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THE POWER OF PACKAGING
( from: Axion Design Inc. : Consultants in Marketing & Communication ) Food packaging is the stiffest battle in packaging - the competition is the greatest, And the time the consumer takes to make a decision is shortest. The average grocery store carries more than 10,000 items, and the superstores can have twice that. Consumers make their decision on an individual product in less than four seconds....and that is between competing products. When developing designs for food products, the following rules can help maximize the value of the package : THINK LEVERAGE Packaging is the design for the entire cost of the package, which can be 15% to 90% of the cost of the product. If you think of the design as the critical part of that budget, you'll give packaging the attention it should deserves. KNOW YOUR BACKGROUND What is the heritage of your product? What is the competition doing? How long has the package existed? What is the history of the packaging? Who is your target audience? Gather the relevant facts at the start. WORK FROM A STRATEGY The strategy should clearly state the target audience definition, the product definition and the niche the product the product is intended to fil. Often, this is the most critical part of the entire process. A clear strategy will help you reduce your costs, and help guarantee success. ALLOW TIME Packaging is often an afterthought in the process of development. PACKAGING IS A HIGHLY LEVERAGABLE, CRITICAL MARKETING FUNCTION that should get top management attention and time. USE A PROCESS Like advertising and promotion, packaging is a discipline that should have a strategy, a plan that includes review points, goals, a clearly understood timetable and agreement on who is approving the packaging. AVOID CONFUSING THE EYE OF THE CONSUMER One of the most common errors in packaging is putting too much information on the package. Remember, you have only four seconds to make your point - so keep it simple. WORK WITH MARKET PREFERENCES IN COLOR CHOICES You might like green, but green may have different connotations in the marketplace. In most categories, green means "fresh"; but in the yogurt category, green means "moldy". Be careful. REMEMBER THE SHELF Your packages have to work together...you might call it the " megapackage ". Make sure your final design works when there are many packages placed together. PACKAGING IS A HIGHLY INTUITIVE AREA.......
BUT IT NEED NOT BE MYSTERIOUS.
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