Throughout the years, one of the biggest changes in package design based on sustainability is the plastic bottle for water and sodas. Many big companies like Coca Cola have greatly tried to edit their package design to make it more sustainable by adjusting the size, weight and materials used. Some consumers have complained about their water bottles being more flimsy and that is due to the decrease in the materials used per bottle.

Coca Cola has recently come up with a PlantBottle™ packaging which is the first-ever fully recyclable PET plastic beverage made partially from plants. Their latest packaging claims to have up to 30% plant-based materials. So what does this mean for consumers?

PlantBottle™ looks, feels and functions just like traditional PET, but it does so with a lighter footprint on the planet and its scarce resources. PlantBottle™ is fully recyclable in the existing community recycling programs and can be used back into new bottles or the wide variety of other products made from recycled PET today.

Coca Cola’s use of PlantBottle™ packaging in 2010 alone eliminated almost 30,000 metric tons of carbon dioxide – the equivalent impact of approximately 60,000 barrels of oil from our PET plastic bottles.

As technology increases, so does companies’ ability to switch to more recycling trends for their packaging. Lets hope that every year we can further reduce our waste and design more eco-friendly packaging. To find out more about Coca Cola's new PlantBottle™ packaging you can go to their creative new site.

There is no rule of thumb when it comes to package design in terms of, “do this and your package design will be effective”. This is because just like advertising, marketing, and brand identity, it will always be different for every business. Every business has a different product, personality, target market, marketing objectives, etc.

As I showed you in a previous post, the package design should be inspired by the brand’s personality. A great way to give your package design a unique style is to also be inspired by the product itself.  It could be the product’s color, size, shape or materials from which you pull your inspiration. This not only makes it more interesting but also keeps it more consistent with the product inside the packaging.

My favorite example of this is in the Doritos concept box design below. Since the Doritos chips are distinctive triangles unlike all other chips, the designer has decided to repeat this design throughout the package design.

Online businesses are booming and tons of new stores are created every day. A common misconception though is that if you are selling online, you don’t need to worry about a package design. While this is true in the sense that customers will be attracted to your product itself, it is still a must-have for any product-based business.

A few purposes of a package design are to showcase your brand, brand’s personality, product, and the product’s features. With an online product, your website will convey your brand and brand’s personality since the customer will not see your package design online. Good photography and copywriting for your product is essential in getting customers captivated as well.

So when do you need a package design? Well, of course, when you ship it out. Then, as with any other product, it is conveying your brand and its value. Online stores should push package design even more since their customers will be opening at home, so why not go ahead and make it like a present? It will make your product more memorable along with increasing their excitement for your product/ brand.

One really important thing to keep in mind when it comes to package design for online orders is to always consider the shipping. Since you will always have to ship it out, make sure it fits in your boxes without causing too much extra cost or having to increase your box size.

Package design adds so much extra value to your product/brand, so why not make it memorable and give your product the competitive edge?

Package design seems simple, right? All you need to do is sell the product by having shelf appeal. Realistically though it requires so much more to make it not only aesthetically pleasing but also to make it effective. Today we will discuss the different pieces of value that package design adds to your product.

1. Gives necessary information — By showing the features/benefits of your product on the package it begins to answer some of the consumer’s questions. Consumers all want to know the same things: what the product is, how to make it work, and why they should buy it. The more answers you can provide them, the more likely they will be to pick your product over your competitors’.

2. Shows personality of the brand — Even though your brand may be small and not recognizable, you can still make it stand out by showing its personality. One of my favorite examples of this is by The Hill Station. As you can see from the products below, the brand’s personality definitely shines through and makes it more relatable and enjoyable to their target market.

3. Appeals to the right people — The key to any form of advertising, branding or packaging for a company is to make sure you are speaking to your target market. The design of the package can greatly determine if you are reaching your target market or alienating it from your product.

For example, if your product were feminine body soap you wouldn’t want to design the packaging like you would for an automotive part. If you did, your target market probably wouldn’t even notice it because they didn’t think it applied to them.

4. Consumers see your product as more valuable — A good example of this is wine bottle labels. Consumers are more likely when trying a new wine to pick one that has the nicer label because they assume it’s a nicer wine. While this logic may not be true, it appears like the company has invested more time and money into their product because it is more valuable.

5. Protects your product — Of course this is an obvious one but it deserves mentioning. Once you send your product out to stores, your customers’ experience with it is out of your hands. You want people to have a positive experience with your product and brand. So if your product is not fresh or damaged due to lack of support in your packaging, you will probably hear their complaints and lose them as a customer.

You never want either of these to happen so creating a package design that protects your product is always a plus!

With so many similar products and competition today, you must have great package design. Package design shouldn’t be just a decoration though; it’s a customer’s first interaction with your brand and a valuable part of their experience with your product. So what makes a package design effective?

The purpose of package design is to provoke and communicate emotions. An excellent package design gets the customer to instantly connect with your brand emotionally through style, color, content, and appeal. Figuring out your target market and creating your package design for them is key. Otherwise, if you miss the mark and it doesn’t seem valuable or relevant to your target market, they may never even pick it up off the shelf!

With an estimated 70% of all purchasing decisions made in stores (research by POPAI Global Association for Marketing at Retail) it has become even more important to make sure your package design has shelf appeal.