We’re all exposed to hundreds, if not thousands, of brand communications every single day so standing out can be a challenge. With the food and drink industry being a saturated one, it can be overwhelming to know where to start, but the good news is that there is huge potential. The low involvement nature means attracting hungry consumers can be an easy one, tempting them with your mouth-watering offerings if you play your cards right. When designing your takeaway packaging, it is time to think outside of the box in an aim to grab the attention of passers-by, so we’ve pulled together our top tips to get you on your way.
- Establish your audience
To find your position in such a busy industry, find your niche and reach those who will be interested in what you have to offer. Consider your age bracket, location, price point and the interests of said audience so you can use this to base your packaging and messaging on. By undertaking some research into their preferences, you will establish ways to connect with them and build up a community through your brand image.
- Consider the experience
As well as the aesthetics of your packaging, consider the unboxing process. Start by deciding whether it is worth investing into a luxury packaging experience or a quick and easy solution for those on the go, putting yourself in the mind of the consumer and establishing what they are looking for when choosing your product. With packaging being a huge contributor towards first impressions, make yours count by considering every last detail.
- Use the space wisely
Although you don’t have much space to work with when it comes to food packaging, make it count by playing around with your design. Find the perfect balance of getting the essential information across without creating an over-crowded feel that may intimidate potential customers. Your food packaging should accurately reflectyour other brand communications for a consistent image, being easy to spot in public so you can build up a reputation and become a well-known brand. Your brand name and logo are a huge part of your business so ensure they are a forefront, being the first thing a shopper will see before the smaller details such as ingredient list and nutritional information.
- Build up a connection
Show off your personality and win over the hearts of your customers by portraying your human side onto your packaging.Whether you are pride yourself on sustainability by using ethically sourced ingredients, have a family run brand which dates back through the generations or have a young audience who keep an eye on your fun social media presence, use this to your advantage by incorporating it into your designs and implementing it into your brand image.
- Don’t overthink it
Although standing out from the crowd is essential, overcomplicating your packaging can create a barrier between you and your customers. Many shoppers form their first impression on a product within the second, so ensure it is immediately obvious what you are selling. The main text on your packaging should make it clear what is inside and if the shopper is actively looking for more information, they can consult the smaller prints for finer details. Without overcrowding the packaging, you will avoid leaving consumers feeling overwhelmed for maximum potential.