So how do you get the best return on the dollars you invest in your packaging design? The answers are really self-evident. This is not rocket science.
- Make sure that your pack design is focused in on your target audience to ensure that the “takeout” from the pack is appropriate.
- If your budget is limited, spend your research dollars up front before your packaging direction is totally set. It is often the most difficult time to get approval for budgets (the closer you are to launching a new product or service, the more willing companies are to spend money). If you can ensure the direction is the correct one, you can make a judgement call on the final concept or design (if necessary). Spending all your budget on “assessing” a creative direction is often a great waste of money. It doesn’t assist the design team and is usually too late in the process. Nice to do it if you have the budget but it should only be a confirmation of a direction which is already correct.
- Your pack may be the most tangible sign to your customers of your brand. Don’t skimp on it. Unless you are notices in the marketplace, you won’t get buy in.
- Never forget that a glossy exterior is no substitute for a substandard interior. Be sure that your company’s products back up the messages consumers take from your pack. Also be sure that the two parts of the whole “fit” together, that what you promise you also deliver.