Premium packaging… what is it?

The role of packaging is not limited to its protective or promotional function. It also informs about the quality of the product and is its calling card. Premium packaging is not only about the words “prestige” or “high quality” – it is above all high quality, manifested in every detail.

They say that you should not judge a book by its cover, but in the case of packaging, this saying does not apply. Why? Because it is the factor that has the strongest impact on the customer and encourages them to reach for a specific product.

A customer who has noticed a given packaging has specific expectations regarding it, which must be met. The packaging informs about the features of the product, its quality and allows it to stand out on the store shelf. Additionally, it responds to the needs and questions of consumers, thus transmitting specific visual and textual messages.

In the case of premium packaging design, less frequently used materials, varnished surfaces and unusual shapes are used, and all these activities are aimed at distinguishing high-end products from those available to everyone. When creating high-class packaging, loud, bright colours and aggressive shapes are avoided in favour of subdued typography and gentle, elegant colours.

Metalized substrates refined with special foils are used for their production, which allow for obtaining unusual visual effects, as well as special hybrid varnishes. Thanks to the possibility of combining various printing technologies, unusual raw materials and construction solutions, it is easy to create exclusive packaging that looks good and can be used as a gift. However, it must be remembered that designing premium packaging, due to technological and raw material costs, involves a greater financial outlay than in the case of ordinary cardboard packaging.

High-end products have their own rules. Customers have special expectations of them not only in terms of their composition, but also the design of the packaging, and in the case of premium products, minimalism, simplicity, uniqueness and elegance are important.
In “high-class” packaging, black is often used, associated with luxury and elegance, as well as silver and gold, giving an aura of prestige.

There is no denying that appearance matters, and the principle of “you are perceived as you are perceived” is also justified in the packaging industry. Luxury packaging should be a preview of the high quality of the product it contains. This is important because introducing a brand to the market with an incorrectly selected design can result in low demand for a given product.

A demanding consumer wants to receive not only the product itself, but also a luxurious setting. In order to design attractive packaging that will also delight with its quality, cooperation between people involved in marketing, graphic designers and sales is necessary. In the battle for the consumer, it is important to offer them packaging that will guarantee brand recognition and will be an effective advertising weapon.