Opinion:

3 steps to consider in packaging design

Research I read 5-6 years ago said that up to 70% of a consumer's first impression of a product is determined by the colour palette of the packaging. What does this mean for designers? At a first glance, the solution might seem simple: make sure you capture the consumer's attention by using as bright and unusual colours as possible. However, experience shows that things are not that simple, because behind any colour palette there are many factors that determine the success of your product. Therefore, we decided to come up with a list of relevant recommendations for developing a packaging design that really works and positively influences sales.

The main steps to follow when developing a packaging design:

1. Start with in-depth research

Any packaging design should start with as clear an understanding as possible of the goals to be achieved by the design and the context in which the product will be placed. To do this, we recommend going through a series of key questions through the prism of the 4Cs (context, competitors, consumer, company), such as:
a. What is the market I want to compete in? What are the trends in this market?
b. Who are my direct and indirect competitors?
c. Who is my final consumer? What are their preferences? What is their cultural universe?
d. What are the benefits of my product? What is special about it compared to competitors?

Having gone through all these questions, the next step is to think about the brand platform. Most well-known brands have a symbolic value in the minds of their consumers, and to truly conquer the market you are targeting, you must first win the hearts of your future consumers.

2. Carefully develop a brand platform

Every successful product necessarily has a brand platform behind it. What does this entail? The core of any brand is its essence, which is often described by the perception the brand leaves in the consumer's soul. From a psychological point of view, brand essence is associated with the emotion that the brand unconsciously arouses. Essence usually answers the question why does the brand exist?

Why is it important to identify what brand essence is? Because it is the basis for all subsequent marketing activities. The brand essence is the foundation for all the other elements of the platform, i.e. values, personality, tone, etc. Without answering the question of why the brand exists, it is almost impossible to know if the steps taken in communication are correct or not. The brand platform acts as a filter or an internal map of the brand that can then be adjusted and moreover communicated to all marketing teams. In other words, the brand essence brings together all other activities under a common umbrella.

3. Play with visual and verbal identity

Once the brand platform is developed, it becomes much easier to align all tactical activities, i.e. the visual and verbal communication plan. It is very important that the aesthetic tone matches the verbal one. Often, brand communications are disparate and because of this, most brands lose consistency. That's why the most important step is to develop the brand platform. This, in turn, sets the tone for all activities that follow. The identities developed by packaging design companies should not be based solely on the creative impulse or the intuition of the marketing specialist, but should necessarily have a deep understanding of the market, the consumer and the benefits of their products.