8 Packaging Design Tips8 Packaging Design Tips

Essential – but often ignored – Tips

And How to…

Avoid Disasters at the Shelf

Dale Casto, President; Wright Design, Inc. 978-635-9997 dcasto@wrightds.com www.wrightds.com

Package Must Sell 2 Target Audiences

ConsumerTrade (buyer)

The shopper gives you only 5 seconds, 5 feet from the shelf

The 5 and 5 Rule

Consider the Supermarket Selling Environment

• Frozen food worst case – misty door obliterates package• Judge the final package design concepts in the store

Consider the Club Store Selling Environment

In Club Stores:

•The TRAY is more important than the package

•A good design can turn disadvantages into advantages!

Shapes Attract the Eye

Ovals, circles, squares…all forms – are more effective than text

Avoid Pretty and Cute

Design should reflect product strategy – not designer’s style

The product is hero, not the design

• The more points you make – the less likely any will register

• Less is more in any communication

Seek Simplicity

• Upper + Lower case combinations read better

than all upper case

A Case for Legibility

• UPPER + LOWER CASE COMBINATIONS READ

BETTER THAN ALL UPPER CASE

Use DARK lettering on a light background

Contrast is Legibility

Use LIGHT lettering on a dark background

Appetite appeal always works in food packaging

Embrace the Tried and True

You Need Professional Help

2. You need a hard working, sales generating, package with trade and consumer appeal

1. Your package is your most important communications medium

3. Call us for a consultation…

…and get the job done Wright !

See a professional…

For additional information, go to www.wrightds.com/blog

Wright Design, Inc.898 Main Street, Acton, MA 01720978-635-9997Contact: Dale Castodcasto@wrightds.comwww.wrightds.com