How do I Use Packaging to Find My Product’s Target Audience?

Narrowing the breadth of your target audience can be daunting enough; creating a packaging design that appeals to that audience seems like just icing on the cake. But it’s not—it is the cake! The right package for your product acts as a final “sales pitch” to consumers and compels them to pull it from the shelves instead of the other products. How?

Research your packaging.

Every target audience is different, even if only subtly. Knowing that differences exist is step one. Finding out how you can connect because of that difference is step number two. Now, step number two is a very long and complicated step. Here are a few things you should research in order to give your packaging that final sales tool flare:

Color – Color is the most immediate identifier for any viewer. It has been proven time and again that color influences almost everything we do. Do a little research into what colors your target audience responds to and test variations of the same color. If it’s green is it a lime green or a forest green? Is it hot pink or a pastel pink? Cerulean or aqua-marine? Any tiny variation can be the difference between locking in or checking out.

Shape – The shape of your package can also have a huge impact on the consumer. Does it generate a sense of calm or activity? Does it look like something that is easy to carry or big and unwieldly? Does it just look like just another box on the shelf or something special? Shape combined with color creates a sense of purpose and value.

Imagery – The pictures you choose to put on your box readily influences the impression a consumer might form. Should there be images of the product itself or should it be of people using the product? Should there be three pictures or one? Should the pictures be large, surface-covering images or small framed images on a panel? All of these play a part in how someone will perceive the product inside.

Words – Words can be incredibly useful to describe how a product can be used or how it benefits the consumer. Choose your words carefully to convey your product’s best features without going overboard with the quantity. Too many words makes people think your product is too difficult to use or understand.

Testing – This is the key to making all of the features work. Every individual has unique tastes that don’t necessarily apply to the larger demographic. Doing consumer-based research that targets large groups with pre-set choices (designed by you), allows people to focus on your packaging’s specific features. Resist the temptation to go with your gut or obsess over what 1 or 2 people say. Engage in frequent and broad research with your target audience to get the feel you are looking for.