6 questions to ask to create packaging design that sells


Your product is amazing. now present it in a way that will entice your ideal customer to purchase.

1. What are you selling?

This should be front and center. Make it obvious what’s inside the product and make it stand out.                             

2. Who’s buying it?

Get to know your ideal customer. You’ll want to create packaging design that your ideal customer will love. What will stop him/her in their tracks to incite trial?

3. Where/how are they buying?

Are you selling your product at farmer’s markets, in stores, online, all of the above? Once you determine this, consider the environment of where your product will be sold and the necessary structure of the package to guarantee it’s fresh, stable, and will keep well. Do some research on what information is required to be included on the package. Do you need a barcode, legal disclaimers, nutritional information, supplement information?

4. What makes your product unique?

Highlight that on your package design. Do you use fresh, locally-sourced ingredients? Do you consider dietary needs in the production process? Do you use old-fashioned methods to create a hand-crafted food or beverage? Are you an award winning chef that wants to bring your culinary skills to the masses? Are you using your great grandmother’s recipe? Think about what it is that makes your product different and that your ideal customer will love. Make that part of your story and include your uniqueness in fun ways in your packaging.

5. What do you want customer to think in the first 3 seconds they interact with you?

You don’t get much time with people to make a great first impression, so you better make it freaking count. What is the essence of your brand that you want on display within your package?

6. What are some logistical things that you need to consider?

How much space will you have on the shelf? This will help determine the size of container you can use, thus the packaging and labeling. Does your product need to be refrigerated or frozen? I had a client that was bottling a beverage that was not shelf stable. The bottle needed to be refrigerated otherwise it could explode. They eventually found another way to bottle their product, but this could have been a disaster.

Want more tips? Check out my free checklist for creating packaging that sells itself in stores and online.