Package Design Workbook

Job:01010 Title:Package Design

Page:104

102-151_01010.indd 104102-151_01010.indd 104 4/7/08 6:41:17 PM4/7/08 6:41:17 PM

Job:01010 Title:Package Design

Page:104

Text

m a s t e r i n g t h e a r t o f

package design

Translating goals and vision into

form, function, and style

10 4 pa c k a ge d e s i gn w o r k b o ok

102-151_01010.indd 104102-151_01010.indd 104 4/7/08 6:41:17 PM4/7/08 6:41:17 PM

Job:01010 Title:Package Design

Page:105

102-151_01010.indd 105102-151_01010.indd 105 4/7/08 6:41:19 PM4/7/08 6:41:19 PM

Job:01010 Title:Package Design

Page:106

102-151_01010.indd 106102-151_01010.indd 106 4/7/08 6:41:20 PM4/7/08 6:41:20 PM

Job:01010 Title:Package Design

Page:106

Text

10 6 p ack a ge de si g n wor k b o o k

mastering the art of package design

T

his book discusses many of pack-

aging’s reasons for being and

how packaging has evolved into

a strategic touchpoint with consumers.

This vital work and background becomes

a vision that ultimately translates into a

package on a shelf. To get there, seem-

ingly countless decisions about packag-

ing form and function must be made

that factor in product demands, shape,

material, marketing communication,

and fi nal execution. Every step of the

process must be taken with the original

objectives in mind. Each package must

be executed consistent with brand posi-

tioning and must go beyond consumer

expectations to delight them.

Six purposes of Packaging

Right: Some standard containers illustrate the

wide variety of packaging choices available.

1. Containment. How will the package hold

the product? Liquids, chemicals, dense

solids, perishable foods and pharmaceuti-

cals, exceedingly small or oversized items,

and high-tech and high-cost goods all have

unique needs and varying demands on the

containers that secure them.

2. Security. Does the product require special

tamper evidence or sanitary and freshness

measures? From oxygen barriers to holo-

graphic security seals, many packages must

afford special assurances to both manufac-

turer and consumer.

3. Protection. How easily can the product be

damaged in transit or handling? How well

can it withstand environmental factors?

Damaged or spoiled product is pure mate-

rial and economic waste. Packages must

address strength and protection needs in a

product-by-product manner.

4. Convenience. Can the package make the

product easier to transport, display, open,

close, use, or reuse? In many categories that

are or approach being commodities, the is-

sue of consumer convenience is paramount.

A smart package takes end-user needs into

account and provides often unexpected

solutions, thus giving the product an edge

to the marketplace.

5. Information. How do you provide the con-

sumer with the knowledge to understand

and use a product? Packaging bears the

huge responsibility of informing the con-

sumer of what a product is for, how to use it

and when, how not to use it, and why not.

6. Marketing. What means should you employ

to elevate the consumer’s purchase intent?

Speaking the right visual language on-pack

that connects intellectually and emotion-

ally with the consumer is vital to getting a

product noticed, desired, purchased, and

remembered.

102-151_01010.indd 106102-151_01010.indd 106 4/7/08 6:41:20 PM4/7/08 6:41:20 PM

Job:01010 Title:Package Design

Page:107

102-151_01010.indd 107102-151_01010.indd 107 4/7/08 6:41:26 PM4/7/08 6:41:26 PM

102-151_01010.indd 106102-151_01010.indd 106 4/7/08 6:41:20 PM4/7/08 6:41:20 PM

Job:01010 Title:Package Design

Page:107

Text

10 7

102-151_01010.indd 107102-151_01010.indd 107 4/7/08 6:41:26 PM4/7/08 6:41:26 PM