It sounds obvious. Start at the beginning. But you’d be surprised how many packaging designers don’t.
When I was managing a large design staff in Corporate-land, I initiated new designers. Some might call it “baptism by fire.” I’d present the bushy-tailed designer with a new product — and tell them to come up with a concept.
Two hours later, they’d said, “Michael, I have a layout for you to review.”
I’d say:
“That’s impossible. For you to get out of this office, go over to the store, take photos, analyze the competition, inspect their design, then go back to your desk, decipher the components and come up with elements you think would address the problem — it would take a lot more than two hours, wouldn’t it ? ”
The point ?
Without starting at the shelf, every decision the newbies made was wrong. The only decisions they could have made — without starting at the beginning — were based on their personal opinion of what looked good. And that doesn’t make a consumer buy!
Without starting at the shelf, every decision the newbies made was wrong. The only decisions they could have made — without starting at the beginning — were based on their personal opinion of what looked good. And that doesn’t make a consumer buy!
Maybe it was a tough approach — but from then on — my designers always started at the beginning. And you should too.
When you start at the beginning — it’s through the eye of the consumer. In the first stages of packaging design, that’s the only eye you should be looking through. Starting there, you’re far more likely to end up with a product that sells.
The truth:
Sadly, many packaging designers don’t even know who the customer is.
They’re designing from an idea … from what looks pretty.
They’re going to the latest websites looking at trends. They’re seeing who is winning design awards.
But you’ll hear me say, again and again — awards don’t necessarily mean shelf sales. If you’re not designing for the shelf — those awards won’t have a mantle to live on.
Ready to start at the beginning ? At the shelf, here are 5 questions to ask:
1. In which category is this product ? The category will help define your starting point. The health care consumer wants a clear answer. The beauty consumer wants to be wooed. What is the motivation of the buyer in this category ?
2. What is the consumer’s level of need ? Is it on their pick up list, or is it a luxury buy ? Is the need functional or aspirational ? Get inside their heads.
3. What is the main — standout benefit ? What is the benefit will the consumer find most compelling ? It’s your job to figure this out. The product developer might not even know … or they might think they know, but are a mile off base. What isn’t the norm in this category ? What’s the number one differentiator ? What does the consumer really want ?
4. What’s the environment ? What other products are doing ? Are they effective at it ? See the mayhem. That’s what the consumer is getting thrown at her. How can you do better ?
5. What is the price point ? An item that is $1.99 and has 7 bullets is either full of fluff or dramatically under priced. A product with 7 real features shouldn’t be $1.99. The consumer will see through this. Likewise, with a $40 item, the consumer will dedicate more time. You’d better be able to communicate all the features, and give them a stronger reason to believe.
When you answer these questions —THIS is the place you design from.
