You may make one of the tastiest foods available at the grocery store, but if your food & beverage packaging design do not attract consumers, it’s not helping your marketing efforts. While some businesses only see packaging as the outer wrap that protects the food inside, it is one of your most important marketing tools. A well-designed wrapper helps draw attention to your product, especially important when it is sitting on a shelf with lots of competing products.
As you start the design process, take a careful look at your target market. Your buyers need to feel your packaging fits their expectations, so you should know what those expectations are and plan your approach accordingly. Your packaging needs to adhere to your brand’s look and feel, or buyers may feel a disconnect when they see your products on the shelves. Look at your competitor’s products to identify ways for your labels, packaging, and container shape to look different, so your brand stands out in a crowded display.
When it comes to designing your package, focus on creating attention-grabbing visuals. These draw consumers in more than lots of copy. Focus on the major elements that people notice most about packaging color, graphics, the shape of the package, and the typography. Part of the design process involves developing packaging that creates a strong suggestion about the function of the package to safely hold food, as this helps build consumer confidence.
In addition to how your packaging looks, its copy must provide information that convinces the buyer that your food is the best choice available. If you’ve received FDA approval to make claims on your label, highlight them so your package stands out from competing foods that cannot make the same claim. Use enticing adjectives to describe the food, as this descriptive language helps people get a feel for your brand since they can’t taste the item before buying it.
Requirements for Labels
Designing the package also involves making sure the label includes all the necessities required by the FDA, such as listing the ingredients used to make the food. Other items you must include on the label include serving size and all of the nutritional content, such as calories, carbohydrates, and sodium. All labels must feature the name of the manufacturer or distributor along with their complete address, so consumers know who to contact with questions or concerns. If you use items such as raw meat, eggs or allergens, such as peanuts, in manufacturing the food, the label must feature a statement to warn consumers about the contents.