CPG’s: 5 Practical Tips to Consider During the Package Design Process
By Nicole Fikes
Is it just me, or does anyone else take longer than necessary at the grocery store because you’re busy taking snaps of well-done package design? Granted, I’m a Creative Director so I think in visuals and good design tends to stop me in my tracks. But the truth is, we all shop with our eyes, and we all have the same choices on the crowded shelves in front of us, competing for our attention.
So if you ask me, “Does packaging matter?” Hell yes it does. You can have the best product on the market, but if it’s sitting next to a similar product with a better presentation, you’ll have a hard time finding new buy-ins.
If you’re new-to-market and ready to go toe to toe with established brands, or if you’re the first-to-market in a new category, there are key decisions to be made when developing your product’s package design.
81% of consumers have tried something new because a package caught their eye.*
Make Sure You Stand Out
No design should be created in a bubble. Your product may end up with beautiful packaging, but if it’s just like your competitor, there’s no point. You’re positioning yourself as a knockoff rather than a new brand with its own point of view. For brick and mortar, go to the grocery store or retail outlet and take a picture of the products lining the shelves. For online, go to Google Shopping type in your product category (eg. corn chips, organic cleaning products) and see who shows up on the first three pages. You don’t want to look like any of them. You’re different. Special even. And your packaging should reflect it.
Shelf Visibility:
Speaking of shelves at the grocery store, your package design should serve as a beacon of light directing every eye to it. Whether you’re working with an independent designer or agency, request they show each design option on retailer shelves next to your actual competitors to mimic what customers will eventually see. (With a little Photoshop magic, they can make this happen.) Also, consider the size of your container. Granted a larger container will gain more visibility, but most brick and mortar stores charge for shelf placement; and the product’s size will factor into the cost.
Strategic messaging:
Is your product healthier because it uses better ingredients? Does it consider its environmental impact? Is it compostable or made up of recycled materials? You might want your packaging to highlight that. And remember; what matters to you may not matter to your audience, so do your research. Dozens of credible marketing reports are just a google search away, and can aid in making strategic choices on what messages are important to communicate.
53% of consumers in the U.S. and UK have reduced the amount of disposable plastic they use in the last 12 months.**
What matters to your audience:
Woo-hoo! You’ve reached the end of this long road of decision making you’re ready to invite the world over to see your baby. Not so fast! Before you go all in on a design only you and a few of your closest friends have weighed in on, it’s a good idea to get feedback from independent members of your target audience. Highly targeted, professionally written surveys drafted by research firms can cost a pretty penny. And while these firms turn out incredibly detailed insights and pinprick accurate results, not everyone has the budget for this level of luxury data.
Of course, if you can afford it, It’s always great to have — but if it means either you have a product to release into the world, or you don’t — aim to test the water yourself. A service like Survey Monkey is a great option to draft your own survey and still get telling results that could influence your final decision.
Don’t Try this at Home
This is not a job for your brother’s cousin’s friend. Unless your brother’s cousin’s friend is a brilliant designer that works for a design firm or a well-sought after freelancer with serious credentials under their belt. At Merrygood we’ve got over 20 years of experience working with top-shelf brands like Disney, Tiff’s Treats, Dell and many more. We know how to take brands to market with smart insights, considered branding and design that ensures the final product stands out for all the right reasons.
Need a go-to-market strategy for your big idea?
Contact us to see how we can help.
*Westrock Packaging Matters 2018 Study
https://blog.globalwebindex.com/marketing/cpg-marketing-insights/