seven rules for creative packaging design that pops€¦ · 7 rules for creative packaging design...

branding + design + marketing | 310.889.4791 | bystudio.com

Seven Rules for

CReative PaCkaging DeSign that PoPS

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7 RuleS foR CReative PaCkaging DeSign that PoPS Build Your Brand and Grow Your Business | BYStudio.com | 310.889.4791

according to the food Marketing institute, the average supermarket displays around 40,000 different items. this nearly $600 billion industry relies heavily on consumers, distributors, manufacturers and... packaging designers. it’s the packaging designer’s job to create a strong product presence through eye-catching packaging design and strategic branding and marketing communications.

here are our 7 rules for better packaging design.



Your product packaging often is the consumer’s first point-of-contact with your product and brand image. Before you develop your packaging design, you must already have a clear understanding of your product’s brand image, brand story and value proposition.

• how is your product different from similar products on the market? • Who is your primary target audience? • What is your company mission, vision and values?• What is the unique story behind your brand?

• What is your product’s unique value proposition?

these are all important questions that should be answered before the design process to ensure that your package design is consistent with your brand image and that your brand messages are strong and clearly communicated on the packaging.

Brand IdentItY

Rule #1 have a strong brand identity and know your brand story.

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ClarItYnext time you go to a supermarket, pick a random shelf and browse through some products. look at each product and ask yourself three simple questions:

1 What is this product’s purpose?

2 What is the product’s value proposition

3 What is the brand story behind the product?

You will be surprised at how hard it is to find answers to these essential questions in less than 4 seconds, which is the maximum time average a consumer will dedicate to any particular product on the shelf.

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often times you will find products listing dozen of benefits but with no clear brand name. or, you will even find products that look great on the outside yet fail to explain what is in the box. You might even find cleaning products whose packaging design seems more appropriate for kids juices.

although some product categories allow for a bit of mystery (think perfumes and luxury products), failing to identify the product in terms of purpose, value proposition and brand identity leads to products which don’t perform well in stores.

Rule #2 Be clear about the product and the brand behind the product.

an good example of packaging with a strong brand identity using a clean and simple color coded product line extension.

this is a BaD example! this cleaning-product looks dangerously tasty don’t you think? this packaging design might confuse consumers and fails to deliver on clarity.



Sometimes clients strive to depict their product in the most perfect way imaginable. they will show a cookie drenched in chocolate, when in fact you’re really just buying a chocolate flavored biscuit. or, they will show rich, fresh cherries on fruit yogurt when the actual product contains little fruit content.

By depicting a product ten times better than it actually is, you are misleading and ultimately disappointing the consumer, which can lead to poor sales performance and bad brand image.

this is where honesty comes in. Consumers have nothing against simple, inexpensive products, as long as they know what they’re buying! of course they expect nice photography to some degree but never to a point where product appears to be something entirely different.

honeStY

Rule #3 Be honest about the product description.

these products might taste good, but the packaging is clearly misleading.

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originality, uniqueness and memorability are at the core of great brands and by extension, great packaging designs. there are hundreds of products out there, all competing for consumers’ attention and the only way to set your brand apart is to be different and to be authentic.

if you’re stuck with a generic looking packaging design then think about apply an uncommon design style with a strong visual style that is eye-catching.

for example, if everybody in your product sector is using product photography then perhaps you should consider an illustration or type-based design. if everybody is using a horizontal layout then try a vertical layout. if most of your competitor’s packaging designs are contemporary, maybe try something with a retro design and focus on values of quality and craftsmanship.

authentICItY

Rule #4 Be bold, daring, unique and authentic.

a good example of authentic and memorable packaging design.

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Shelf ImpaCt

Rule #5 Strive for high shelf impact.

from a shopper’s point of view, a product is never seen alone and never in great detail. Because of the viewing distance from shelves and the fact that products are arranged in rows and columns, all we see are vertical patterns and colors made up of various products. it’s not until a certain pattern or color attracts our attention that we decide to take a closer look.

this distinctiveness and visual appeal of a particular product when placed on the shelf is something retailers call “shelf impact,” and it makes a huge difference in product sales.

Shelf impact is something you need to test and explore in your designs. You can do this by imitating the placement of your design on an actual shelf and surrounding it with your competitor’s products (for best results, use several rows and columns of each product). the more distinctive it your product looks, the better it will sell.

this is what you actually see in a supermarket. Which product catches your attention first?

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extenSIBIlItY

Rule #6 good product packaging is based on an extensible packaging design system.

a product packaging design concept should always allow for the introduction of a new line extension, product variation or a sub-brand of products.

for example, imagine you are creating packaging for new brand of apple juice. You and your client opt for a certain design featuring apples which looks really great. however, a few months later, the client decides to launch a cherry flavor under the same brand name. the problem is that while

apples work well in the original product design, cherries will not look nearly as good. Plus, cherries have some benefits that need to be communicated on the front panel while apples do not. You now have a problem with brand extensibility.

to avoid this, you should always design product packaging with the future in mind. this means creating a packaging design system which allows for easy changes of product identifiers and other information, so that you can easily add an extension to your product line in the future.

Rule #6 good product packaging is based on an extensible packaging design system.

good packaging design allows for product extensibility without losing brand value.

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Practicality deals with the actual shape, size and functionality of the product container, not just the label or wrap. the more practical the product, the more sales it gets. for example, when heinz turned the ketchup bottle upside down, sales skyrocketed.

Practicality is the most overlooked aspect of packaging design, simply because clients often pick the “tried and true” route which is a lost opportunity for innovation. Yet, there are always new innovations in container design which can not only be more practical to the consumer, but can help set your product apart from the competition.

praCtICalItY

Rule #7 innovative and practical packaging can help your product stand out.

turning things on their head helped heinz sell more ketchup when ketchup industry was in growth crisis.

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ConSumerS BuY produCtS BaSed on the look of the paCkaGInGDon’t let other package design companies design bland packaging for you. We work with you to brainstorm ideas, focus on your marketing demographics and brand value proposition, and provide custom package design solutions that pop off the shelf, connects with your target audience and sells more products.

Contact us today for a complimentary consultation on your packaging design project.


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branding + design + marketing | 310.889.4791 | bystudio.com

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seven rules for creative packaging design that pops€¦ · 7 rules for creative packaging design...

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