Now that you have an idea of what your product offers and how it can fulfill consumer needs, you’ll need to create a better picture of your target audience. Once you have an image in your mind of your ideal customer, you’ll be able to design packaging to speak to them on a more personal level. In other words, develop a character in your mind who represents your audience as a whole. You’ll want to have an idea of your target audience’s: Age Gender Income and educational level Occupation Ethnic background Personality Attitudes Interests Values Lifestyles Don’t let this overwhelm you because you don’t need to overthink the details. This is just a general framework to work with. It will help you determine the emotional needs of your audience and what will drive them to purchase your product. Know that you can’t always assume audience traits, either. Sometimes it’s best to interview real customers and find out directly what their needs and expectations are.

Think about your current customer base. What do your customers love about your product? What have they complained about? Make a list of needs your product has fulfilled, and also include a list of needs your customers have but that your product has not always satisfied. Next, consider your competitors’ target audiences. How does a competitor’s audience differ from your audience? What can you do to reach them? One thing to note, however, is that you may not want to go for the same audience as your competitors. You might lose your loyal customers in your niche. It’s good to weigh your options. List every single benefit of your product and then next to each benefit, write down the type of people who need those benefits in their lives.

Consumers often use emotions to make purchasing decisions, not logic. Eye-tracking studies have shown that consumers read an average of seven words while shopping, and they use color, shape and familiarity to influence their purchasing decisions. When you are deciding what to name your product or how to design your packaging, you need to consider how you will reach consumers on an emotional level if you want your product to sell. So, how do you connect emotionally with an audience? First, you need to know how your product works and how it’ll benefit the needs of others. Second, it is vital that you understand your target audience and the things that make them tick. Follow these steps to figure out your audience, and how to build a connection they won’t forget: