The PACT series part 2:
Creating premium perceptions through packaging design
Features of effective premium packaging
The good news is that there are design tips and tricks to help signal and even elevate premium product quality and permissible price perceptions of your product through its packaging. I’ve put together 7 key features of effective premium packaging:
Color psychology tells us that color influences perception and can evoke certain emotions. Which is to say that the colors you use in your packaging design impacts consumers’ perceptions of your product.
Leveraging darker color will help elevate premium perceptions. Black and dark green, for example, can evoke a sense of elegance and luxury. That said, royal purple is my personal favorite.
Alcoholic beverages often strive to establish and elevate premium perceptions. You can see that from the frequent use of dark colors in this category, as well as unique shapes and structures. More on that next.
In the first article of the PACT series, I explained how packaging structure can set your product apart. But it can also offer premium cues. Read the first article to learn more about what packaging structure can do here.
Embossing/debossing is another great way to give your product packaging a premium look. Apart from its tactile 3D appeal, embossed designs relay craftsmanship, precision, and attention to detail, all of which contribute to the impression of luxury and sophistication. Add to that high quality packaging material, and you’re bound to catch the eye of consumers and set a premium perception.
Heritage or certification seals offer important reasons to believe that claimed benefits and characteristics of your product are actually true. They add credibility and instill confidence in your product being a bona fide high-quality offering.
Like seals and symbols, heritage claims convey a product and brand’s authenticity and trustworthiness in the market. By highlighting your brand or product’s heritage, you let consumers know about your longstanding commitment to providing high-quality products.
The color gold has always been a symbol of luxury and success. This is also applicable, to an extent, to silver and platinum. When done right, incorporating golden details in your packaging design evokes a sense of quality, prestige, and value. Infant formula brand Iluma’s packaging is a good example of this:
Gloss adds a smooth, polished look to packaging, which is both easy on the eyes and a mark of elegance. Needless to say, it captures attention and offers a premium look and feel to product packs. The same can be said for smooth matte finishing.
In general, your packaging’s finishing plays an important role in your product and brand image. Texture, material, and even the unboxing experience are key players here.
In our competitive world, leveraging your packaging design to drive premium perceptions in subtle yet effective ways can help dodge the negative price and promotional pressures and instead enable you to command a fairer price for your product. As such, premiumization is well worth your consideration and possible investment.
Want to learn more about designing packaging that stands out and tells a story worth hearing? Get in touch with one of our experts – we love sharing our craft!