CROWD PLEASER

Packaging - Getting the Maximum Value

Designing artwork to make packaging that stands out from the crowd and fires the consumers interest is no easy task. A wise place to start is with the brand guidelines of the company. Understanding the company’s vision for their specific product, the anticipated purchaser and the types of retail environment it will be placed in is all crucial.

After all that has been understood, then it is important to understand a products shelf life and to what degree it will be handled. This will allow the designer, with packaging experience, to suggest possible types of packaging materials, print finishes and security elements to allow the packaged products to cope with the journey from factory to the consumers home.

The designer should be able to use the brand identity of the company as the basis for the packaging design, to help build brand recognition.  Think of products by companies such as Heinz, Apple or Wedgwood. We recognise these items long before we pluck them off the shelf, as they use corporate identity in a consistent but attractive way to ensure we notice the brand.  (For more information on Brand Management click here)

Another crucial element of a designer who provides artwork for packaging, is a good knowledge of how materials work, finishes, costs and how to work with technical aspects such as dielines.  After all, a company does not want the design to be ruined by having a fold line or a cut out window going straight through the company’s logo.

Packaging requires thought and understanding. It can be costly if not correctly sourced. It must be suitable for the product and the artwork must be carefully thought through.

Please note that the views, thoughts, and opinions expressed in this article belong solely to the author, and not necessarily to any other group or individual. To ensure you are fully compliant with all current legislation, please take legal/professional advice and do not rely solely on the information provided in these articles.