One of the most important aspects of your packaging design is the copy you include. Visuals are engaging and colors draw interest, but it’s the actual text that will pull most of the weight in the customer’s purchasing decision.
But copywriting for packaging requires a thorough understanding of visual design, point-of-purchase marketing, and branding awareness to get right. You’ll want to work with a creative team who have experience with this type of messaging, but use these tips as a starting point.
Quantity does not mean quality
First, realize that you’ll need to be choosy about what copy to include on your packaging. We get that it’s tempting to list every feature and benefit in the interest of providing a clear value proposition, but you have limited real estate to work with on your packaging. Ruthlessly purge every aspect that isn’t essential.
Must-Have Elements
Obviously, you’ll need to include the product name, ingredient list, and your brand logo. But aside from the basics, there are plenty of other messaging strategies to consider:
- A clear product descriptor: By law, packaging must offer a clear descriptor of your product. For example, if you’re selling organic honey under the name “Nature’s Harvest”, you’ll need to add a line below it specifically stating that the product is, in fact, honey.
- Key differentiators: This is where you get to be creative. Think of the most important elements that define your product and make you different from your competitors—these are the elements you’ll want to add. Do you use all natural ingredients? Tell them. Is the product organic? Mention it on the front. Your goal is to clearly show what the product is and why shoppers should choose it over the product sitting next to it on the shelf.
- A call to action: Include a call to action for customers to visit your brand website. As they say, packaging keeps selling after the purchase has been made, and directing customers to your website can help reinforce your brand while integrating your physical and digital assets.
Use lists and bold formatting to help key points stand out. Avoid blocky chunks of text. And when in doubt about a message, ask yourself “is this something that the customer needs to know at the point-of-purchase?” If you can confidently say yes to this question, you’ll be well on your way to designing packaging copy that converts.
brandHEAVY is a strategic creative studio specializing in branding, packaging design, and product marketing. Our mission is to take your product and create personalized branding solutions that create instant brand recognition. Contact us for more information about how we can help you build a design your customers will love!
