Packaging Success In An Overcrowded Market

Packaging is perhaps one of the basic things that we encounter every day. Most of the time, it  serves as the container and protector for something that is more valuable inside. But for entrepreneurs and marketers, packaging can make or break their product. Packaging is more than just a façade ,it is a vital key differentiator amongst competitors.

In a commercial market, the right packaging and communication provides a distinct advantage at the point of sale – it should communicate the brand’s message; deliver to its promise and ensure customer’s delight. This is why many companies, especially those who sell consumable goods, treat packaging not as an expense but rather as a major investment. In fact, 48 cents out of every dollar of Coke’s product cost is from packaging. A huge amount of investment goes into product packaging so a business must ensure its design and function so that it can compete on the same playing field as other brands.

That said, there are certain elements that a product’s packaging must have in order to gain traction in a very competitive market. Read this post to learn the tips that will help you design product packaging that truly stands out from the crowd.

Colour Scheme

Colour is the very first thing that your customer will notice upon encountering your product. It also makes the biggest impact – 90% of shoppers make snap judgments about products based on colour alone.

Colour can help consumers create certain assumptions, thus speeding up the buying process. For instance, designers will often use earth hues to convey that the product is organic or has health benefits. Colours green and brown are used often to indicate freshness; and red and brown for lusciousness.

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The shape of the packaging is another way to enhance your brand’s identity and uniqueness. While conventional boxes are still relevant these days, products that encourage tactile response due to their unusual shape and texture are becoming more popular in the market. It has become an important aspect of marketing that many companies such as Toblerone and Coca-Cola even trademark their packaging shape.


Incorporating illustration, photography, or icons into your product design can help your brand to resonate in the mind of the consumer. However, it’s important for the images to be relevant to its target users. For instance, a pack of sweets targeted to children may display cartoon characters, while a mint candy for adults must simply show the image of natural ingredients used or scenes of vitality.


Aside from colour, shape, and images, another aspect that helps your packaging and brand stand out, is a well-chosen name and narrative. However, this can also be very challenging  with limited real estate to work with. To help you out, consider the following when attaching verbiage to your product’s packaging:

  • Make sure the font is clear and legible.
  • Keep it short but punchy.
  • Make it specific.
  • Drop the jargon.

Copywriting should humanises your brand and resonate with your buyers.

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Yes, great design is a crucial aspect of packaging, but once a purchase has been made, the customer must be able to use the packaging properly and easily. Packaging that fails to function properly can harm the customer’s overall perception of both the product and the brand.

While mastering the intricacies of design is an integral part of the packaging process, the packaging must still function and the product inside must live up to its promise made on the packaging. At the end of the day, fancy packaging would be useless if the product inside does not live up to expectation.

All these factors must be in harmony in order to attract the attention of today’s busy and overcrowded market. When done right, your packaging can be the most powerful representation of your brand and can be the last missing piece that will drive your customers to purchase your product.