What Forbes Has to Say About Product Packaging

Have you ever heard of a little company called Forbes? Yes, I thought you had. On the off chance that you have just been born or have suffered the same fate as Harry Truman, Forbes is a media company that focus on technology and business, primarily. They produce a magazine that should be the go-to for any entrepreneur and all businessman. The point is, if Forbes writes an article about packaging design and packaging supplies, you should probably pay attention to what it has to say and then DO SOMETHING ABOUT IT!

Fortunately for us, the laymen (let’s be honest), Forbes keeps it really simple. In fact, Forbes relies heavily on your company’s brand, that “you-ness”, which is what immediately shows your customer who your company is, what the product is, and why the customer should pick it (slash you) over the competition. This relies heavily on the packaging design (which consists primarily of packaging supplies.) No pressure? Thankfully, Forbes has revealed five simple components that should make this happen for you and your product:

1. First, there needs to be something on your product that catches the eye. Did you know that there are marketing studies solely focused on eye-tracking? Well, Forbes did, and that’s probably why they know everything. Forbes says that you should use “cusps” in your design, which are jagged-looking shapes used to instigate a sense of caution, which will make a person stop to instigate.
2. Second, studies are showing that in a very over-stimulating world, consumers are being drawn to subtlety and a sense of calm. Let your packaging reflect this. Consider the fact that your product is going to be sitting on a shelf with hundreds of other products, all different shapes, sizes, and colors, and they are going to be in a brightly lit store that is overly crowded, therefore producing a lot of sights and smells. Go from there.

3. Third, you should be able to describe your product and brand to a kindergartener and then have them go and successfully find what you have described. Seem impossible? Not with a particular mark. What do you think of when I mention a little girl in a yellow coat carrying an umbrella? You should have said Morton Salt. Do this for your own product.
4. Fourth, remember that people like to experience emotions. Let’s talk about eye-contact. When someone makes eye contact with you, you want to know what caused them to do so. Most products with faces on them will show indirect eye contact, which immediately attracts the customer to make a connection.
5. Fifth, the most successful product will possess more than just packaging design, or packaging supplies. It will possess a series of qualities: color, shape, curves, cusps… They all come together.