When we talk about designing custom packaging, we’re not referring to anything extravagant or super costly that should cause you to break out into sweats or keep you up late at night.
To prove this, think about a brand that’s a market leader in the sauce and condiment world: Heinz Tomato Ketchup is one of the best-selling brands of ketchup, and they supplement a practical design with an undeniable brand identity just by using labels and stickers.
So when it comes to product packaging, if the design is good and you know how to make the most of it, your product will absolutely stand out, and with great success too. And expressing brand identity can start by having some fun with stickers and labels.
There are just a few things to know about using those sticky pieces of marketing goodness.
We know it feels great to have authority over your own packaging design, but remember that design does not have to be a lot of things. Effective product presentation doesn’t only include what goes into your design, but also what gets taken out. You don’t want to go overboard and end up with a cluttered or too-busy design.
Instead, to draw attention to your product, pay attention to the white space. Contrary to what some might think, this extra space on your product label is not a “waste” of space or a lost opportunity to market your product and brand. Think about it, without any white space, everything will look the same. We want to make sure you stand out.
Position your labels and stickers in the best way you see fit, but keep it simple to draw the most focus to the brand. That is your identity –you don’t want it to get lost amidst your design.
When you’re determining placement for your label, think a little to the future. If you’re planning on using brown or white corrugated boxes, your packages will likely get slapped with shipping labels in a very visible way. The last thing you want is to put your label on the side or top of shipping box where its beautiful face will get disfigured by those boring old slips.
In fact, great news: the outside packaging of your product does not have to be the end-all as far as stickers go. If your product is something precious like jewelry, watches or even art work, you might not want to draw too much attention by broadcasting the content on your shipping box.
You can always create an entirely separate unboxing experience by including another set of packaging inside your shipping container. Here you can go crazy on your design (not too crazy, we talked about this), where you’re able to focus on placement without having to work around shipping and packaging eyesores.
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