A person forms an opinion of an outdoor brand within seconds of seeing its product packaging, so it’s essential to follow best practice design tips. When you spot your flagship product on a store shelf, you’ll know the effort was worth the end result — but arriving at an impeccable design is a marathon, not a sprint.
Outdoor brands creating new or refreshed packaging can make their product stand out using bold, on-brand designs, concise messaging and sustainable materials. Creating a package that accurately portrays your brand without compromising functionality or cost makes the art of creative package design for outdoor brands a demanding process. Still, achieving a perfect package is a worthwhile endeavor, and with these design tips, your company’s products will create winning first impressions.
Packaging Design Tips and Material Considerations
Functionality, cost-effectiveness, branding, sustainability and customer appeal are the five main factors an outdoor brand must consider when designing a product package and selecting materials. Lifestyle and performance brands should follow design tips to align the package’s look and structure with your brand identity and consumer values.
Design Functional Packaging
How an outdoor product’s packaging functions during transport, in storage and on shelves influences people’s first impression of the brand. E-commerce companies must especially consider the practicality of a package. If a carton doesn’t adequately protect an item in transit, a customer receiving the damaged good may decide against future purchases.
Brands must also consider how the design enhances the customer experience. A resealable bag or lidded box increases user satisfaction by providing an easy storage solution (a bonus for seasonal outdoor products). Tamper-proof seals and smart interior containment prevent theft of expensive outdoor gadgets and protect elements during transit.
Balance Creativity With Cost-Effectiveness
Outdoor brands must consider the cost of packaging solutions and how these decisions can affect the perceived value of a product. Lower-end or bulk packaging may be perfect for inexpensive or single-use items, but packaging higher-priced items this way creates a poor first impression that cheapens the product. Put your creativity to work to utilize one or two premium elements, like top-tier paper quality, embossing or a matte finish to balance your budget without sacrificing a remarkable finished package.
Packaging size also plays into carton material decisions. A product that fits just right in its box feels custom, and careful sizing minimizes expenses for void fill, shipping and storage. Creating a thoughtful creative layout for an outdoor brand’s packages utilizes the material’s footprint to increase the yield and save money without resorting to a stock equivalent that falls short on that first impression.
Prioritize Branding Throughout the Package Design
After carefully developing a brand strategy, it only makes sense that packaging designs carry out the aesthetics that have proven to resonate with your target audience. A cohesive look and feel creates a memorable first impression and increases brand recognition. Shoppers can easily look for the colors, fonts and design elements they associate with your outdoor brand to identify your product line in any crowded storefront.
These outdoor product packaging design tips also apply to branded cartons and dunnage for e-commerce companies. Custom shipping cartons, branded stickers or tape, and custom packing paper add perceived value and make unboxing an exciting customer experience. Use shelf-ready packaging to expand your real estate on store shelves and add QR codes for increased brand engagement.
Surpass Competitors With Sustainable Packaging
Digital printing allows outdoor brands to choose recycled and sustainable materials without compromising the design. Eco-friendly packaging makes a powerful first impression on most consumers today — especially outdoor enthusiasts. A survey by Trivium Packaging revealed that 71% of consumers have chosen a product based on its sustainability credentials and that 59% of them look for this information on package labels. Brands set themselves apart with products featuring sustainability certifications and by their actions, including:
- Shipping items in compostable mailers
- Offering a returns program for empty product containers
- Reducing package sizes to avoid inserts, filler and dunnage
- Leveraging double-sided printing to reduce paper and material use
- Implementing QR codes on packages to reduce paper instructions
Create a Package Customers Can’t Resist
Visually stunning, appealing packaging creates an emotional connection with your target audience and influences purchase decisions. Bold, on-brand colors and eye-catching package shapes increase the likelihood of someone picking up your product to take a second look. A logical package design that places important messages front and center creates an irresistible sales pitch, whether you’re highlighting the brand’s mission or a clever tagline. Use concise selling points so shoppers easily understand how your product amplifies their outdoor pursuits.
When all the elements we’ve discussed — function, perceived value, branding and sustainability — are on point, your product packaging can magnify your outdoor brands’ appeal to target audiences.
Tips To Avoid Packaging Fails
There are many things an outdoor company should avoid in its packaging design, including misleading claims, overpackaging and inconsistent branding. These outdoor product packaging design tips safeguard against these mistakes and help a performance company create a strong, successful product:
Start With a Design Strategy
Collaborations between creative agencies for outdoor brands and internal marketing teams can produce jaw-dropping product packages, but execution falls flat if the strategy isn’t right. Take Tropicana’s rebranding failure as an example of packaging design gone wrong. Being different just for the sake of being different won’t do anything for your brand — and often leaves consumers feeling confused. Whether you’re relaunching a signature line or creating something new, don’t overlook the importance of customer surveys and social monitoring to gauge people’s reactions before you move forward.
Go Beyond a Packaging Facelift
If you’re rebranding your company or introducing new packaging, think beyond its appearance and explore ways to enhance its functionality and reduce its environmental impact. These factors put your company ahead of competitors only focused on trending graphics. Consider what changes will make production more efficient or greener, and add messaging to the package to convey that improvements go beyond the new look.
Test the Package Design
An outdoor brand may be accustomed to making indestructible gear, but crush-proof packaging is a different game. Companies should thoroughly test new package design concepts before committing to confirm which holds up best to shipping stresses without posing challenges for consumers. These checks and balances help outdoor brands find the sweet spot between the package’s design and its functionality.
Stick To Your Values
Double-check that your packaging methods don’t contradict how you mark your eco-friendly products. Consumers will catch inconsistencies, like shrink-wrapping a product labeled plastic-free, and call you out on them. Likewise, if containment wrap is biodegradable or compostable, your messaging should clearly state this to support your brand’s values and create a favorable first impression.
The right package design can blow competitors’ tired-looking packages away and push an outdoor brand past its rivals. Before you dive in, contact our marketing firm for outdoor brands to partner with skilled creative packaging designers who understand how to target this competitive market.