How Packaging Design Can Increase Your CPG Sales: Branding Tips 101
How often have you picked an item off the supermarket shelf because it’s a good product that comes in great packaging? More often than not, love-at-first-sight packaging design is what drives customers to relate to and prefer a brand over its rivals.
Smartphones are the perfect example – a sleek, crisp package with perfect edges comes across as classier and high-end. Ketchup “squeezy” bottles are preferable to messy sachets, twist-and-use cleansing balms are more popular than tubes, and transparent candle boxes are more alluring when you can see what the box holds for you.
From food items and beverages to personal care and household products, ‘Consumer Packaged Goods’ or CPG are products used daily by consumers, typically packaged for sale and consumption. Given today’s competitive market, more nuanced preferences, and the need for a stronger customer-product connection, CPG packaging often determines whether a product is even noticed on the shelf.
This is why businesses must understand that effective packaging design is not merely a cosmetic choice, but a strategic tool that can impact a CPG brand’s sales. A well-designed package attracts attention, conveys brand identity, and ultimately persuades consumers to make a purchase.

The Power of CPG Packaging Design
We live in the age of consumerism, where first impressions matter more than ever. Case in point: CPG packaging design. The product packaging design services market has an estimated value of over $24 billion as of 2023, expected to surpass $32 billion by 2030. This is because businesses understand that packaging is usually the first interaction a consumer has with their brand.
Think of it this way – a visually appealing, informative package is more likely to capture your attention and foster trust and brand loyalty. 94% of consumers say they would be loyal to a brand offering complete transparency, and one way to ensure this is a clearly messaged product label.
After all, packaging design goes far beyond aesthetics. Consistent and recognizable design language can strengthen brand recognition. Every element – right from the colors to material, typography, and content can convey brand attributes like luxury, sustainability, or fun.
The functional aspect of packaging also cannot be overlooked. Effective packaging protects the product during transportation and storage, so it reaches the consumer in perfect condition. This becomes even more important if the product is perishable or fragile.
Packaging also plays good cop in boosting consumer experience. 72% of American consumers agree that product packaging design affects their purchase decisions. A well-designed package, after all, can make the product easier to use, store, and dispose of. It can also create a sense of anticipation and excitement, making the product more enjoyable to own and consume.
What Should CPG Packaging Design Focus On?
Remember this: packaging design is the only form of marketing that influences every customer, no matter what the buying channel. Therefore, one of its primary goals should be towards branding and awareness.
A unique package is memorable and stands out in a crowded marketplace. But how does a package become unique? Strong visuals, unique shapes, and distinctive colors are a few cues. Brands are also coming up with packages offering unique sensory experiences that stand second to none.
Product differentiation is another key objective of CPG packaging design. Packaging can highlight your brand’s unique selling points – natural ingredients, innovative features, superior quality, and so on – especially when the consumer is looking for a special benefit.
CPG packaging should also focus on driving sales by encouraging impulse purchases. Customers are generally attracted to eye-catching visuals, clear messaging, and convenient packaging formats, especially when online shopping.
Consider the fashion industry, for instance, where two-thirds of shoppers demand more accountability about product sourcing, manufacturing processes, and labor practices. Another trend is limited-edition packaging or seasonal designs, which can create a sense of urgency and boost sales.
Finally, packaging can foster brand loyalty by focusing on customer preferences like sustainability. Consumer preference has led to 2.7x faster growth for sustainable products compared to traditional goods. A study also revealed that approximately half of US customers are ready to pay more for sustainable packaging.
Key Branding Tips for CPG Packaging Design
Effective packaging design is the crux for CPG brands to stand out and instantly connect with consumers. The following branding tips can come in handy for packaging that not only looks great but also drives sales:
#1 Clear and Consistent Brand Messaging
Whether the customer is buying your product off the shelf or their e-commerce cart, their buying decisions are almost always affected by the product packaging. The package is their first interaction with what you are offering – ingredients, policies, messaging, identity, and so on.
