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Think about it. When people walk up and down the aisles of a store or browse online, a product’s package is the first thing they see. If your products don’t have a unique packaging design, how can you expect them to stand out? Packaging design communicates to consumers what they need to know about the product and how it will benefit them.

Everyone who has taken a business class remembers the four Ps of marketing: Product, Price, Placement, and Promotion. You may wonder how important packaging design elements fall in the mix. While some argue that packaging falls under “promotion” because of the attention it draws for the product. Others say the packaging is in a category of its own: The elusive 5th P. That’s something worth exploring. 

It takes more than some bright graphics to gain and keep consumer attention these days. As buyers continue to demand greater brand transparency and value, cosmetic packaging needs to shift focus to appeal to a larger audience.

Your product packaging design does more than you think. It's a first impression that tells your brand story, elicits emotion, and influences purchasing decisions in one fell swoop. Package design wears many hats and needs to address several objectives simultaneously.