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.