Packaging design plays a significant role in the purchasing decisions we make, even if we don’t realise it. In fact, studies have shown that a staggering 95% of all purchasing decisions are made subconsciously, with buyers relying on emotional connection to make snap judgements.
The fact is, we don’t buy things solely because we need them. We spoke about this recently in our deep dive into logo design and the same principle is true for branded packaging design; humans are driven by feelings.
Luxury branding, for example, appeals to our feelings of self-worth and status. Athletic brands inspire with the promise of adventure and new experiences. Food packaging can make our mouths water in anticipation.
When it comes to making a flash decision between similar products at a similar price point, we choose the product with the branding that resonates the most with us at an emotional level – without even thinking about it.
The best marketers realise this, and apply it to every touchpoint of the user journey.
Yep, including the packaging.
So, to make sure your product always pips your competitors’ range to the post, the packaging design experts at Bubble Design have compiled this ultimate guide to branded packaging design and how it can make your products irresistible to buyers.
Looking for something in particular? Jump to one of the following sections:
What is packaging design?
Packaging design encompasses the form, structure, materials, colours and wording of your packaging, covering everything from shipping boxes and paper bags to stickers, bottles, envelopes and plastic wrap.
These elements should be designed in a way that engages customers, showcases your brand identity and ensures your product stands out on the shelf.
Why is packaging design so important?
Carefully designed branded packaging can actually translate to more purchases, making it a worthwhile investment. Here’s how…
- It grabs attention: For many first time consumers, they aren’t buying your product out of necessity. They’re buying it because your product stands out on the shelf – known in the retail industry as shelf appeal!
- It builds an emotional connection: A well-designed box or bag creates an experience. A cool unboxing moment can spark joy, making people more likely to rave about it and buy again.
- It creates a narrative: Killer packaging tells your story without saying a word. Whether you’re an eco-friendly brand that only uses recycled materials or a small independent business with personalised packaging.
- It shows off your product: It acts as a sneak peek of what’s inside and sets the tone for your entire purchasing experience.
- It keeps your product safe: While style is incredibly important, it needs to be functional too. Your packaging has to protect your product and look good doing it.
- It has social currency: Packaging that’s photogenic gets shared. Shared posts = free marketing. Free marketing = more customers.
- It creates a premium perception: If your packaging looks high-end, people are willing to pay more for it because it feels worth it.
Ready to create irresistible packaging?
Talk to one of our friendly packaging design experts today!
The rise of the unboxing experience
Does the physical display of a product really matter in today’s digital world? Absolutely! Even if customers are ordering your products online, they will still have an unboxing experience once the item arrives.
What is an unboxing experience?
An unboxing experience is the moment you create when customers open the package containing the items they bought from you. It’s all about building excitement and anticipation. It can also influence the way they feel about the value of the product.
Unboxing videos
From the crinkle of wrapping paper to the clean rip of the packaging tape, unboxing is a sensory event – and people love it. So much so that unboxing videos have become a social media obsession on platforms like YouTube and TikTok.
This phenomenon gives brands an opportunity to make a lasting impression, on both the customer and their followers. High quality packaging with a unique design delivers joy and delight, making customers more likely to share their experience, introducing your brand to a whole new audience.
How do I create my own branded packaging?
So, how do you create branded packaging that feels authentic, connects with your customers and stands out? You’ve got a couple of options. Let’s break it down…
Option 1: Design your own packaging
If you’re just starting out, working with a limited budget, or have access to an in-house packaging designer, you’ll have total control over every element.
Why go DIY?
- Cost effective option for small businesses or startups.
- Total creative control: your brand, your rules.
- A fast option if you already have a clear design in mind.
Considerations:
- Lack of design tools or knowledge for designing for packaging.
- Limited expertise in structural design (how packaging protects your product).
- Risk of looking amateurish, especially in competitive markets.
- You might be unclear on how certain packaging elements influence customer behaviour.
Option 2: Hire a packaging designer
Working with a professional who designs packaging for products as a living means your packaging is more likely to be polished, strategic and customer-focused.
Why go pro?
- Professional-quality packaging that aligns perfectly with your brand.
- Saves time—you focus on your business while they handle the design.
- Access to insider knowledge about printing processes, structural design, materials and suppliers.
- They handle everything, including die cut and print packaging.
Considerations:
- Higher upfront cost (but think of it as an investment in your brand).
- Requires clear communication to ensure the vision aligns.
- Takes longer to complete than a quick DIY job.
The bottom line? If your budget allows, hiring a packaging designer is a smart move. It’s an investment in quality, connection, and you’ll have the peace of mind that your custom packaging is likely to turn one-time buyers into lifelong fans.
How much does packaging design cost?
The cost of packaging design can vary widely depending on your needs, goals, amount of packaging and the materials you want to use. Here are some of the things that might be included in the overall pricing:
1. Consultation and strategy
This is where the magic begins! Designers will chat with you to understand your brand, target audience and vision. This stage essentially aligns your packaging perfectly with your product to make sure it speaks to your customers.
2. Audience research and concept development
Designers dig into your customer demographics and trends in your industry, bringing their own knowledge and experience to the table. This research informs design choices, from colours and typography to the types of materials that resonate most with your audience.
At Bubble, we’ll then walk you through our initial design ideas so you can help us shape the direction we go in.
3. Materials and Structural Design
If the brand design agency or freelancer you’re working with can source every part of the finished packaging, the price will reflect the materials like:
- Tissue paper: Adds a luxe, protective layer inside.
- Labels and stickers: Affordable but impactful branding elements, as well as essential ingredient and instructional wording.
- Gift boxes: Premium packaging for special or high-value products.
- Mailing bags: Durable and eco-friendly options for shipping.
- Leaflets: Adding a thank you note or voucher for money off their next purchase is a great way to encourage repeat business.
Designers can recommend sustainable, premium or food safe materials based on your budget.
4. Printing and prototyping:
High-quality printing requires coordination with suppliers. Prototyping may be part of the cost, letting you test the look and feel before full production. At Bubble, we work with a number of trusted print partners, meaning we can handle every aspect of your packaging creation.
5. Final design files:
You’ll receive production-ready files (usually in vector formats like PDF) to ensure they print perfectly. This means that all you need to do is send the files off to be professionally printed whenever you need to stock up on packaging.
Let’s design your wow-worthy packaging!
Whether you need a full unboxing experience or just a few branded touches, the packaging designers at Bubble Design are here to create head-turningly good designs your customers can’t resist.
Get in touch to share your initial ideas with us and get a quote, or check out some fab packaging designs we’ve created for our clients recently here.
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Ready to create irresistible packaging?
Talk to one of our friendly packaging design experts today!
