Does Your Packaging Tantalise The Tastebuds?
There are many well known food brands that we recognise purely on the strength of their logo and packaging; Coca-Cola, for example, or Kit-Kat – both are distinctive, bright and use set fonts to boldly promote the name of the product. Knowing the brand and being attracted by the packaging make half the battle in persuading a consumer to pick your product off the shelf, so it’s key to consider this when looking to design new packaging.
Shape
This is largely dependent on the product (you wouldn’t package a rectangle inside a circle, after all), but that doesn’t mean you can’t put your customer’s needs first when you’re choosing a shape. Making sure that packaging is versatile and ergonomic means that your customer is more likely to pick it above something that isn’t, so consider aspects such as handles, texture and the physical shape during the design process.
Hydropac offers every customer a customized solution for chilled and conditioned shipping. For example, we help a customer with limited freezing capacity to deliver gel packs frozen and ready to use, and we can manufacture almost all shapes and sizes of cooling elements. As a customer, you come first: we are here to help you.
If your item is heavy, or liquid, how will it be picked up easily? Does it need to lie flat/stand upright? If it’s designed to be eaten “on-the-go”, how can the shape of the packaging best make this easy for the customer, with minimal hassle and mess? Can the packaging contain the food as it’s being eaten, to store away for later if unfinished? All of these things are key to creating food packaging that will tantalise the customer’s tastebuds before they get to the checkout!
One other aspect to consider is a clear window – these are great for showcasing the food inside, for both food and drink.
Colour
Colour plays a very important part in how we choose products, especially food. Different colours signify different things to the brain, especially when hungry, so for food packaging, colour is key!
- Red – stimulates the appetite and also makes the brain pay attention to any writing – now you know why many fast-food chains make good use of the colour red (think KFC, for example). Red also signifies love and passion, so for restaurants, red is a good choice to entice people through the door.
- Yellow – makes you feel warm and cheerful, more likely to say “yes” to a purchase because the product makes you feel happy to look at it. Yellow also increases metabolism.
- Orange – another warm colour, this promotes excitement and enthusiasm. You’ll want to strongly consider this as a colour choice, as this type of packaging calls out to customers. Brands such as Jacob’s use oranges and yellows against their black & white logo to make a statement.
- Green – Green = health, eco-friendly and, in some cases, upmarket food produce. If what you’re selling ticks any of those boxes, then consider green as a primary colour. Foods such as veggie meals and salads often come in primarily green/see through packaging, so the green is clearly visible. M&S use a lot of green in their packaging, as do Waitrose.
- Black – A statement colour, black is often used mainly for logos and to stand out against other colour choices such as white, red and orange. However, black can also signify high end, luxurious produce and slimming food choices, so this would be a good colour option but may need to be used sparingly depending on what other colours you’re using. You’ll see a lot of black on brands such as Slimming World and Loyd Grossman foods.
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Sustainability Hydropac and CSR
Sustainability isn’t just a trend for us – it’s a promise. As we innovate, create, and lead, we keep our planet’s well-being at the forefront. With Hydropac, you’re not just preserving the quality of your cargo; you’re contributing to a healthier world.
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