Amy Pigott What comes to mind when you think about what makes a product successful? You probably jump straight into the obvious. Price? Correct? Function: Does it do what it’s meant to? Both are incredibly important factors.
Photo by Suzy Hazelwood: https://www.pexels.com/photo/assorted-cosmetic-lot-2536965/
But here’s the thing: Most of the time, the thing that makes someone actually choose your product over the one next to it on the shelf isn’t the big headline features. It’s the details, the quiet little things that don’t shout for attention but make all the difference.
Textures Speak Before You Do
Two products can be identical in design, but if one feels solid and the other feels flimsy or sharp, your brain will make the decision before you even realise it. The same goes for when people handle your product, too. They want the one that feels like a “quality” product and doesn’t scream “cheap”. It’s not the detail that people mention in the brochure, but it’s definitely something that matters.
Colours People Don’t Forgive
Everyone knows colours can make or break a product, and it’s up there with texture for making a good first impression. If you’re trying to colour match your brand shade and you end up even just a fraction off, it can stand out like a sore thumb. Imagine ordering thousands of units only to discover the shade doesn’t quite fit with what you wanted or expected. It’s the inconsistency that makes a brand look sloppy.
This is why businesses often go down the custom route. Locking in the colour properly using tools like colourtone masterbatch can help you ensure that colour mismatches are a thing of the past, and even if no one knows you’re putting in the effort to avoid this mistake, you know it’s working because you’ll be reinforcing trust and brand consistency through each product that hits the shelves.
Packaging Speaks First
Everyone always thinks that packaging is an afterthought when in reality, it needs to be a priority for you. It’s the first thing people notice, and if it doesn’t hit the right way, your product will end up languishing on the shelves. Again, if the packaging feels cheap like the product itself, then the customer will assume it’s of poor quality. It’s the fold that sits flush or the clean print that stands out, the material that doesn’t tear upon touching it. These details set the tone even before the purchase.
Design That Works
Another detail that can be overlooked is how the design works in real life. It’s often something that gets ignored until it comes back to bite you. You need it to fit into everyone’s day-to-day life. That handle that hurts when it’s being carried isn’t a good look, the packaging that requires scissors or to pry apart and swearing to open; yep, instant thumbs down. While on paper, in relation to other aspects, it might seem trivial, they all matter in relation to customer perception and can affect sales. You want to design products with humans in mind, even if you can’t explain why; you can’t be on the right track if people can’t use your product and feel comfortable.
