Are you a food or beverage maker looking for ideas on how to improve product packaging performance?
In this blog, I’m sharing 3 hacks to help you on your journey to efficient and thoughtful package design.
Product packaging is an important consumer touch-point. No other marketing vehicle shouts as loud and works as hard for shopper attention. Coca-Cola knows:
Did you know? Product packaging is opened, closed, read and touched more than any other marketing lever.
Here are 3 packaging hacks to help you design better packaging in 2018:
- Utilize big data & insight to guide package design decisions –In 2018 category captains will have access to, and use big data, more than ever before. Insight from data points design towards consumer behaviour. As said by W. Edwards Deming – Data Scientist “Without data your just another person with an opinion.” All designs need the human touch however data and insight will help direct the design brief towards better engagement. You’ve got the data. Use it!
- Manage design costs –Package design is a niche skill. There will always be a lower cost designer out there, but do they do good packaging work? Ask for a portfolio and testimonials before you begin. There are many awesome package designers out there at a range of prices. Issuing a design RFP is an ideal way to control your costs. Approach 5 designers. Qualify them for fit and capability criteria. Issue an RFP to 3 finalists and award your business to the best value proposition.
- Discover print innovation to create a visual point of difference– Customization, personalization, IoT and engaging print effects are all out there. What is next? If you do not have a business partner in flexible pouch, folding carton and labels you may be the last to know. Explore the innovation conversation on social media or contact your local packaging association and start making connections with package printers! Enabling the dialogue between printer and designer early in the design process will help your designer design better. Seek out printers that have very high standards of quality and invest in workflow. Ask them about their recent investments and future investment plans. These are very revealing questions.
I hope these 3 hacks prove useful to you and will help you execute efficient and thoughtful package design updates in 2018.
Need help? I am a consumer packaging expert and consultant with over 10,000 hands-on leadership and experience in packaging strategy, design, and development. Please do reach out for a consultation.