Product packaging design guidelines is not a very attractive subject matter, but it is so vitally important to the marketing of your brand. The results of a successful product package design can be highly creative and actually very fun for the consumer.
Just look at what Coca-Cola has done with their name-on-the-can marketing campaign. What a brilliant and creative strategy! How quickly do you think their competitors will adapt a similar marketing strategy?
Following the example of Coke and their packaging, somewhere early on there was a discussion about what the packaging of the Coke product would look like. No doubt there were focus groups and testing prior to settling on a marketing strategy.
Coca-Cola has so many resources that they probably have internal product packaging design guidelines. However, the average Joe, may have never thought much about what it takes to design a creative and unique package that is visually appealing to the consumer.
Experience is important
For over 40 years we have worked with many companies on producing their new or rebranded packaging. Now more than ever you have to dedicate time and proper planning to execute your strategy successfully. New products are flooding your market every day and your product packaging must be created and implemented in the best way possible.
When you choose a packaging graphic design firm to handle your product packaging for your new exciting product(s), how do you know you are working with the experts? You and your marketing partner must work as a team throughout the project. People spend hours developing the product, now you need to produce the best packaging for the product(s).
If you have a new product or if you are getting ready to rebrand your product, ask yourself if you have an expert in product packaging designing and implementing your packaging and merchandising.
A project Framework for Design
Before you choose a design firm you should be able to answer some questions that demonstrates that they are capable of handling your project. Then you need to have a complete list of all the items that would need to be produced (POP and supporting materials, trade show promotions, etc;).
Additionally, it is best for you and your designer to see the complete picture from the smallest item to the largest before they even begin thinking about designing your next package. Also, determining your deadline of completion is important before you begin so there are no surprises for your vendor and the printer. A good vendor will provide you a schedule of all the components of the process based on your completion date. I am happy to share with you a sample schedule we give to our partners at the beginning of each packaging design project.
We are fortunate to get a lot of business designing packages so we have experience answering a lot of questions prior to the partner kick off meeting. We put together this project framework that we share with prospects to help them determine who the right graphic design firm is for their next project needs. We feel you should be able to answer the following:
- Does the agency understand your goals and objectives for the new packaging?
- Does the agency thoroughly understand your brand and the product?
- Does the agency understand how to turn your shopper into a buyer?
- Does the agency really know the product inside and out?
- Does the agency understand how to communicate the features and benefits of the product at a quick glance?
- Does the agency understand how to research the competition and the stores where the packaging will be displayed?
- Does the agency research the area of where the product will be displayed and what else is in that area?
- Does the agency know your brand specifications?
- Does the agency know and understand all the FTC rules and regulations and any other mandatory requirements?
- Does the agency understand multi-lingual packaging and how to get translations?
- Does the agency understand all the options for kinds of packaging, such as a complete carton, clam shell package, etc, – depending on the product and how it will be displayed.
- Does the agency review the number of SKU’s and sizes of each?
- Does the agency have quality images to be used?
- Does the agency discuss merchandising and supporting materials for the product launch?
- Will the agency produce a planogram of the display?
- Are there dielines for the packaging?
- Will you need any prototypes or mock-ups for testing before actual production is completed?
- Does the agency allow you to view printer proofs?
- Does the agency have a plan for tracking sales or can they assist you with implementing a plan?
Final thoughts
I have learned from experience that all of these guidelines are very important in your packaging process. It is fun and so rewarding seeing it all come together and in the stores. Take pictures of your products in the stores and share them with all your employees. Enjoy seeing your sales increase. Document your journey for the next packaging project.
We feel passionate about product packaging designs and want to help you make the proper decisions in your journey. Remember the right product, the right time and the right place.
We would love to hear from you, let us know in the comments below what has your experience been in designing a new product package? What additional questions do you ask?
