Weeks 9 - Design Analysis: Packaged Products
Divide into groups of 2–4 students.
Google Research
- 10 do's and 10 don't of packaged product design
Each group finds and presents:
- 2 Good samples: What works? Type, Art, Color, Layout, photo direction, Target Market?
- 2 Poor samples: What doesn't work? Why are these poor samples?
• Email me your findings: kuncec@westerntc.edu
• Groups are to create a visual and present their finding to the class. All must speak.
Cool Packaging Samples
Packaging Design Do's
- Use Adobe illustrator
- Mind Your Dieline
- Watch Your Bleeds
- Converting Text to Outlines
- Embed Those Files
- CMYK Always
- Use Rich Blacks
- Those Damn Barcodes
- Print and Assemble
- Proof This!
- Do your research on competitor products
- Who is your audience?
- Is it the brand or the product that’s important?
- Four Seconds is all you have to grab attention on shelf
- If your designing for an entire range - plan your strategy of mark-up between products
- Keep it short
- Don’t use trends because they look cool. Put yourself in the customers mind.
- Make it green – 66% of consumers say they feel products are over packaged.
- Don’t skimp on quality printing.
- Remember to have fun with your designs. Your Product Package Must Convey a Compelling Brand Story
- Your Product Package Must Match Consumer Expectations for Its Category Yet Also Differentiate Itself from Its Competitors.
- Your Product Package Must Be Easy to Read, With Good Flow and a Clear Hierarchy of Design Elements
- Make your package the star. If your package is interesting, i.e. highly appetising, or if it has a special feature or gives a new/key message, then present the pack in an interesting, if possible surprising way.
- Bring the interest to the product inside the package. People aren’t just interested in a package; always in how the product tastes or what good it does to you.
- Take an honest look at your product packaging. Is it working to your product's best advantage? Are there changes that you have put off making due to lack of time or money? Implement a plan to review one product at a time or a family of products if they are interrelated. An important factor to consider when making any changes is the continuity of the brand. Don't change for change's sake. That only serves to alienate the customer.
- Give your product packaging to an outsider to review. Ask someone who knows nothing about your product and your packaging to evaluate it. Ask for an honest opinion of what they like or don't like and ask what they think might be missing. Ask them to be objective and honest. Many times product developers get caught up in their own opinions and it's good to get grounded with an outside consumer perspective. NOTE: Be objective about negative opinions. Delve in to the actual reason someone may not like your packaging.
- Go to at least five different retail outlets and look for comparable or competitive products and assess their shelf appeal. Is there a particular characteristic that appeals to you? It could be color shape, innovative design. Determine if you think their packaging is better than yours. What stood out in your mind about that particular package? NOTE: You don't want your product packaging to mimic the competition. INSIDERS TIP: Play dumb and ask another shopper to make a decision about which product they like best. Then ask them why they chose that package.
- Step back from your product on the shelf at least five feet. Does your product stand out among the competition or is it awash in a sea of sameness? Is it difficult to distinguish one product from another? Is there a USP (unique selling proposition) that makes your product more interesting or more consumer friendly? Note: Many private label brands trade on brand recognition from the branded product. If your packaging goes that route, make sure you are not copying or infringing on someone else's design or trademarked product packaging.
- Walk the isles out side your product category. Look for crossover innovations that can be utilized in your existing product. Look for new ways of designing or dispensing a product. For example many products are moving out of rigid containers into flexible pouches. An innovative concept that changes what and how people buy is what you are trying to capture through packaging. Take wine as an example. Just how many ways can it be packaged?
- Review trends and predictions for your industry. Is your product packaging in line with where the industry is going? Is your market moving in a new direction or are outside influences driving what is happening to product packaging? A good example is the current movement toward "green" product packaging. Are you so specialized that you may be alienating many potential market opportunities?
- Read from cover to cover at least two industry publications. Pay special attention to marketing case studies or product makeovers. Look for new innovations or ideas that you can incorporate into your existing product packaging. Read the ads too. They always showcase the latest industry innovations and equipment.
- Subscribe to the industry blogs, e-zines and newsletters relevant to your product. Don't subscribe . . . read them. Pick one or two that you like or that provide pertinent information and discard the rest. There is such a thing as too much information that can either confuse you or make it impossible to make a decision because there is always a new and a better package out on the market. So read my blog I'll do all the hard work for you.
- Plan to attend at least one industry trade show. For every type packaging or industry there is a show to attend. Some are very specialized others are more generic. Find what works for you and plan to attend one.
- Last but not least think about ways to improve your product packaging. Make it easier for the consumer to use, find, carry, store, open or find important information about your product. Some of the simplest innovations can revolutionize an industry though innovative product packaging.
- --Over 25 years ago, Sargento introduced the re-sealable zipper closure on their cheese packaging.
- --Over 50 years ago Sambrailo introduced the plastic clamshell for Strawberries.
Plastic Clamshell Packaging… the rest is history. So where is your life changing packaging innovation? Whether you can accomplish all ten tasks or just a few, the most important issue is that you decide to move forward one packaging step at a time. Let's face it. Consumers are a fickle bunch. It doesn't take much to turn them off. In fact, you only have 2.6 second to turn them on. That is how long you have to persuade them to buy your product and the only way to do that is through compelling packaging. Yes, your package is your number one salesperson and once you have lost the opportunity you may never get it back.
Packaging Design Don'ts
- Use to many colors
- Use to many different fonts
- Make it to busy for the eyes
- Steal other ideas
- Make it look boring
- Make it inappropriate
- Use distracting background
- Use all upper case, even for headlines
- Stuff it with lots of graphics and text
- Make it look drastically different
- Don’t portray your product as being something its not. Be Honest!!
- Don’t over package your product. Keep it relative to what is inside.
- Keep it simple, but still interesting.
- Don’t forget about your logo. This is how people recognize your product.
- Don’t forget who you want to be interested in your product.
- Don’t use to many colors to attempt to bring interest to your product. Keep a consistent color scheme.
- Don’t use too many type styles in sizes in your package design. This can distract from the message.
- Steal ideas from competing brands.
- Make sure that packing serves its purpose. Don’t put milk in a paper bag. This will not work. They must also be able to open the package to enjoy the product.
- Nothing hazardous to your customers’ health. Razor sharp edges may deter people from enjoying the product.