What makes a great product quickly end up on the clearance shelf? Chances are, its packaging left little to be desired.

We may be taught to not judge a book by its cover. But when it comes to consumer decision-making, that couldn’t be farther from the truth. In fact, a third of all consumer decisions are based on product packaging alone.

That’s why hiring the right packaging design company is not only instrumental but necessary for your success.

Here are several ways to spot a designer who can make your product shine on the shelf.

Honest Reviews and Testimonials

Does your prospective packaging design company have a trail of happy clients to point to? Does their body of work showcase experience and professionalism? If not, you may want to hold out for a designer with a proven track record of success.

Aside from booking a consultation with a designer, make sure to thoroughly read any reviews and testimonials as well. An established design firm should have plenty of reviews on Yelp, Google, and Facebook. You should also find client testimonials on the designer’s homepage along with samples.

How to Find a Packaging Design Company That Understands Your Niche

Finding a design firm with happy clients and solid reviews is a great start. However, this doesn’t necessarily mean that particular designer is the right fit for your product. A design firm that specializes in medical packaging may not be the best choice for a fashion accessory.

For example, this website reveals that this particular firm focuses on food and beverages, energy drinks, and extreme sports.

The best way to find a company that understands your niche is to scope out the packaging designers trending with your competition, industry, and target consumer audience. This will also give you a good idea of what you want before heading into a consultation with a packaging design company.

This brings us to our next point:

Market Research

A reputable packaging design company should have a firm grasp on market research. Going into a design without understanding who the competition is, and where the market is headed, is a recipe for disaster.

There are several ways to conduct market research for product packaging. One way is to create multiple prototypes and test them with focus groups. Focus groups also give you the opportunity to collect additional data with one-on-one interviews, observation, and written surveys.

Can Your Designer Create an Experience?

You know your product is great. You know it adds value to your life and those around you. But consumers at large don’t know that. That’s why your packaging needs to create that sense of experience for customers.

Ask yourself the following questions:

• How do you want people to feel about your product?
• How is this product valuable to consumers’ lives?
• What feelings, colors, and senses do you want people to associate with your product?
• What role does your product play in a particular experience?

For example, if your product is an organic vegan skin cream, what sorts of experiences does it lend itself to most? Aging? Going organic? The veganism movement?

These are all important questions to think about and discuss with your packaging designer. The right company should be collaborative and open to your ideas. If you aren’t on the same page, it will show in your in the final product.

The Importance of Purpose

Does your prospective designer understand the purpose of your product? Are they on board with the mission of your company?

This is another reason why it’s important to find a packaging design company that caters specifically to your niche. If you have an eco-friendly product but your packaging design firm isn’t eco-friendly, this won’t bode well for your final product. Would your designer invest in eco-packaging made from mushrooms, hemp, or even seaweed?

Your company values are extremely important to consider moving forward.

High-Quality Production Standards

A packaging design company may have everything you want creatively, but if production is sub-par, that’s a serious red flag. One o the biggest pitfalls for startups is manufacturing gone wrong.

It’s critical that your chosen company provide packaging proofs throughout the design process. Furthermore, they should have a great relationship with a high-quality manufacturer. The last thing you want is a warehouse full of units you can’t sell.

The 90/10 Rule

An established packaging design company doesn’t forget about their role in the sales process. As a rule of thumb, any content, whether it’s packaging, blog posts or commercials, should be 90% informational and 10% promotional. This is also known as the 90/10 rule.

That’s why passionate product packaging designers focus so heavily on creating an experience through design. 73% of consumers surveyed value experiences that speak to their individual wants and needs.

Here are a few packaging examples that have struck a chord with consumers over the years:

• Apple iPods, iPhones, MacBooks, and more
• Nintendo’s Classic Packaging
• Sony PlayStation
• Fenty Beauty
• Patagonia products
• Lush Cosmetics

These products make their packaging a part of the overall experience without going overboard on design.

The Art of the CTA

Don’t forget about the 10% sales part of the 90-10 rule. Despite crafting a memorable experience, consumers still need that little push to buy. That’s where a great call-to-action comes in and strong product packaging designers know this.

A successful CTA doesn’t have to scream “Buy Now!”, but it should emphasize the necessity of the product. Clearly displaying the benefits of fruit extracts in an anti-aging cream is one way to create a sense of urgency to buy.

Another way to integrate a call-to-action is to use models that represent who your target consumer wants to be. Is your product for weight loss? Don’t underestimate the power of fitness models and ‘before and after’ pictures. These are powerful calls-to-action in and of themselves.

The Next Step

Now that you know how to find the right packaging design company for your product, your next step is to put these ideas into practice. You can’t afford to pick a designer that doesn’t understand what your product is all about.

Need more advice along the way?

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