Top 7 Wellness Packaging Tips to Sell More Products
According to research conducted by Ipsos, 72% of shoppers say that packaging design influences their purchasing decisions. This means that your wellness packaging plays a critical role in attracting and retaining customers!
In today’s health-conscious world, consumers seek products that not only offer wellness benefits but also align with their values and preferences. To succeed in this competitive market, wellness product brands must create packaging that speaks to their target audience, stands out, and provides essential information.
Let’s explore seven wellness packaging tips that can help you sell more products. These tips are based on research, consumer behavior, and industry best practices.
Aventive Studio is a full-service branding agency that helps health & wellness product brands make more sales. You can learn about our rebranding & wellness packaging design services here.
1. Understand Your Target Audience
Understanding your target audience is a critical first step in creating effective wellness packaging to help you sell more products. Your target audience comprises the group of people who shall buy your products, depending on their preferences, needs, and expectations.
To gauge your target audience, you can start by conducting market research, which involves collecting and analyzing data on your potential customers. This data can include demographics, psychographics, and behavior.
Demographic data includes characteristics such as age, gender, income, education, and location. This information can help you understand the basic profile of your target audience, such as whether they are millennials, baby boomers, or seniors and the development of the areas they live in.
Psychographic data includes your target audience’s personality, values, interests, and lifestyle. This data can help you understand what motivates your customers and what they care about, such as environmental sustainability or natural ingredients.
Behavioral data includes your target audience’s buying habits, such as where they shop, how often they buy, and what factors influence their purchasing decisions. This information can help you understand the customer journey and identify opportunities to improve your packaging and marketing strategies.
By understanding your target audience, you can develop wellness packaging that appeals to their tastes, preferences, and values. For instance, if your target audience is health-conscious millennials, you may want to use bright and bold colors, modern typography, and sustainable packaging materials to appeal to their preferences.
The best option is to work with a professional brand strategist who can conduct this market research from an outside perspective and help you see the gaps your business has been missing. Reach out to our Creative Director here to discuss your health & wellness branding or rebranding project.
2. Use Eye-Catching Colors
Using eye-catching colors is another key tip for creating wellness packaging that sells. Color is an important factor in packaging design because it can grab consumers’ attention, evoke emotions, and communicate brand values and messages.
To choose the right colors for your wellness packaging, consider your target audience, product category, and brand identity. We have a whole post about how to choose the right colors for your health and wellness brand here if you want to dive deeper.
For example, if you’re selling herbal supplements, you may want to use green colors to convey your products’ natural and organic nature. If you’re selling skincare products, you may want to use pastel colors to evoke a sense of calm and relaxation.
When choosing colors, it’s also important to consider color psychology, the study of how colors affect human behavior and emotions. The following are instances of color associations:
- Red: energy, excitement, passion
- Orange: creativity, enthusiasm, warmth
- Yellow: happiness, optimism, friendliness
- Green: nature, health, growth
- Blue: trust, serenity, intelligence
- Purple: luxury, creativity, spirituality
- Pink: femininity, love, sweetness
Using complementary colors can also create a visually appealing contrast that attracts attention. For example, pairing blue and orange or purple and yellow can create an eye-catching combination that stands out on shelves.
3. Align Visual Elements With Brand Identity
Aligning visual elements with your brand identity is crucial in creating effective wellness packaging that sells. Your packaging design should visually represent your brand’s values, personality, and mission and create a consistent visual language across all touchpoints.
To do this, you should start by defining your brand’s visual identity, which includes your logo, typography, color scheme, and graphic elements. These elements should be chosen based on your brand’s positioning, target audience, and unique value proposition.
All serious health & wellness businesses should be working with a branding agency for their visual identity. Your customers make a first impression of your wellness packaging within seconds – do you really want them to think you DIY-ed something as important as your branding?!
Browse our past case studies here to explore the brand strategy and packaging designs we have created for our health, wellness, skincare, and cosmetics clients.
Your logo is the centerpiece of your brand’s visual identity and should be prominently displayed on your packaging.
Your typography should be legible and consistent across all products and complement your logo and color scheme. Your color scheme should align with your brand’s personality and mission and be used consistently across all products.
In addition to these core elements, you should consider using graphic elements that enhance your brand’s message and appeal to your target audience.
For example, if you’re selling natural and organic products, you may want to use illustrations of plants and leaves to convey your brand’s commitment to sustainability and environmentalism.
By aligning visual elements with your brand identity, you can create packaging that creates a consistent and recognizable visual language across all touchpoints, including your website, social media, and physical stores. This can help your brand stand out in a crowded market, build brand loyalty, and drive sales.
4. Prioritize Clean Labeling
Clean labeling refers to the practice of using simple and easy-to-understand language on product labels and avoiding confusing or misleading information.
