Simple Brand Packaging Design Tips

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If you sell products and would like to launch or update the packaging of your brand you will need to consider the following:

• Design and Content
•  On-Pack Offers
•  Functionality
• Updating Your Packaging
• Manufacturing Requirements
• Customer Feedback
• Briefing a Packaging Designer
• Project Timeline

Design and Content

Once a customer comes in contact with your product, it should be able to sell itself. In order for your product to do this, its packaging must reflect your brand positioning, be highly visible and stand out from your competition.

The majority of your product message is communicated via your packaging. The information on your packaging should therefore be clear, concise and relevant to your target market.

Good packaging generally includes:

•  Strong logo
•  Colours that fit with your brand positioning
•  Appealing and legible print style
•  Key features and benefits of the product
• Clear instructions on how to use the product
• Clear directions on how to open the product (if relevant)
• Key points of difference eg. Australian owned, made from recycled material, value add information such as recipes, positive packaging feature such as reusable container etc
• Customer service details

If space permits, your packaging also provides a vehicle to advertise other products in your range.

On-Pack Offers

Your packaging can be used to communicate a promotional offer via on-pack labels or redesigning your existing packaging to include the promotional information. Using your packaging to support a promotion is a simple way to attract customer attention and encourage them to buy in-store.

Once the promotion has ended, it is important that you do not have promotional stock still on the shelves. Restrict your promotional packaging to a quantity that will only last the duration of the promotion.

Functionality

Improving the functionality of your product’s packaging can help increase the appeal of your product and differentiate it from your competitors. For example, you may package your product in a durable container, which can be used to store the product and then re-used once the product is finished. The container adds value to the customer’s purchase, in addition to protecting your product.

If you sell your product through a retailer, functionality also relates to how easily your product can fit on the retailer’s existing shelves or racks. Whilst your packaging should be interesting and appealing, it needs to be in line with retailer and consumer expectations.

Updating Your Packaging

Updating your packaging can revive a mature product, attract new customers or maintain the interest of your existing customers.

Updating packaging can include updating the design and/or improving the functionality of the packaging to make the product easier to use and more appealing to your customers. If you make a significant change to your packaging, communicate these changes to your customers so they are aware of what to look for.

Before deciding on whether to update your packaging, be clear on what you want to achieve. Too many packaging changes over a period of time can lead to customer confusion and make it difficult for customers to recognise your product in-store. You will also need to consider the costs involved with the change including the design and production costs as well as the inventory you have left of the old packaging.

Manufacturing Requirements

When deciding on packaging for your product you will need to be aware of the following:

•  Cost of materials
•  Construction of the packaging
•  Ease of which it can be packed into outer containers
•  Ease of storage and distribution

Your packaging should protect your product and make it easy to transport. It is important that if you send your product to a customer, distributor or retailer, it arrives in the same condition as it left.

Customer Feedback

It is important to give customers the opportunity to provide feedback on your products, including the packaging. Include your customer service phone number on your packaging and track all customer enquiries, complaints and feedback.

Feedback from customers may eventually lead to packaging improvements that will better meet their needs and attract new customers.

Briefing a Packaging Designer

There are a number of packaging designers you can use to develop packaging for your product that has an impact, appeals to your target market and fits with your brand image.

Packaging is so important to a product’s success, that many larger companies will test packaging concepts before they go to production. If you can’t afford to conduct research, have mock-ups made of your packaging and test them amongst staff, potential and existing customers to gain their feedback.

Project Timeline

It is important you plan the stages of your packaging design well ahead of time to ensure you meet your deadlines and can negotiate the best possible prices eg. printing quotes. Putting together a project timeline will assist you in implementing your new or updated packaging on time and within budget.

Tasks involved in designing or redesigning your packaging may include:

• Develop design and functionality of new or updated packaging
• Determine quantities needed for production
• Develop creative for packaging
• Produce artwork
• Approve artwork
• Produce packaging
• Develop tactic to communicate any significant packaging changes to customers
• Roll out packaging