3 fail-safe tactics to create the perfect package: Page 3 of 3

By Warren Becker in Packaging Design on November 06, 2017

3. Invest in good design. How a package looks can make or break a product, especially in such a visually oriented industry. Suave tested this point by switching the letters in Sauve to Evaus, changing the bottle’s design and selling the same product to high-end customers.

It’s important to be deliberate about how you represent your brand because it’s easy to inadvertently give an impression of not understanding your customers’ needs or preferences. Aesthetically, a high-quality design will keep your products from looking dated or lacking attention-grabbing elements, and certain design tweaks—such as color and typography selections—can increase sales.

Keep in mind that there are also legal requirements that cover what’s written on the package, where this text goes, how large it appears and even the proportions of the packaging size to how much product is inside. Both the U.S. Food and Drug Administration and the Federal Trade Commission have rules in place to deter false advertisements.


Your goal is customer loyalty through and through. Attraction starts with just one look, so set the stage for a powerful, aesthetically appealing sight by enveloping your product in the perfect packaging.


Warren Becker is the chief operating officer of Cosmetic Solutions, recognized worldwide as a leader in the formulation and manufacture of turnkey private label skin care and personal care products. Cosmetic Solutions' natural, scientifically proven offerings are used by renowned skin care leaders and physicians, established cosmetic brands and up-and-coming entrepreneurs to help customers achieve results. Becker holds an MBA in International Business from the University of Miami and has partnered in the success of hundreds of health and beauty brands.



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