Convincing & Winning Customers Over With Packaging Designs

Convincing & Winning Customers Over With Packaging Designs

Comfort is quintessentially vital for a brand’s success. While impersonal and rational are usually businesses’ modus operandi, the comfort of your potential customers should always be the centre of your operation.

If your customers are not comfortable with your brand, they will not purchase from you. In one of our previous articles, we wrote about how connected packaging can boost brand-customer interaction. However, your brand’s message can only be as effective as your visual design. In this article, we will explore ways to convince and win customers over with packaging design.

1. Proofread to catch errors

Do not underestimate what minor errors can do. Even the smallest typo can affect the effectiveness, persuasiveness, and reassurance of your packaging design. Every letter, comma, and full stop is critical in the overall visual design.

Missing out on the errors indicates that your brand is incompetent and that you cannot be trusted to get things right. Hence, take the time to proofread your packaging designs. Do not allow such avoidable errors to make it to other elements of your brand, such as email templates, signages, and websites.

2. Leverage nostalgia

Studies have shown that people enjoy the feeling of nostalgia as it is often associated with an incredibly positive emotion and one that can boost self-confidence and mood significantly. If you are looking to win your customers over, consider engaging nostalgic design elements. It can be packaging designs that remind them of a product they enjoyed when they were young.

3. Use legible fonts

A lot of brands make the mistake of using fancy fonts. While they look nice, they are often hard to read, which ends up making customers feel frustrated and stressed. Nobody wants to have to struggle to read what is on your packaging design. Using brand-appropriate, legible fonts will support your convincing message.

Additionally, do not miss out on considering the overall appearance of your selected font. Your customers’ emotion can be directly tied into their psychological response to the shapes of each letter. Hence, choosing the right font will enable your brand to foster comfort.

 

4. Select intentional shapes and forms

3D forms and 2D shapes carry psychological meanings in packaging designs. For example, depending on how the shapes are oriented, circles suggest community, safety, and inclusion, while triangles suggest instability, stability, or directional movements.

However, forms and shapes are not just limited to the familiar geometric ones we know. There are culturally-derived symbols and amorphous organic shapes, too! At the end of the day, select the shapes and forms that best aligns with your brand.

 

5. Support your message with smart line choices

Lines are the fundamentals of every design. However, it can convey lots of key information. The curve, direction, and weight of a line communicate varying messages. For example:

  • Straight lines: Predictability, structure, and order

  • Curved lines: Flexibility, softness, and dynamism

  • Thick lines: Reliability, durability, and strength

  • Thin lines: Elegance, flexibility, and fragility

  • Diagonal lines: Action, energy, and directional movement

  • Horizontal lines: Stability, comfort, and spaciousness

  • Vertical lines: Power, authority, and order

When choosing the right type of line for your packaging design, consider these two factors: Your customers' expectations for your brand and the inherent meaning behind the type of line. For example, if your brand relies on fast execution, then using curved vertical lines might not be the best communicative choice.

6. Create ease and space with your layout

The overall layout of your visual design can create feelings of ease or tension. Chaotic placements of various graphic and text elements can evoke stress and agitation. Hence, it is vital to avoid poorly balanced asymmetrical layouts, loud patterns, and overcrowding.

To create a sense of ease and peace, ensure that there is sufficient white space for your text and graphic elements to “breathe”. Also, ensure that is a balanced amount of texts and graphics. Prioritise having a logical flow, lots of open space, balance, and order in your packaging designs.

7. Pick convincing colours

Colours can impact your customers’ perception of your brand significantly. Studies have shown that colours play a huge role in impacting purchasing decisions. It can capture attention and influence emotions almost instantly. This is why it is vital to pick a colour palette that reduces stress if you want your packaging designs to convince and win your customers over.

As a general rule of thumb, a monochromatic colour palette is more soothing than a multicoloured one. Warm colours are often associated with a warm and happy feeling, while cool colours are often associated with a trustworthy and calm feeling.

However, as always, pick colours that align with your visual brand identity.

Conclusion

A successful brand is one that fosters strong and loyal relationships. Your packaging designs play a vital role in enabling your brand to develop those kinds of relationships. Without a level of comfort and trust, customers will not buy your product.

Here at SKP, we provide brands and businesses with customisable food packaging. In fact, brands can take a step further by adopting sustainability in their packaging designs. SKP’s customised printing services can be done on our environmentally friendly product range, EcoVue, which includes 100% biodegradable plastic packaging and paper food packaging. Contact us to begin convincing and winning customers over with quality packaging designs!

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