How do I know whether to use basic, functional packaging or invest money in a stylish design?
This depends on your product, how you sell it, and its market positioning. If you sell animal feed or cement, for example, then your packaging can be basic – as long as it identifies and secures the product. If you sell air freshener, you will want the package to carry a hint of what the product can do for the buyer – and to look good and sell itself from the shelf. If, on the other hand, you are selling a premium ‘lifestyle’ product such as expensive underwear or fragrance, or even luxury chocolates, then the quality of the packaging design becomes vital in conveying a sense of promise to the buyer. It is worth remembering that premium products tend to make greater profits, so any investment you make in creating appropriate packaging is probably sound.
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