Effective Packaging design and the attention we pay to the rear

Effective Packaging

Recently, I was thinking about how important a packaging of a product can be & how we can be effective at the end of the design process. Ever since I can remember, I have always been attracted to the different, tasteful and well-designed packaging of a product, regardless of type. It never mattered if I needed it or if I intended to buy it. I have bought many things that were of no use to me, only because the packaging was awesome.

The paper or any other material, the texture of a box, its shape, colors, originality, but also the general setting of the information, create the right conditions for the product to stand out from the competition and eventually fall into the hands of the customer.

Rarely will anyone sit down and analyze it - many times even someone who is a design proffessional. The reaction is automatic, something inside pushes us to buy the product, which more or less transmits information. What kind of information? The brand, the variety of the product, its advantages, its weight, etc. The purpose of this information is none other than to communicate to the consumer correctly and understandably what kind of needs are covered by the purchase of the product. Key goals for the graphic designer to display this information in a unique way that supports the brand proposal, and at the same time helpful for the customer to choose the specific product over another in order to meet his needs. In short, the design of the packaging should provide a complete and excellent experience to every buyer.

There are many types of buyers, as well as people. Each of us is unique. So the graphic designer undertakes to solve this problem. Satisfy each of us individually. Since some people like shopping a lot, others not at all, others know exactly what they want while there are many who may not have the right knowledge or confidence to choose, the designer helps them through the packaging to decide, so it is important to know the factors that will influence their decision and to always have them in mind.

Do we pay the necessary attention to the rear of the product?

So an issue that is rarely taken into account is the rear of a package, which usually contains instructions for use, various other information or in the case of food, and the nutritional information of the product. Too often the buyer who has chosen a product which packaging is well-designed when we check at the front, coming to the rear is faced with the poor setting of information and other important data given incorrectly, perhaps illegible, and not at all user friendly. This conveys the message that the product manager or even the owner of the company is not interested in how to communicate the secondary but most important information of his product.

It shows a lack of sensitivity for the needs of the reader-buyer, who in most cases he will not choose the product again to meet these needs. So giving the necessary importance to the whole design of a product package by choosing the right fonts, colors, icons, etc. making the experience of buying and using the product enjoyable & easily assimilated, shows first of all caring for the needs of the consumer, but also the quality of the product itself.