Packaging design

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Packaging design – created with specific target groups in mind

Well-designed packaging is intended to seduce consumers to make a purchase, so here we show you the most beautiful examples of packaging design. Packaging is what stands between us and the product. If we walk into a supermarket to buy milk, for example, we don’t see the milk itself, but shelves full of milk bottles and cartons that try to attract our attention through various different design means and attempt to influence our buying decision. Packaging design comes into play wherever a large number of similar products compete for the favour of the consumer, but cannot be experienced straight away – for example in the grocery and beverage, perfume, cosmetic or toiletries sectors.

Packaging for perfume and food builds trust

It is particular the packaging for food, perfume and cosmetics that offers guidance and creates trust, by promising something that the contents are meant to deliver. Quite frequently, packaging design makes the difference between success and failure at the point of sale. There is plenty of wallflower packaging that can only hope to make its way into your hands or your shopping basket with the help of a well-known brand logo, or thanks to good brand awareness. Some boxes and tubes, small bottles and little pots tempt us discreetly and quietly while others draw attention to themselves quite blatantly with great fanfare. They achieve this with the help of colours and shapes, photos and illustrations, typography, logos, brand signatures and the materials they are made of. This type of packaging is in itself a complex work of art that appeals to all the senses in order to stir our interest within a matter of seconds. First impressions are vital. Manufacturers and designers know that all too well and try to make optimal use of the fact. Beautifully designed bottles for wine and other alcoholic drinks are therefore often extravagant and noble in appearance. Packaging is both a means of advertising and communication. Its aim is to seduce. At the same time, it makes a kind of promise that the contents will be correspondingly luxurious and natural, fresh or nurturing, just as the outer appearance suggests. In the best cases, packaging gives consumers the feeling that the purchase of the product will allow them to belong to the select few – the tea or wine connoisseurs, to those who deliberately opt for organic or vegan food, to the world of the rich and famous or to those who are hip and cool. Target groups often turn into style groups. In addition, there are some strong gender-specific differences in packaging. Depending on the primary target group, packaging will either play on manly, earthy attributes or be clearly identifiable as feminine, as female and male consumers react to different visual and sensual stimuli and make their buying decisions accordingly. However, packaging also has the function of protecting a product, to ensure that it can be transported, stacked and stored safely and it provides important information for example on ingredients, manufacturer or warning notices. We have included image galleries for the CD, drinks, food and cosmetics categories to show you many examples of successful packaging design. Red Dot award-winning projects are recognisable by the Red Dot logo. One or other product with appealing packaging is available for sale online from our partners via the corresponding link.

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