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A good package design must do three things: get attention, communicate multi-tiered information quickly and easily, and powerfully influence the buying decision. There are several ways to effectively maximize approximately thirty seconds of consumer attention.

Product positioning. Measure your product brand and messaging against the competition. Alongside products in the same category, does your package stand out? How do you wish to differentiate your product? Is your brand and product story clearly defined? Make sure the impression is clear and intentional.

Package functionality. Examine design options against essential criteria. Use the highest-quality materials available within your budget to withstand the rigors of handling, and as package quality is likely to affect perceived product value. Make sure the package is appropriate for the product. Although this may seem elementary, an appropriate package can encourage the consumer to interact with the product (and therefore the brand). If the package design makes this interaction cumbersome, the consumer may give up on your product and move on.

Product messaging. Making the brand name or identity prominent along with featured uses and benefits is important. Resist the urge to put your entire story on the package. Too much clutter obscures your message. The goal is to help the consumer grasp key product details quickly and move them closer to the buying decision.

Brand reinforcement. Clear messaging is key but so is consistent messaging. Does your advertising (i.e. website, literature, collateral) support the brand of your product? Don’t underestimate their role. The more your target market is able to identify with your message, the more successful the brand and all elements that adhere to the brand.

Visual appeal. The lifespan of a product package is typically five years or less. Packaging should always appear current, fresh and professional. Highlight product attributes that resonate with current customer demands.

Details. Legal and industry packaging requirements will affect the design and should be considered early. Legal statements must appear on certain types of product packaging, including technical and legal jargon, drug facts, food and allergy labeling, warning labels, and language translations. For example, English copy translated into French or Spanish typically takes up one-third more real estate. Plan and allocate appropriate space to prevent a package from looking cluttered and low-quality.

It is estimated that a package will only receive thirty seconds or less of consumer attention. Maximize product visibility by clearly defining your brand and message. How you brand and position your product to resonate with your audience can be measured in how quickly key messages are communicated, and ultimately how well your product sells.