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"WeListen" Blog

How to Expand Your Audience with Effective Packaging Design

Effective packaging design is useful for many reasons. It speaks to consumers about the product inside and showcases the individuality of your brand.

Packaging design can make all the difference when trying to attract new consumers to your brand. According to Red Lounge, the average supermarket carries around 40,000 unique products at any given time. This means yours has to stand out from all the rest.

When handled correctly, CPG packaging design can greatly expand your consumer base. Here are steps you can take to find the right design that speaks to multiple consumers and audiences.

Sustainable packaging for cosmetics

Why Packaging Design Matters

Packaging is the consumers’ first impression of a product or brand. It’s what they see before anything else.

In addition to protecting the product, CPG packaging also helps sell it. There are several aspects that tie into the product. For example, packaging design should entice and persuade consumers to choose your product over the rest.

Appealing CPG packaging attracts the attention of consumers. Though you may target a particular group of buyers, the right packaging design can help you expand to other audiences through brand differentiation.

Know the Consumer

The key is understanding consumers. To do this, look at other products to see what they're buying and take note of CPG packaging features. Also, keep up with current packaging design trends. This will give you a good idea of what’s working and what isn’t.

But most importantly is actually engaging with customers and getting their opinions to better communicate an authentic brand story through package design. With regular contact you are able to receive feedback and understand attitudes to create an advantageous package design strategy that will resonate with your consumers. At PKG, we called this our Consumer First® approach.

Appeal to Emotions

Appeal to the emotions of consumers through their senses. Your CPG packaging should be eye-catching. Use fonts and colors that are easy to read and that relate to the product. For example, if you sell lipstick, consider using a box that's the color of the shade inside.

The CPG packaging should also feel good in one's hands. Textured packaging is a popular design trend. Sleek, smooth packaging is often used for premium products and feels as high quality as the items they encase.

Connect Through Values

Consumers purchase products from brands that align with their values. For example, consumers who value sustainability will purchase products from brands whose packages are made from recyclable materials, are recyclable or are biodegradable. Creating sustainable CPG packaging shows your commitment to eco-friendly protocols and speaks highly of your brand.

Appealing to consumers’ values increases the likelihood they'll purchase from your brand again. Repeat business means consumer loyalty. Happy buyers will tell others about their purchases, which can expand your audience.

Saran-wrapped packages

Increase Brand Visibility

Attractive packaging is visible on store shelves. It appeals to the curiosity of consumers and makes them more likely to pick it up and read the label.

Be creative with your CPG packaging. This gives your brand a stronger presence and places your product front and center. Use quality packaging design. This means quality printing, sturdy packaging materials, and premium packing materials inside. Consumers will notice your attention to detail.

Also, know that packaging structure is as critical as graphic design, as it provides functionality that protects and delights when properly executed. When structure and design are artfully balanced, magic happens for your brand in-store and online.


Consumers take many factors into account when purchasing products. How the CPG packaging looks and feels in their hands is important, but they're also drawn to how it makes them feel. Environmental psychologist Paco Underhill assesses, “People tend to gravitate to the [center] of displays when it comes to shelf placement. We seem to have this sort of homing instinct, and there’s research that shows people are more likely to buy something that’s in the [center] of a display.”

Effective packaging design is a healthy part of product marketing. It persuades consumers to trust your brand and promotes your product both directly and indirectly.

PKG Brand Design is always at the forefront of new CPG branding and packaging initiatives. Subscribe to our blog for the latest package design industry news!


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