Print production for promotional packaging plays a crucial role in the consumer’s final purchase decision. It creates the first impression of the product. In fact, according to various studies, a significant share of purchase decisions is influenced by packaging. Colour, size, design and content—together with innovation and sustainability—are key factors for success and play a fundamental role in capturing user attention.
As part of marketing and branding, packaging is a key vehicle for communicating your brand image. It reflects the manufacturer’s values and represents what the client experiences when purchasing a product. In a retail environment full of competing options, the external appearance of packaging can determine success or failure in sales. For this reason, it is essential to understand your target audience, identify their needs and develop packaging that aligns with the brand image you want to project.
What should you consider when designing promotional packaging?
In addition to including essential product information, there are also legal aspects to consider. You should not overlook elements such as barcodes, ingredients or materials used in production, expiry dates or recommended usage instructions. However, there are further key considerations when designing packaging.
Sales channel
Understanding your sales channel will help you design packaging that meets requirements in terms of shipping, storage space, structural integrity, safety and cost. For example, are you selling directly in-store, online or distributing products by post?
Material
Material choice influences cost, design and the values your packaging communicates. For example, recycled packaging is increasingly in demand. Selecting the right material must also take into account safety and durability.
Design
Aesthetics are a determining factor in packaging for promotion and sales. Colour, typography and graphic design are essential. Packaging is often the first element that captures consumer attention. Some studies indicate that between 62% and 90% of a product’s evaluation is based solely on colour. Finish, texture, size and weight are also important aspects to consider.
The importance of material durability: primary and secondary packaging
When developing promotional packaging,, durability is a key factor. It is important to distinguish between primary packaging—directly in contact with the product—and secondary packaging. The latter refers to the outer packaging layer and must generally be more resistant and secure. This is because it is exposed to handling during distribution, whether products are delivered to retail locations or shipped directly to the end customer.
Artyplan, professional support
At Artyplan, we provide expert guidance in designing packaging that helps boost product sales. Alongside our commitment to sustainability, our team combines brand image with effective design to improve commercial performance. Our foundations are based on creativity, innovation and sustainability in print production for promotional packaging.
