Packaging Innovation
fish packaging
April 21, 2014

Make a splash with your next fish packaging design

If you have ever gone fishing, you’ll have experienced it first-hand: fish is an incredibly unattractive animal that hardly smells like roses. In other words: it’s the perfect challenge for packaging designers!

Fish packaging, a challenge like no other

Making unattractive things look and feel attractive is part of what a packaging designer’s job is all about. Take food, for instance. Most of the food items you find on the shelf or in a supermarket’s freezer you wouldn’t normally buy if it wasn’t for the packaging. Meat, especially, would be rather unpleasant to behold if it wasn’t packaged and displayed to bring out the perfect color and avoid unpleasant smells.

Fish is more or less the same: most raw fish can be considered ugly and, moreover, rather smelly. We have the freezer to thank for covering up the smell for the most part, but when it comes to the looks we have to rely on the packaging designers. They came up with a very practical solution that has become the standard for most fish packaging concepts: the vacuum-sealed pouch. The individual packets offer perfectly portioned servings that are extremely user-friendly. So congratulations on a job well-done, then?

Fish packaging design that adds a little extra

Well, sort of. While practical, most of these packaging designs look rather dull. They are just plain transparent pouches that could use a bit more ‘style’. Remember, brands just love to make a connection with their audience and packaging design is the perfect way to do so.

Why not offer a bit more information about the back story of the fish? People love to know where the things they put in their mouths comes from. Give some information about the fish farm that produced the filet or provide other insights that might give the customer a sense of personal connection. Perhaps you could feature a different recipe on each individually wrapped salmon filet or highlight the health benefits of Omega 3 fatty acids?

All these little additions make for a more engaging buying experience, increasing the chance of your products standing out amidst the crowd.

Inspired by SmashBrand