Good packaging protects your product, great packaging protects your brand. This marketing wisdom captures an irrefutable truth which cannot be denied by anyone who is serious about his or her brand. Packaging design is the first line of interaction with the target or prospective customer. Before your prospect sees, uses or experiences your product, its packaging design makes the first impression. Consequently, whether you like it or not, the way you design your pack can make or break your case.
So then how do you design a great pack? The inspiration for that dream pack design doesn’t fall into your lap fortuitously like a dream come true. Getting the packaging design right is an intricate process that blends focused due diligence with seasoned artistic sense. So how and where do you begin the long, challenging but exciting journey of packaging design? By asking the right questions.
No prize for guessing. This is one of the easier and obvious questions to answer. Knowing your product helps. Is your product solid, liquid, or gas? What are its properties? Is your product unbreakable or fragile, heavy or light, large or small? Is it a mass product or a premium one? Is it a serious food product or a fun snack product? For instance, noodles is a
non-serious snack so Zoopy Noodles decided to have some fun with the packaging design.
A fragile product may need more layers of cushion in the packaging. A large or odd shaped product may need custom packaging. A mass product will require a very different packaging design from a premium one, so on and so forth.non-serious snack so Zoopy Noodles decided to have some fun with the packaging design.
What sets your product apart from the competition? Not only do you need to know your product USP, you also need to be able to highlight it creatively on the pack so the buyer cannot miss it. Afterall, what good is a USP if it cannot be noticed by the prospect on the pack?
For instance, this Sugar Free D’litedoes a good job of highlighting the USPs. Can you spot them easily?
It pays to know your competition, their strengths and weaknesses. And in the current context, it pays to know their products, their USP and most importantly, their packaging design. Is your product just being introduced or are you just redesigning the pack? Who is the market leader in the product category? What is the contribution of the packaging design of the market leader product in its being the leader?
Have you identified the global benchmark of packaging design for the product category in question? You get the drift. For instance, checkout the packaging design of Paper Boat and take a guess as to how they revolutionized the fruit beverage packaging.
At HCF, asking these questions is ingrained in our DNA. Our design team does not put pen to paper until these basic but important questions are answered and understood. In fact, these questions are answered at the early stage of preparing the creative brief that gets shared with the design team. That’s why our packaging design stands out in the crowd.
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Product packaging matters, it is a way of creating appeal in consumers, generating leads and driving sales by providing greater shelf throw.
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