With more people embracing alternative diet plans and eating styles, food and beverage companies are recognizing the increased need for healthier products. But out of the hundreds of brands in grocery stores, getting a product to stand out on the shelf takes a lot of work. As you understand the type of product consumers are looking for, learn helpful strategies for marketing healthier products and setting your brand apart from competitors.
To design eye-catching product packaging for health-conscious consumers, you should align your brand’s vision with the average customer’s health goals. People seeking healthier options are much more likely to be conscious of the product’s ingredients, including calories, sugars, and potentially harmful chemicals. Most people aren’t going to spend 10 minutes reading the back of every single nutrition label, so you need to convey as much relevant information as possible in a concise, visually-appealing way.
Lots of companies fall victim to the belief that as long as they slap the words “organic” and “natural” with green coloring on their packaging, their design will be enough. And while color and intentional messaging are essential design elements, they’re not everything. Additionally, many companies overcompensate by using flashy shades and shapes to draw attention to a product. This can lead to confusion or overwhelm the customer.
Without properly balancing the essential elements like font, color, and images, you could rob consumers of the opportunity to make informed decisions about what they purchase. If the messaging you consistently deliver about your product promotes sustainability, using packaging materials that aren’t eco-friendly contributes to unnecessary waste and could damage your brand’s reputation.
Struggling to differentiate your food or beverage product among? Learn how to design food packaging that stands the test of time.
Transform your healthy food packaging design strategy by focusing on the following ideas:
As established, your food or beverage product’s package design should have clear messaging about the product and why it’s healthier than others. This will capture consumers’ attention and draw their eyes to the shelf. Use the most critical design elements to spread this message: whimsical typefaces, engaging (but not over the top) colors, simple imagery, and sensible positioning. And if a primary selling point of your product is that it’s gluten-free, for example, make sure it’s prominently displayed on the front of the package.
It’s safe to say that many healthy consumers are always on the go. From constantly traveling to attend work to raising children and other duties, more people are prioritizing convenience to keep up with the ever-changing demands of life. This philosophy applies to purchasing food and beverages, as well.
Snack culture is all the rave, and healthy consumers enjoy them, too. As they look for healthy alternatives, they also seek packaging design that reiterates how simple and easy your product is to eat. For example, if you’re marketing a pack of organic nuts, using creative images that reference the size of the nuts and their health benefits can be more enticing and make consumers feel good about their decision.
Along with an attractive design, brands should also consider how they promote their products. Promotional materials, such as advertisements and point-of-sale displays, should be designed to emphasize the product’s healthy attributes. Additionally, these materials can be used to educate consumers on the importance of good eating habits. These ads and displays can create a positive association between a brand and a healthy lifestyle for consumers, which may also increase their likelihood of purchasing the product.
We can’t stress it enough. When it comes to healthy food packaging design, nutrition is key. Brands must ensure that their products provide the nutrients and minerals needed in a balanced diet. This means that product labels should clearly display the nutritional facts and ingredients on the packaging so that consumers can decide what they eat and buy.
Additionally, brands should consider using symbols or icons on their packaging to quickly communicate important nutritional information to consumers. These symbols can help consumers easily identify products that meet their dietary needs, such as gluten-free, dairy-free, or vegan.
By tapping into the trend of healthy food package design, companies can increase their market share and make a positive impact. By focusing on creating visually appealing designs and including healthy lifestyle messages on their packages, these companies are well-positioned to offer healthier product choices that will resonate with consumers.
Does your food product need swift brand analysis and product positioning to tap into a specific market? DePersico can help. We’re a design studio that helps food and beverage brands tap into their full potential and make meaningful conversions.