Packaging Design 101: How Great Design Drives More Sales
You have 7 seconds to make a first impression on a potential customer. For products on a shelf or in an online store image, your packaging is doing all the talking. It is the first physical touchpoint between your product and your customer — and studies consistently show that great packaging design directly increases sales. Here is everything you need to know.
Why Packaging Design Matters
According to a study by the Paper and Packaging Board, 72% of consumers say that packaging design influences their purchasing decision. Seven in ten shoppers say they have purchased a product for the first time solely because of its packaging. In the era of unboxing videos and Instagram-worthy products, packaging has never been more important.
Key Principles of Great Packaging Design
1. Stand Out on the Shelf (or Screen)
Research your competitors' packaging and design something that stands apart. In a category full of white packaging, a bold black design will pop. In a category dominated by dark colors, a clean white design will stand out. Distinctiveness is your first goal.
2. Communicate Your Brand Instantly
Your packaging should immediately communicate who you are and what you stand for. A luxury skincare brand signals premium quality through minimalist design, embossed typography, and high-quality materials. A children's snack brand signals fun through bright colors, cartoon mascots, and playful typography.
3. Make the Product Name and Key Information Readable
The product name, key benefit, and variant (flavor, size, scent) must be immediately legible, even at a distance or in a small thumbnail image. Too many designs are beautiful up close but impossible to decode at a glance.
4. Use Color Strategically
Color communicates product category, quality, and emotion instantly. Premium products use black, navy, white, and gold. Natural and organic products use greens, beiges, and kraft textures. Children's products use bright, saturated primaries.
5. Create a Memorable Unboxing Experience
In e-commerce, the unboxing experience is a marketing moment. Branded tissue paper, custom box interiors, thank-you cards, and thoughtful packaging details encourage customers to photograph and share their purchase — free word-of-mouth marketing.
Packaging Design for Small Businesses
You do not need a massive budget to have great packaging. Even simple choices — a custom label design, a branded sticker, a beautifully designed paper bag — elevate the perceived value of your product significantly. Start with the label or the most visible surface and invest there first.
Types of Packaging Design We Create
- Product labels and sticker designs
- Box and carton dieline designs
- Pouch and bag packaging
- Bottle and jar label designs
- Gift box and hamper packaging
- E-commerce shipping packaging
Your product deserves packaging that makes people want to buy it before they even know what is inside. Contact Ascribe Design to create packaging that sells.
