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Innovative label and packaging design

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  • Innovative label and packaging design

  • Creating packaging that sells

  • Desire

    When we design packaging the key response we wish to

    generate is desire.

    Desire is the first in a series of emotions and response

    triggers that will end in the consumer lifting the product

    from the shelf.

  • Desire can be evoked when discovering a different,

    intelligent twist of a revered brand.

  • Or a product that is new, beautiful and full of promise.

    Or a product revamp advancing from the old and tired to

    the fresh and exciting.

  • The honest, accurate depiction of highly desirable

    contents or product can also evoke the same response.

  • Need

    Need gives desire credibility.

  • Promise

    To justify a need, the pack design must promise a good

    user experience.

    We should placing messaging and communication on

    the pack that gives good reason to buy the product. We

    should offer the consumer the rationale.

  • Delivery

    The contents must deliver the experience that the

    packaging promises.

    Because attractive packaging on its own, will only sell

    the product once.

  • Design Brief

    Distilling

    Mood board

    Creative direction

    Crafting

    Research

    Approval

    Collaboration

    Internal reviews

  • Desire

    Need

    Promise

    Delivery

    = packaging that sells

  • Measuring and analysing shelf appeal

  • To measure the value of new or revamped package

    design, one should place a peg in the ground by

    evaluating current packaging.

    Then evaluate proposed new packaging.

  • Yardsticks of measurement

    Visibility

    Primary claim

    Functionality

    Value

  • Visibility

    Will the product be seen and considered in the cluttered

    shelves next to the competitors product?

  • Primary claim

    Read order of the primary claim is vital.

    Eye patterns that move from the brand name to the

    product visual skipping the key product claim, indicate

    that the hierarchy of communication in off balance.

  • Functionality

    Are there additional functionality benefits?

    Is the new pack easier to open, or does it give better

    protection?

  • Value

    With pack changes, did the container change shape,

    appear smaller?

  • The value of customer retention

  • Packaging is the key customer touch point.

    It is often the only tangible.

    Retaining customer loyalty requires desire to always be

    present.

  • Brand protection: incorporating design features for product security

  • thank you