Designing packaging for baby formula is a delicate and intricate task that goes beyond aesthetic appeal. It involves considerations of safety, functionality, and conveying essential information to parents.
According to PackMojo, brands spend 10 to 40 percent of their product’s retail price on packaging. Of course, the research that goes behind the packaging itself can cost more than that at times. Some products, including baby formulas, require more thorough research than other products. That’s because for products like baby formulas, apart from the aesthetics, other factors, such as providing safety information, are vital.
As parents place immense trust in the products they use for their infants, the packaging plays a crucial role in building that trust. In this article, we will explore a few indispensable tips for designing baby formula packaging that combines both visual appeal and practicality.
#1 Prioritize Safety and Information
The paramount concern when designing baby formula packaging is the safety and well-being of the infant. The packaging must adhere to stringent safety standards to ensure the formula remains uncontaminated and retains its nutritional value.
Moreover, the packaging should prominently display essential information such as nutritional content, preparation instructions, and expiration dates. Clear and concise information helps parents make informed decisions about the product’s suitability for their child.
Sometimes, it’s also important to put in a bit of extra information on the packaging regarding the product’s safety. This is especially important after events where the public perception of baby formulas becomes somewhat negative. The toxic baby formula lawsuits against manufacturers Similac and Enfamil can be good case studies for this.
According to TorHoerman Law, these brands of baby formulas were found to cause necrotizing enterocolitis (NEC) — a severe intestinal condition – in infants. Because of this, toxic or NEC baby formula lawsuits were filed against the manufacturers.
According to the latest NEC lawsuit update, the estimated settlement amounts for these cases can range between $5,000 to more than $500,000. Moreover, because of these lawsuits, many parents started avoiding baby formulas entirely.
Hence, manufacturers who practice utmost safety in producing the formulas should highlight the fact that their products have no risk of NEC. That way, parents won’t be discouraged from buying their products. If needed, manufacturers should showcase safety certifications or seals on their packaging to support their claims.
#2 Embrace Simplicity and Clarity
The design of baby formula packaging should prioritize simplicity and clarity. A cluttered and confusing design can overwhelm parents, making it difficult for them to quickly and accurately locate vital information. Opt for a clean and straightforward design that conveys a sense of trustworthiness and professionalism.
Choose a font that is easily readable and maintain a consistent color scheme throughout the packaging. According to PKG Brand Design, easy-to-read fonts, like sans-serif fonts, are often the ideal choices for packaging design. Employing a simple yet effective design will make the packaging visually appealing while ensuring that parents can easily identify and understand the information presented.
#3 Consider Convenience in Handling and Storage
Parents, especially those with infants, often have their hands full. Therefore, it’s crucial to design baby formula packaging that prioritizes convenience in handling and storage.
Opt for packaging with easy-to-open seals and resealable closures, allowing parents to dispense formula with minimal effort and mess. Consider the size and shape of the packaging, ensuring it fits comfortably in diaper bags and storage areas.
Also, incorporating a measuring scoop or dispenser within the packaging can enhance convenience during formula preparation. Most baby formula brands provide such measuring scoops with all their products. These scoops, although small additions to the products, can make life much easier for parents.
By addressing these practical aspects, the packaging becomes an ally for parents rather than an added hassle.
#4 Stay Compliant with Regulations
Last but certainly not least, adherence to local and international regulations is non-negotiable in designing baby formula packaging. Ensure that the packaging meets all legal requirements and standards related to safety, labeling, and health claims.
For instance, the US FDA requires formula manufacturers to ensure that the water they use in the formulas meets US EPA safety standards. If needed, brands should include certification details on the packaging that highlights the fact that they maintain proper compliance and safety standards.
Failure to comply with regulations not only puts the brand at risk but, more importantly, can jeopardize the well-being of infants consuming the formula.
In conclusion, designing baby formula packaging requires a delicate balance between aesthetics and functionality. This ensures that the packaging not only attracts attention on the shelf but also earns the trust of discerning parents.