The "communication power" of product packaging

The goal is to create packaging designs that have strong media appeal

In order for a product to be chosen at supermarkets, convenience stores, etc., it is important that the packaging itself has a strong appeal, not just the advertising materials. We asked a packaging design expert how to create packaging that acts as a medium to convey the appeal of the product and attract consumers.

What is the role of product packaging?

In addition to the primary role of "wrapping," product packaging also has the role of "communicating." In recent years, media has rapidly diversified, with the dramatic decline of mass media and the rise of social media. In this context, product packaging for in-store sales in brick-and-mortar stores is the most familiar and important communication tool for consumers. It can be said that it plays the role of media, conveying the value and appeal of a product.

Especially in supermarkets and convenience stores, where multiple types of products in the same category are sold side by side,

This is where the media power of packaging is put to the test. What functions does the product have? How does it differ from other companies' products? By clearly communicating such information and getting consumers to understand, accept, and have expectations, it will lead to consumers picking up the product and buying it.

What do you want to communicate through your packaging?

The information that should be communicated to consumers through the medium of packaging is the product's features, value, and appeal. Therefore, when designing packaging, it is important to first thoroughly understand these points. From the manufacturer's perspective, it is important to organize the company's strengths, features, and commitment to product development, and then, more flexibly, extract and visualize value from the consumer's perspective.

This is especially true when launching a new product that stands out from the crowd in a category that already has many products. No matter how revolutionary a product may be, if the product's contents are not clearly communicated, consumers will be uneasy and will not buy it. This is why package designs that clearly communicate the benefits to consumers are essential, such as by prominently displaying a catchy slogan that directly expresses the product's appeal in the center of the packaging.

Furthermore, when value is thoroughly extracted from a consumer perspective, unexpected value can be discovered in the process. For example, one manufacturer's mayonnaise has a large statement on the packaging that it uses only fresh domestic eggs, laid within the last three days. However, in reality, other companies have been using these types of eggs for some time. This is commonplace in the industry, and no products have made a bold effort to promote it. Therefore, the manufacturer noticed that consumers were unaware of this fact, and began to communicate it independently. What was commonplace for the manufacturer was perceived as new value by consumers, leading to increased sales and even brand building. This is a perfect example of discovering and promoting value that was lying dormant from a consumer perspective.

To remain in the memories of many people and continue to be chosen

From here, we will look at three case studies to consider how to design packaging that will stay in consumers' memories and continue to be chosen.

The first is when the product brand is not yet recognized and established. The aim is to create a design that leads to repeat purchases, with the ultimate goal of increasing awareness. This is where it is important to create a memorable eye-catching landmark. Consumers generally do not remember the detailed design of packaging. Most people probably only vaguely remember the large numbers, photos, and illustrations. However, in stores, they use these as landmarks to find the product. Therefore, an important point in design is how many memorable landmarks you can create, even if they are only vague.

The second example is when making minor changes to the packaging of a product that has been selling for many years. The goal is to create a design that evolves with the times without destroying the image that is already remembered, leading to further repeat purchases. To do this, first sort out the brand assets that should be retained in the current design. Then, identify areas for improvement and adjust the design to a level that feels sophisticated and does not cause any sense of incongruity to existing customers. Continuing to brush up the design to the extent that longtime fans will not get lost on the shelves, while continuing to convey the merits of the product, is a difficult aspect of packaging design for a long-selling product.

The third scenario is when you want to stand out from the crowd. The goal is to break away from typicality and differentiate with a slight sense of incongruity, creating a design that consumers will remember. Each product category has its own unique "identity" that lets customers know what product it is at a glance. Trying to stand out by straying too far from that identity can have the opposite effect: customers won't know what product it is and won't buy it. However, fitting too closely into the box can make your product blend in with the rest of the crowd. So, think of it as three steps forward and two steps back. That small incongruity, born from that leap, creates uniqueness that catches consumers' attention, leading to a memorable and enduring product. For example, if you look at the salted kelp section of a supermarket, you'll see one product with a slightly unusual design featuring a manager's character. That's a perfect example of a subtle incongruity in action.

What packaging designers need to do to achieve the ideal design

Finally, what should the person in charge do to create the kind of packaging we've described so far? The most important thing is for the manufacturer's product manager and the designer who will actually be creating the design to share their thoughts. And this doesn't just involve discussing "what kind of design do we want?" but starting from something more fundamental. It's important to share a wide range of information at the core of design and planning, including not only the product's features and target audience, but also the development history and purpose of the product, who do you want to make happy through the product and how? How do you, as a manufacturer, want to position the product?

Also, common concepts like "cute," "cool," and "luxury" have different meanings for different people, so it's important to actively communicate with others to understand what they mean and share a specific image.

It is important that product managers at manufacturers and designers are aware that they are not clients and recipients, but partners working together to create something. If they work together with the same perspective, they will naturally end up with a package design that captures the hearts of consumers.