You believe in your brand; the product has been tried and tested and now it’s time to wow the retail buyers. With only 6% of new product launches remaining on the shelf after two years, packaging can be integral to a successful campaign.
We know it can seem daunting at first to trust someone to grasp your concept and quite literally put a bow on it. So how do you design packaging that appeals to consumers and gives your product the best start in store? We put the question to our creative team…
Where will it be sold?
Think about the essentials. It is very easy to get carried away with design copy and colour but protecting your product may be a necessity. I would always think about where you plan on selling the product. There are very different considerations for traditional in-store retail packaging compared with packaging design for e-commerce brands. E-commerce has to consider the whole experience, from the visual appeal on-screen to final home delivery experience.
Make sure it speaks to your customer
We’ve met a lot of brands that want to create award-winning packaging that makes a bold statement in-store. But packaging design has to be strategic and we always have to consider the end consumer. You may have the most visually striking, innovative packaging but if the consumer doesn’t connect it’s irrelevant. We always recommend 3D visuals that our customers can use in focus groups and wider market research. This way consumer reaction can be gauged and we can make tweaks to the packaging before launching in store.
Hetal – Director
Blend in or Stand Out?
There is nothing wrong with taking design cues or format ideas from your competition. Established brands will have reasoning and research behind their product packaging. This can be a great tool for creating instant recognition and an element of trust.
There is also an argument for designing something completely out of the norm. Your wider brand identity is usually a good place to start. Are you looking to make waves in the market? Or extend your range of products to exploit new market opportunities. If your brand is familiar then play to your strengths and keep a level of authenticity. If you’re a ground-breaking insurgent, bolder, visually striking packaging may be better suited.
Charlotte – Design Intern
Bring your Brandonality
Developing a ‘brandonality’ (brand personality) can be a great differentiator when marketing a brand. Think about what makes your brand different, take cues from your product USPs and wider brand ethos, maybe even capture the voice of your founder.
Brands that can communicate their personality and tell a story can make a deep connection with consumers. Packaging is the perfect place to communicate this. So, don’t get swayed by the designer! Stay true to yourself and what you feel is right for your brand.
Kate – Marketing Manager