Successful food packaging is not a question of good luck.
Spot on. Within the scope of the EuroShop fair in Düsseldorf and the trade fair Intergastra, which depicts numerous innovations and impulses for the retail sector as well as the catering and hotel industry, we have compiled the most important facts about food packaging design.
Packaging is more than just a nice wrapping. Good packaging can replace a whole campaign. It’s the clients’ first touchpoint with the product, it stages the brand, inspires, invites to purchase and thus becomes a brand’s number one attention booster.
Our packaging expert Claudia Vits shares her knowledge about what counts for good food packaging, both functionally and aesthetically, and how much know-how lies behind a well-done packaging.
1. Let yourself be tempted
Product images on packaging lived through fast-paced changes in recent years. What used to be state-of-the-art and an obligation within retouching, is now considered old-school. Due to the influencer movements in social media, the presentation of products has become significantly more vivid, pictures appeal authentic and real. A topshot is mandatory and already standard. The relevance of appetite appeal grows and paves the way for layout and presentation.
2. Attention please!
A maximum of seven seconds, that’s all the time we have of our customers’ attention. During this short time, it’s crucial to be persuading and push competition aside. A good product satisfies with an interesting presentation, attracts interest and stands out from the crowd with its design.
The combination of an appealing picture language, attention-grabbing typo, harmonizing colours and an innovative layout is the most important access to our customers’ attention and a differentiating factor opposed to our competition.
3. See them all
One product doesn’t make a range. In order to be selling successfully, one shouldn’t only look at the single product, but the variety of the brand’s range has to be evaluated wholly within its product specificity. The puzzle is only complete, once the brand’s overall picture is apparent coherently and at first sight. The brand and the range affiliation have to be recognizable quickly and clearly and thereby offer the client a compass for their purchase.
4. It’s all about detail
What counts in the end: Every idea is only as good as its implementation. The greatest carefulness and professionalism are demanded at the intersection between design and production. In this connection, it’s not only a question of guaranteeing the marketability of a packaging and being well versed in the legal requirements, but also of guaranteeing a high quality of the final packaging product through know-how in production.