Beverage Package Design

When considering beverage package design, it’s all about shelf-presence. Finding the perfect package and design are the key factors to catch the discerning eye of the consumer. Consumers know what they want and what they like. Most shoppers want to get through the grocery store as quickly as they can, which means your beverage package design needs to stand out among the competition. Distinguishing your beverage will be a challenge that requires expert knowledge of the industry.

Once your target demographic has been determined and your product is developed, the design process gets under way. Every variable is important, as each weighs on the consumer’s impression of your beverage. The color of the drink may or may not be visible but either way it needs to meet consumer expectations. The size and shape of the container will depend on what type and class of beverage is in it. A creative and dynamic approach will be necessary to develop a beverage container that meets customer expectations, fills their needs, but also is unique and enticing enough to catch their attention. Accomplishing all of these goals with your target market in mind throughout the process necessitates an understanding of market research along with a keen eye for design.

A successful beverage package design will express the “personality” of your beverage. Discriminating shoppers both consciously and subconsciously like to make a connection with new products. We are not always aware of it, but we are drawn to certain attributes based on our own personalities and tastes. When a consumer makes an emotional connection to a product, they are prone to remain loyal to that brand. How a beverage package design achieves this emotional connection can seem elusive but it is possible to determine with the right experience and understanding of the market.

Trends are important to be aware of as they also play a pivotal role in the beverage package design process. Market researchers in the beverage industry follows current trends and just as importantly, predict future trends. Just a few years ago, most of us would not have thought that pink would be a popular color for consumer electronics. Now, pink laptops not only fly off the shelves, but they are frequently sold at a premium price.

Some beverages seek to connect with consumers by communicating a message. It may have to do with good health or being natural. If so, the beverage package design must portray that message clearly to the consumer. If the message is high energy, the beverage package design should also say high energy in its shape, weight, and design. Many shoppers are practical minded and choose convenience above all else. If they are your target market, your beverage package design should reflect that message and be easy to handle and perhaps easy to store in a home refrigerator.

Knowing whom you are selling to and what they are looking for will dictate the style of beverage package design you end up with for your new beverage. The success or failure of your product will be determined by these factors.