What makes good packaging great?

Good question, if we do say so ourselves!

We asked our Creative Director this very same question…

And here are some of his prerequisites which he feels must happen, to stand any chance of making it to the client presentation stage!

“
Understanding:
Before starting anything, ensure you understand the brand / product personality and don’t start a thing without solid research.

Carefully thought out construction:
Be this a carton, a formed tin, glass architecture or a label.
Remember, everything has to stack, travel and work smartly / simply,
without exception.

Strong content:
Whether it’s copy, illustration, or photographic imagery…
Everything needs to realistically reflect the authenticity of the brand and tone of the product.
It needs to be  easy to understand and importantly, be engaging.

Colour:
The colours used are like the cogs in a clock.
They work in harmony alongside the content and construction
They present an emotional link between the product and the audience.
And if you’re exporting overseas, remember different colours mean different things depending on where you’re exporting to!

Typography:
Like us, all fonts have their own personality.
Fonts are often overlooked, hurried or worse still, misunderstood.
Well executed typography is a significant contributor to audience understanding and reaction.

Flexibility:
Every project, without exception, must have the ability to grow within the product range.
It must ensure differentiation of each variety, as well as maintaining effortless brand uniformity.
So thinking ahead, there must be the ability to divert into sub products as and when required.

For example, think milkshakes across 20 flavours…fast forward one year and add 20+ ice cream flavours into the portfolio of products.

Consider additional uses:
Look into creating additional purpose for the packaging to assist in
audience convenience.
You could articulate a benefit as well as consciously aiming to reduce
landfill contributions.

Design:
Everything brought together to create a perfect visual and ergonomic balance.

Material research:
Investigate the best materials to meet the brief.
Consider every angle and eventuality related to the particular product.

Presence:
It’s vital to ensure an appropriate degree of prominence and awareness.
You want to avoid your product(s) disappearing on the shelves or getting lost in an online cacophony.

To me, addressing each of these points demonstrates most of ‘What makes good packaging great’”

And of course, if you need a hand, get in touch!

 

If you are looking for  Custom Packaging, you can also find us on DesignRush under Top B2B Branding Agencies.