It helps consumers make informed purchasing decisions by providing clear and accurate information about the product’s ingredients, nutrition facts, and other relevant information.
Also, it can help build trust and credibility with consumers, as they are likely to trust transparent brands and be upfront about their products. To prioritize clean labeling, you should focus on the following elements:
Ingredient Lists
Your ingredient list should be easy to read and understand and clearly list all ingredients in order of quantity. Avoid using technical or scientific names for ingredients, and use simple language to describe what the ingredient is and what it does.
Nutrition Facts
Your nutrition facts (if applicable) should be prominently displayed on your packaging and should be easy to read. Include all relevant information, such as serving size, calories, and macronutrient content.
Claims and Certifications
If you make any claims or certifications on your packaging, such as “organic” or “gluten-free,” make sure they are accurate and verifiable. Avoid using vague or misleading language, and provide evidence to back up your claims.
Design and Layout
The design and layout of your packaging should prioritize clean labeling, with key information such as ingredient lists and nutrition facts prominently displayed and easy to read.
Avoid cluttering your packaging with unnecessary information, and use simple and clear language throughout. Aventive Studio’s rebranding & wellness packaging experts can help you with this.
By prioritizing clean labeling, you can create packaging that is transparent, informative, and trustworthy, which can help drive sales and build brand loyalty among health-conscious consumers.
5. Ensure Your Wellness Packaging Is Functional
When creating wellness packaging that sells, it’s important to ensure that the packaging is not only visually appealing but also functional and practical for consumers. Packaging that is difficult to open, store, or use can negatively impact the overall consumer experience and lead to frustration, which can ultimately hurt sales.
To ensure your packaging is functional, consider the following elements:
Wellness Packaging Materials
Choose packaging materials that are safe and appropriate for your product. For example, if you’re selling liquid products, use packaging that is leak-proof and can withstand transportation without damage. If you’re selling food products, consider using packaging that can preserve freshness and prevent spoilage.
Ease of Use
Make sure your packaging is easy to use and convenient for consumers. This could mean using packaging with a handle or grip or using resealable packaging for products that need to be used over time.
Storage and Shelf Life
Consider the storage requirements of your product and choose packaging that can protect it from light, air, and moisture. This can help preserve the shelf life of your product and prevent spoilage.
Eco-Friendly Options
Consider using eco-friendly packaging options, such as biodegradable or recyclable materials, to appeal to consumers who prioritize sustainability and environmentalism.
Labeling and Information
Ensure that all necessary information is included on the packaging, such as usage instructions, warnings, and expiration dates. This information should be easy to read and understand, and the packaging should be large enough to accommodate all necessary information.
By ensuring packaging is functional, you can create packaging that enhances the user experience and makes it easier for consumers to use and store your products. This can increase customer satisfaction, build brand loyalty, and ultimately drive sales.
6. Use Health Claims On Wellness Packaging
Health claims refer to the use of language and messaging on the packaging that implies health benefits or outcomes for the consumer.
While health claims can be an effective way to market wellness products, they also need to be carefully considered and properly substantiated. The Food and Drug Administration (FDA) regulates the use of health claims on packaging, and brands need to ensure that their claims are accurate, truthful, and backed by scientific evidence.
To effectively use health claims on wellness packaging, consider the following:
Understand FDA Regulations
Before making any health claims on your packaging, it is essential to understand FDA regulations and guidelines for health claims. Familiarize yourself with the rules and requirements to ensure that your claims are accurate and compliant.
Conduct Research
Any health claims made on packaging should be supported by scientific research and data. Conduct thorough research to ensure that your claims are accurate and properly substantiated.
Choose the Right Claims
Focus on claims that are most relevant and meaningful to your target audience. Avoid using vague or ambiguous language, and focus on claims that are specific and measurable.
Keep Claims Simple
Health claims should be easy to understand and not overly complicated. Use simple language that is easy to read and understand, and avoid using scientific or technical jargon.
Avoid Misleading Claims
Make sure your health claims are accurate and not misleading in any way. Avoid making claims that suggest your product can treat or cure a specific disease or condition, as this can be seen as false advertising.
By effectively using health claims on wellness packaging, you can help communicate the health benefits of your product to consumers and ultimately drive sales. However, it’s important to ensure that claims are accurate, truthful, and properly substantiated to avoid any potential legal or ethical issues.
7. Stand Out From The Competition
The wellness industry is highly competitive, and it’s essential to stand out from the crowd.
Consider incorporating unique design elements such as embossing, debossing, or foil stamping to make your packaging stand out. You can also use innovative shapes or packaging designs that are not commonly used in your industry to make your products memorable.
Wellness packaging is more than just a container for your products. It can help you communicate your brand’s identity, values, and benefits to your customers.
Need help creating effective wellness packaging that sells? Aventive Studio can help. Contact us today to discuss how we can make your health & wellness brand instantly recognizable — even in a crowded market.