A consumer goods manufacturer has one or two seconds to grab the attention of a customer walking along a shop shelf. Everyone knows that an attractive product sells better because of its packaging, but they still repeat the same mistakes.

In order for packaging to sell, it must fulfil several basic principles:
– to make the product stand out among its analogues and attract consumers;
– thanks to the packaging a person should understand in a couple of moments what the product is and why he/she should buy it;
– packaging should be based on the real preferences and expectations of potential customers – without qualitative research of the target audience;
– in general, the packaging should not cost more than the product itself (in mass-market – by 7-10%).

Literally every person at least once in their life has experienced discomfort when trying to read small text on packaging or when opening an uncomfortable package. What is good for a teenager may be unacceptable for an older person. This is why, when launching any kind of product or service, every manufacturer must learn to understand how it will be perceived by its target audience.

The main thing in packaging design is functionality, not artistic merits. However, not everyone takes this into account.

We know that more than 90 per cent of all consumers over the age of 60 have trouble opening a pack. This means that the focus remains on younger consumers. Older people may have limited mobility or require larger fonts on packaging. Testing products on older people helps to identify and fulfil these needs.

However, we should not think that the focus on products for younger audiences should be less. On the contrary. Younger audiences are the consumers of products distributed on various online marketplaces. Here, the attractiveness of the packaging and the products themselves play a crucial role.