Packaging Design (Task 6)

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The role of packaging design is to answer two main questions to the consumer:

  1. What’s the product for?
  2. What’s the brand behind it?jamie-oliver-packaging

6 Rules of packaging design that will dive off the shelf:

1. Clarity & Simplicity:

You will be amazed how hard it is to find answers to some of these essential questions in less than 4 seconds, which is the maximum time average consumer will dedicate to any particular product on the shelf. You’ll find products listing dozen of benefits with no clear brand name. You’ll find products that look great on the outside yet fail to explain what’s in the box.

01-Clarity

2. Honesty:

Honesty in packaging is very important.  Consumers have nothing against simple, inexpensive products, as long as they know what they’re buying! Of course they expect “face lifting” to some degree but not to a point where product appears to be something entirely different.

02-honesty

3. Authenticity:

Originality, character and memorability are at the heart of great brands and of course, great packaging designs. It’s easy to understand why – there are hundreds of products out there, all competing for consumers’ attention. The only way to set your brand apart is to be different, to be authentic.

03-Authenticity2

4. Shelf Impact:

From a shopper’s point of view, a product is never seen alone and never in great detail. Because of the viewing distance from shelves and the fact that products are arranged in rows and columns, all we see are veritable patterns made of various products. It’s not until a certain pattern attracts our attention that we decide to take a closer look. This distinctiveness and appeal of the product when placed on an actual shelf is something retailers call “shelf impact,” and it makes a huge difference in product sales.

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5. Extensibility:

A product packaging design concept should allow for an easy introduction of a new line extension (product variation) or a sub-brand.

05-extensibility

6. Practicality:

Practicality deals with the actual shape, size and functionality of the product container, not just the label or wrap. The more practical the product, the more sales it gets.

06-practicality

Latest trends in packaging:

Nowadays, two of the most popular practice in packaging design is towards the use of eco-friendly materials and secondly creating an memorable experience through the packaging.

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1. Eco-friendly packaging:

These days people are investing in this kind of packaging. Its is worthwhile as are own very existence is under a threat due to our own disregard of our environment. Among the companies, the trend now is to adopt recyclable and eco-friendly packaging designs as part of their thrust to become socially responsible business operators.

Few examples of Eco-friendly packaging:

Lacoste Eco / Techno polo shirts:

This are branding and packaging designed by Mind Design for two very different types of polo shirts commissioned by Lacoste. The most eco-friendly way to package a shirt was not to print on the packaging at all but use embossing instead.

lacoste-eco-techno-polo-shirts_thumb

Colorless Coke Can:

This innovative Coke can from Coca Cola is designed by Harc Lee uses a convex logo instead of a colorfully sprayed can. Thus is reduces air and water pollution occurred in its coloring process. It also reduces energy and effort to separate toxic color paint from aluminum in recycling process.

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2. An Experience with the packaging:

Product packaging design is evolving. It’s no longer enough to just grab your attention, it also needs to help show off the personality and style of the company behind it, and the personality and persona of the product itself. Good product packaging stands out, but great product packaging tells a story and has a personality.

dpp-appleBelow are few packaging designs with a distinctive personalities.

fruit-juice-packagingDesigned by Naoto Fukasawa.

hanger-teaDesigned by Yanko Design.

kleenexDesigned by Hiroko Sanders.

noteDesigned by Corinne Pant.

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