This is why clearly communicating the key benefits of your product on the packaging design is paramount. The information should be brief and direct, easy to read and understand, and in simple language.
Many brands successfully connect with the customer on an emotional level through their brand story on the packaging. Consider highlighting your brand’s values and unique selling points through great copy, and encourage customers to take the next step.
#2 Invest in Engaging Visuals
Eye-catching colors and typography can help capture customer attention and create a lasting impression. Bold and vibrant colors, for instance, can make a product stand out on the shelf. A well-chosen typeface can make the branding more readable and, hence, impactful.
High-quality imagery is also a critical element for effective branding. Product photos, lifestyle images, graphic illustrations – all visuals should be clear, sharp, and visually appealing.
You can also incorporate memorable design elements like unique shapes, textures, or patterns so your product stands out and becomes instantly recognizable. Combine these elements for a stunning, highly effective packaging design.
#3 Build a Strong Brand Identity
A CPG product with a strong brand identity easily stands out in the market. A few tips to ensure this – consistent brand messaging across packaging elements, steady language and imagery, and a recognizable brand logo. A well-designed logo can instantly convey brand values, personality, and quality. It should be simple, memorable, versatile, and easily adaptable to different packaging formats and marketing materials.
#4 Create User-Friendly Packaging
User-friendly packaging is a major factor in driving positive consumer experience. Consumers prefer easy-to-open and close packaging that saves them time and frustration and makes the product more appealing. Additional features that can improve the user experience are resealable closures, tear-off tabs, and easy-peel labels.
Convenient storage solutions also add value to the product. Think of packaging that can be easily stored in a pantry, refrigerator, or freezer. This can make a product more practical and appealing to consumers.
Eco-friendly materials are all the rage today, considering their big role in reducing environmental impact. A study by IBM and the National Retail Federation showed that 70% of consumers in North America consider sustainability and eco-friendly practices important when selecting brands. As more brands incline towards sustainability and user-friendliness, packaging design is also assuming a functional and responsible form.
#5 Evoke an Emotional Connection
One of the best ways to leverage packaging design is to create an emotional connection with consumers. For instance, incorporating storytelling elements into the design can evoke positive emotions and create a personal connection with the audience.
Beautifully crafted stories can transport consumers to a different time and place, evoke nostalgia, and inspire hope. These stories can reflect your brand’s history, values, and unique selling points. An additional advantage – the sense of authenticity and trust that comes with such thoughtful branding.
Well-designed packaging can also be a strategic tool to evoke specific emotions like joy, excitement, or relaxation. For example, vibrant colors, playful imagery, and calming typography go well with a fun product or brand. Darker colors, calligraphic typography, and minimalism can convey a sense of luxury.
How Packaging Impacts Consumer Behavior
Packaging design can massively dictate consumer behavior, especially when it comes to impulse shopping. How often have you found yourself adding an eye-catching, vibrant product to a cart because it is just so unique? Or bought products at the supermarket you weren’t planning to because they made you feel like you needed them right away?
The idea is that packaging design can create a sense of urgency, exclusivity, or both, thus triggering impulsive buying decisions.
Consistent branding is another critical aspect of good packaging design, because it can reinforce brand recognition. Consumers find it easier to identify and choose their preferred brands when the packaging is both constant and memorable. This can be a sure-shot way for repeat purchases.
Packaging also dictates consumer perceptions of product quality and value. High-quality materials, elegant designs, and premium finishes often create a sense of luxury and exclusivity. Brands that invest in premium packaging usually attract higher prices and more customers.
Conclusion
CPG packaging design is your keystone to brand success. From the first look to the final unboxing experience, it has the power to create a lasting impression. Businesses can create packaging that attracts consumer attention, conveys brand identity, and drives sales once they understand the psychology of consumer behavior and design response.
There are also some tricks companies can have up their sleeves to maximum the packaging’s impact. This includes high-quality design elements, clear brand messaging, and a strong brand identity. Invest in professional packaging design services from Aventive Studio and ensure that your packaging is always on brand, on point, and on fleek.