Brands that communicate a “reason to believe” very clearly will attract the attention of their targeted consumer.
When it comes to package design, a brand message does the heavy lifting, especially when merchandised at shelf where competing brands are a distraction. Packaging is the silent salesman. It has to be “on” all of the time, attracting consumer attention.
If you are tasked with designing your very first packaging job ask for quotes from at least 3 designers and for best practice examples of their work along with a testimonial or two.
Be sure to ask for a quote from a package designer. Any graphic designer can design for sure. However, package design is a highly skilled, niche business! Choose a designer with experience in packaging development!
Share your product brief with every client partner from the printer to the photographer and food stylist. Before photography day, hold a pre-production meeting to ensure everyone is on the same page. Up until now, you may have used stock images in your design. Ask the photographer and food stylist to collaborate in advance and provide guidance during the pre-production discussions. It will be worth it!
Ask your designer to give consideration to how your brand, your message and your package design will develop the relationship today and in 5 years from now.
A good designer will spend the time and is worth a 1000 words.
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