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Las claves para un buen diseño de packaging

Hoy en día, el packaging adquiere un rol de gran relevancia a la hora de promocionar un negocio. Es lo primero que una persona ve de un producto y constituye su primera impresión, a la vez que protege y añade valor a la venta que se ha realizado.

Diseño de packaging

De la forma en que se diseñe el packaging se podrá obtener una determinada impresión en el comprador, que es muy importante. A continuación, veremos las claves de un buen diseño de packaging en la actualidad.

¿Cómo es un buen diseño de packaging?

Para que un packaging sea adecuado, este debe cumplir con una serie de requisitos. Por un lado, debe ser capaz de preservar los productos de buena manera durante el traslado, desde el punto de partida hasta la vivienda del comprador. Luego, debe poder sorprender y provocar emociones positivas en la persona que lo recibe. Finalmente, el packaging debe ser capaz de transmitir la personalidad de la marca y generar una buena experiencia alrededor del producto; experiencia que trascienda al propio producto en sí mismo.

¿Cómo diseñar un buen packaging?

Ahora que hemos visto el rol que el packaging cumple en la actualidad, hablaremos de las claves que se deben considerar para crear el mejor packaging para productos.

Conocer los productos

Un error que se suele cometer es el de querer poner toda la creatividad en un diseño, pero que este no coincida con el tipo de producto que se está comercializando. El packaging debe ir adaptado a cada producto en particular, por lo que es indispensable un buen entendimiento de este al momento de diseñarlo. El empaque debe poder comunicar, aún sin abrirlo, qué es lo que se encuentra dentro.

Además, hay que tener en cuenta que el packaging debe poder proteger el producto a lo largo de todo el traslado. Por eso, es muy importante que se adapte bien a las características del mismo. Por ejemplo, si lo que se comercializa son libros, hoy es posible elegir entre un sinfín de bolsas de papel personalizadas baratas que mantendrán el libro protegido hasta que este sea recibido por el usuario. En cambio, si lo que se vende son vinos, se necesitará otro tipo de empaque capaz de proteger botellas.

Respetar la identidad de la marca

Una de las claves del packaging se relaciona con hacer presente la identidad y personalidad de la marca ante el cliente, hasta en el último detalle. Por eso, es indispensable que a la hora de diseñar se mantenga presente el branding de la marca y sus valores, incluyendo así cuestiones como sus colores característicos, su nombre y otras cosas que se pueda querer comunicar a través de los empaques de los productos.

Conocer a los consumidores

Otro aspecto que se debe tener en cuenta para diseñar un buen packaging es conocer al público objetivo, sus necesidades y sus intereses. Así, será posible personalizar el packaging al máximo, logrando la mejor experiencia en ellos cuando reciban sus productos. Desde cinta adhesiva personalizada hasta bolsas y empaques de todas las formas, tamaños y colores, son muchas las posibilidades que el packaging hoy presenta. Por eso, es muy importante dedicar algo de tiempo previo a conocer a los consumidores para saber qué es lo que podrá generar un impacto positivo en ellos, cómo se puede sorprenderlos y cómo se puede satisfacer una necesidad a través del packaging.

Tener en cuenta estas claves ayuda a generar los ]mejores diseños de packaging para sorprender a los clientes y brindarles una experiencia de compra única que no sólo genere satisfacción sino que, además, les incentive a realizar una nueva compra en el futuro.

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