Target consumers the right way

Target consumers the right way

When designing a product packaging you need to have your consumer front of mind. Is your product for children or for adults? The way a product looks and feels can make someone put your product in the basket or leave it on the shelf.

Let’s say your product is healthy multi vitamin juice for children. How would you design the box? Cartoon characters, vivid colours, and a sense of healthy ingredients are the ideal appearance.

Is this healthy juice made of 100% fruit extract? Then you might consider working with recycled carton and minimal printing that explains the benefits for the health conscious consumer.
As an adult, your purchases are influenced by a rather large number of factors. From pricing, reviews and social media advice, to loyalty points and labels, these factors can alter the purchase behaviour.

On the other hand, children don’t have access to peer reviews on social media channels or forums or can make the difference between a product made in China or the UK. Children respond to emotional cues.

But that doesn’t mean it’s easier to create a product that children will absolutely love as they’re easily distracted by the limitless options.
So what makes a good product design for the children market?

Try to engage their sense. Tactile sensations, vibrant colours and interactive packaging encourage children to interact with a product at a deeper level.

All the elements of your design need to work together in perfect harmony to appeal to your target market. From the packaging structure, imagery, colour and fonts, they all need to evoke positive emotions and memories. By creating a personal context around the product at a conscious and subconscious level you can influence your product being put in the basket rather than being left on the shelf.

3 Essential things you should know about packaging design:
1. Prioritise for great visual design
2. Target consumers the right way
3. Know why packaging design matters