We all on some level understand the importance of a packaging design in any product-driven business, especially in a beverage business. As much as a good packaging design can drive your sales up, bad packaging design can do the opposite and harm your brand image in a long-term perspective. Even if the product itself is amazing, bad packaging can shred that to pieces. If you are launching a new product, or maybe re-launching the old product, packaging design can make a huge difference and can’t be overlooked.
We all on some level understand the importance of a packaging design in any product-driven business, especially in a beverage business. As much as a good packaging design can drive your sales up, bad packaging design can do the opposite and harm your brand image in a long-term perspective. Even if the product itself is amazing, bad packaging can shred that to pieces. If you are launching a new product, or maybe re-launching the old product, packaging design can make a huge difference and can’t be overlooked.Packaging design is your one of the most important communication tool. Imagine any supermarket with thousands and thousands of products, on average consumer’s eye can catch only up to a couple of hundreds of different items. And if we talking only about beverages, the number is even smaller. Give a chance for your product to stand out from the rest. First, the consumer has to notice your product and only then he might pick it up and read the label. In general, your packaging design has to be not only attractive but also functional. A consumer has to understand what actually the product is, and trust your product, brand, etc.
It doesn’t matter if you work with experienced packaging design agency or a freelancer, the better you formulate the task, the better understanding the designer will have, therefore the better final result can be. I want to share with you a framework of questions, you should have the answers for when formulating the task for a designer. Think of it as a practical guide that will help you to think about packaging design as a multi-functional element, rather than think just about the logo, or some kind of illustration.
These questions will cover 4 key areas:
This framework will help you to identify the strengths of your product, brand that can actually be highlighted through packaging design. It covers all major parts and actually helps you understand better your product, brand, goals, etc. When you have answers to all these questions, you can start working with your designer on your amazing packaging design for your product, making sure that nothing essential is left out!
Original article was published in Beverage Industry Blog.