Packaging is the brand’s business card on the store shelf – a curious look is no coincidence
The most important task of packaging is to ensure that pet food remains high-quality and safe from the factory all the way to the food bowl. At the same time, packaging also serves as the product’s business card: it catches the pet owner’s attention and communicates everything essential right there on the store shelf.
Packaging is the symbol of a product. It helps the consumer understand what the product is about and guides them in choosing the right option for themselves or their pet, summarizes packaging design expert and Aalto University senior lecturer Markus Joutsela.
“If the consumer is convinced by the visual design language, the messages, and the suitability of the packaging, they may decide to buy the product. Only after that does their attention shift to aspects related to using the product, such as ease of use, opening and re-closing, and recycling,” Joutsela explains.
The importance of a product’s messaging increases the more independently the pet owner makes the purchasing decision. For example, pet food is increasingly purchased from supermarkets during routine grocery shopping.
Katri Kurki, who is responsible for Prima Pet’s brands, points out that packaging is much more than a protective layer around a product. Its messages distinguish manufacturers and product options from one another, making it easier for the consumer to choose the right product for their pet.
“The role of packaging in grocery stores is much bigger than in specialty shops, where a salesperson is available to assist with the selection and can personally explain the product and the manufacturer,” Kurki says.
Packaging as the brand’s business card
At first glance, the designs on pet food packaging understandably highlight dogs and cats. But when examined more closely with a professional eye, clear differences between styles emerge.
“Products that emphasize responsibility often use a more subdued color palette compared to the brightly colored, attention-grabbing design of lower-priced products,” Joutsela notes.
What all packaging has in common is that it serves as the brand’s business card on the pet food shelf. Its visuals communicate the product’s position in the price category as well as the core values behind the brand promise.
Alongside quality, pet food purchases are also shaped by emotion and the experience created by imagery. And packaging is one of the strongest creators of that experience.
“That’s why the style must not contradict the product’s characteristics. A consumer may choose not to buy an inexpensive product if the label looks too premium – and vice versa.”
Joutsela sees similarities between choosing pet food and selecting a bottle of wine. Common conscious heuristics include the wine’s color, price category, or country of origin. But the final choice is often made quickly, based on visual impression and the feeling that follows. Just as with wine, the appearance of the packaging influences the choice. The impression forms in seconds, often before the buyer even realizes it.
“Consumers are always in more or less of a hurry. When encountering a new product for the first time, we quickly assess whether it looks trustworthy or tasty. Images communicate faster than words. Often the consumer doesn’t even realize what guided their decision,” Joutsela explains.
Packaging is created through collaboration
The pet food aisle in a supermarket is long and full. While capturing attention with the package is important, it is not enough.
“Product safety is the most important thing for both the consumer and the manufacturer. The starting point is that the packaging must be reliable,” Joutsela says.
Designing new packaging and updating existing ones is teamwork.
At Prima Pet, packaging design is handled by an internal team. In addition to graphic designers, the work involves professionals from the product and innovation team, as well as a brand representative from marketing.
“We work closely with manufacturing facilities and packaging material suppliers. When needed, we also use external consulting. Our internal expert team is invaluable – thanks to their expertise, we can incorporate the best knowledge of the products, the market, and consumers into our packaging,” Kurki explains.
In pet food packaging, creativity, visual appeal, and distinctiveness must all support the product’s functional requirements. Above all, the food must stay fresh and safe.
“If the food is wet or contains moisture, the packaging must provide a sufficient moisture barrier. In practice, this is most commonly achieved today with plastic-based solutions,” Joutsela says.
The demand for sustainability is shaping packaging
Plastic is essential in packaging for food and pet food. It protects better than other materials.
“Dry foods can be packaged in non-plastic materials, and plastics can be replaced with bio-based alternatives,” Joutsela notes.
Pressure from consumers is strongly felt in packaging design. Many pet owners prefer materials with the lowest possible environmental impact.
Plastic, for example, is often viewed negatively because of discussions around littering and microplastics. It is also perceived as difficult to recycle, even though recycling technologies are improving rapidly, and some recycled plastics are now suitable for food and pet food applications.
“At the same time, it’s important to remember that the overall environmental impact also includes food waste and logistics, not just the material itself,” Joutsela points out.
At Prima Pet, sustainability is pursued through material choices and thoughtful design. The latest step forward is adopting monomaterial plastic, which enables better and easier recyclability.
“At best, a well-designed package can change the consumer’s perception of an entire product category, but at worst, a poorly functioning package becomes the biggest barrier to purchase. If you don’t understand it or feel it fits you, you won’t choose it,” Joutsela says.
