What Is Packaging Design?

by Giles Calver

review by Biabeag.com@keithbohanna

Monday 25 July 2011

“..extracts from the book are shown in bold”

my interpretation: a brief commentary on them is in plain font.

The book contains a lot more than is shown here and is well worth a read in full.

Monday 25 July 2011

Monday 25 July 2011

“..with the prominence of branding, packaging is often the living

embodiment of a brand’s values and personality”

my interpretation: Your packaging is what a consumer sees the most of - so make sure it accurately

represents what you are

Monday 25 July 2011

Monday 25 July 2011

my interpretation:Packaging is important - but only part of

the overall picture.

If you don’t have a good grasp of the core elements of your marketing messages and

branding positioning your packaging won’t make much difference

Monday 25 July 2011

“Types of Brands

* Master - based on a powerful proposition or myth

* Prestige - best in class* Global - as it says

* Tribal - provide an individualistic alternative

* Super - more category than myth

Monday 25 July 2011

my interpretation:Where your brand belongs in this list has

an impact on how you develop your messaging and design.

You know where you want it to be, even if you have never consciously made the

choice

Monday 25 July 2011

Packaging’s primary face....should engage with consumers:

* attracting attention* triggering consideration

Monday 25 July 2011

my interpretation:Your Packaging has only one goal - to sell

your product.

The design - a combination of the visual elements and the text - should be rigidly

focused on that.

Monday 25 July 2011

“The central message refers to the main persuasive issues or arguments..

the peripheral message refers to all other tangential elements...”

Monday 25 July 2011

my interpretation:You will have difficult choices to make - deciding what are the key 1 or 2 reasons

why a consumer purchases your product/brand and ditching the rest in the

packaging design

3 is the absolute limit - this is already too many messages for a consumer to scan

Monday 25 July 2011

“a brand becomes a compound of tangible and intangible values, the latter

being formed in consumers minds

it is very important to define your intangible values...packaging design

can..portray these..”

Monday 25 July 2011

my interpretation:If you are a start-up your brand has no

heritage so consumers start from scratch in sub-consciously deciding what the brand

stands for.They will take a lot of their cues from the

packaging and if you get it wrong your brand will suffer and you will loose control

even faster

Monday 25 July 2011

There is a lot more in the book - if you are a artisan or local food producer who cares

about branding then go buy it.

You can find me on www.biabeag.comamazon link, non-affiliate

http://www.amazon.com/What-Packaging-Design-Essential-Handbook/dp/2880466180

Monday 25 July 2011