Packaging that sells: Why design matters for health brand growth
Entrepreneurs continually develop new health and wellness products. They may have a fantastic product, but if the packaging design doesn’t draw people in, the brand won’t grow. Packaging must communicate the brand’s values and instill trust in the consumer before they will make a purchase.
The packaging must be credible and appealing for the product to sell. Design matters for health brand growth because it helps differentiate a product on crowded store shelves or in the digital marketplace. Furthermore, this design helps build long-term customer loyalty. What should a brand know regarding high-impact packaging design for supplements to ensure the packaging achieves these goals?
Attracting attention
Health and wellness products are everywhere. Consumers often feel overwhelmed when purchasing a supplement because there are numerous choices, and each claims to be the best. They may just end up grabbing something. When they do so, it is often the product with the most appealing packaging design in their eyes.
Bold colors and visually appealing graphics capture the eye, while clean typography enables users to quickly learn more about the product. Entrepreneurs should consider using vibrant blues and greens, for example, because people associate these colors with nature and assume the product has organic qualities. Sixty-five percent of consumers try new products based on their packaging, according to Nielsen IQ. Companies need to ensure that their packaging encourages people to make a purchase.
Layout also matters. Entrepreneurs must ensure that their product labels are clean and concise. Pertinent information, such as gluten-free or non-GMO, should be prominently highlighted on the packaging. An intuitive design ensures the packaging resonates with the target audience, thereby increasing the likelihood of a purchase.
Transparency
Consumers looking to improve their health will only buy from companies they trust. They want safe and effective products that are ethically produced. A transparent and authentic packaging design reassures consumers that they are buying a quality product. If the design is cluttered with unreadable fonts or wildly outrageous claims, the consumer will buy a competitor’s product because they believe the packaging is designed to deceive them.
Entrepreneurs should ensure that all certifications and seals, such as Fair Trade, are prominently displayed on the packaging. They validate the brand’s claims, instilling trust in the consumer. These elements should be easily visible without compromising the package’s overall appeal. The entrepreneur must find the right balance between visual appeal and credibility.
Brand identity
A product’s packaging must effectively reinforce the brand’s identity. It should provide the consumer with information about the brand’s values and mission. Eco-conscious brands, for example, need to ensure their packaging reflects that ethos. Minimalist designs in earthy tones, made from recycled materials, will appeal to consumers concerned about their carbon footprint. Performance brands, in contrast, should have sleek, bold packaging to convey strength and efficacy.
Consistency across marketing materials is also vital to strengthening brand recognition. When a consumer recognizes the brand’s colors, logos, or design motifs, they immediately have information about its reputation. Consistency leads to consumer loyalty because they have a connection to the brand. This connection makes them more willing to try new products from that brand.
Health brands must carefully consider packaging designs to ensure they provide the right information and image. When the packaging does so, it will help drive sales and build consumer loyalty. Consumers will perceive the brand as trustworthy and a leader in the industry, ultimately contributing to the success of both the new product and the brand.