In our modern world with all the competition out there, you need to be creative and outstanding for your company to survive in the marketplace. Nowadays design is synonymous with usability, style and defining stamp that allows your product to stand out among millions of others.

As Marty Neumeier says in his book called The Brand Gap, “A retail package is the last and best chance to make a sale.” So why do many fresh and new start-ups die shortly after their birth? The answer is quite simple: most customers don’t want or don’t have enough time to compare the advantages and disadvantages of the products, so they just make decisions based on their emotions or previous experience. And the packaging is the key to their senses.

Many product manufacturers might think that the product itself and its performance are more important than the appearance of the packaging, but the product package plays a significant role in the success or failure of the sales of the product. Take Apple or Coca-Cola Company, for example. Their packaging is recognized and admired all over the world.

While an initial function of the product packaging is to protect the product from damage, as well as to provide useful information or instructions of use, it also has a number of even more important roles. First of all, it forms a physical representation of the brand’s personality. It’s like the first date between a customer and a product when the first impression is made. An outstanding and recognizable product packaging is also one of the easiest ways to draw customers’ attention and differentiate the product from its competitors on the crowded store shelves, so it’s a great and essential promotional tool.

So you don’t have to be a genius to realize that a good packaging can boost your sales, while a poor packaging can have an opposite dramatic result. An effective packaging design can make the product sales go up, even without changing a thing in the product itself. Here we have a great real-life example: last year MillerCoors’ sales fell down, but then they decided to change the Miller Lite can to a retro style, which increased the beer sales nearly by 5 percent. The company didn’t change the beer components or its price; it just changed the can it came in.

On the other hand, nowadays in many different countries, it’s prohibited for cigarette companies to advertise their brand on cigarette packages. Instead, the product packaging must be covered with health warnings and graphic images that deter smoking, that’s how they try to discourage people from smoking. And it actually works! The number of smokers has significantly decreased since this new packaging law was introduced.

Product design can affect the sale as in a good that and in a bad way. Do not make the same common mistakes in any of your marketing strategies and in the design of your product.

Thus, if you want your product to be successful and competitive in the marketplace, you must come up with a package design that makes an impact on customers. Here are some simple, yet important steps how to do it.

1. Consider your target audience. When choosing a package design, don’t forget who it is intended for. What works well for adults, sometimes is not the best option for children’s goods and vice versa. Many companies conduct extensive research on color schemes, designs and types of product packaging that are the most appealing to its target audience.Make cheap packaging look stylish and personalized. Good doesn’t have to be expensive. Sometimes, the simpler the package and its design are, the more attractive it looks. Try to play with colors and material to find the best combination for your product or come up with some innovational idea.
2. Try to use eco-friendly materials. These days more and more customers will most likely choose a product with a recyclable or reusable package over its competitors, with all else being equal. Such a product packaging also works great for the brand image, as it shows the company is socially responsible and environmentally friendly. There are hundreds of creative ways to go easy on the earth and differentiate your brand in the process.
3. Make the package impact on emotions. As we already know, many purchases are made based on customers’ emotions, past associations, and experience. So the goal of the product packaging here is to reach its customers through all senses, the sense of sight and tact, in particularly. When the packaging is groundbreaking, it can make customers choose the brand over and over again in the future, it provides that added-value that customers cherish so much and benefit from. And sometimes they even use packages as souvenirs, collectibles or a source of storage. How cool is that?

With all that said, packaging design constitutes an essential part in the product’s desirability, and with some effort, it will definitely help you to increase the sales. Don’t miss that chance!

Christine Allen is young writer and blogger. She believes that you can get everything that you want. You just need to be sure in what you really want and be patient. You can follow her on Facebook, LinkedIn or Google+.