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e s i g n at t e r s cr e at i n g pa c ka g i n g
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RESTING ON THE SHELF, STANDING TALL
FOR THE PASSERBY TO SEE. SETTING
A STANDARD FOR THE CATEGORY
OR HOPING TO BE NEARLY AS GOOD
AS THE LEADING PACKAGE. HAVING
CRITERIA TO JUDGE A PACKAGE, SETS
THE BAR AT THE RIGHT HEIGHT.
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FO U R B AR S
SET YO U R
OWN H E I G HT
Keeping up with the Joneses can be exhausting, especially when the Joneses
continually redefi ne their style.
High jumpers set high bars. Low jumpers, well, low bars. What standards do you
set against your work to judge it before the world does? Criteria are essential
marks against your own expectations, those of the client, and most important,
the fi nal consumer. Set your bar low and consumers will respond with the same
sad look given the lowest jumper at the end of an Olympic event.
The four criteria of a successful package are identifi cation, functionality, person-
ality, and navigation. Identifi cation speaks to how well the consumer can identify
the product from the package when shopping the category. Functionality relates
to the usability of the product and increasing the product’s purpose and effi cacy.
Personality is how the brand comes to life on the package. And navigation refers
to how the consumer fi nds and uses the category and specifi cally, your selec-
tion of packages. All four criteria may not be amplifi ed on one package, as some
criteria are set higher depending on the strategy agreed upon by the brand
management team.
The result is a package that is in balance with the strategy and, if well executed,
has an increased chance to contribute to a successful product launch. Set your
own standards, communicate them clearly, and then design a package to exceed
those standards.
Essential Criteria
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