Packages are brands that you trust enough to take into your home. We are continually comforted and cajoled by packaging shapes, graphics, colors, messages, and containers. The shelf is probably the most competitive marketing environment that exists. From new brands to extending or revitalizing existing product lines, considerations of brand equity, cost, time, and competition are often complex
Brand experience Dream Center Peoria Presentation.pdf
Packaging Basics
1.
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3. Packages are brands that you trust enough to take into your home. We are
continually comforted and cajoled by packaging shapes, graphics, colors,
messages, and containers. The shelf is probably the most competitive marketing
environment that exists. From new brands to extending or revitalizing existing
product lines, considerations of brand equity, cost, time, and competition are
often complex
.
Packaging, the only brand medium experienced 100% by
consumers, provides a higher Return on Investment (ROI) than
any other branding strategy.
-Kondaiah Chowdary.P
CEO, Creative Print and Pack
Packaging design is a specialty, and it routinely involves collaboration with
industrial designers, packaging engineers, and manufacturers. In the food and
pharmaceutical industry, it is regulated by the government. Package design is only
one part of the puzzle involved in a product launch. Timetables include packaging
approval and production, sales force meetings, manufacturing and distribution,
and advertising.
We are using Recycle
boards for manufacturing
boxes, tags, hangers and
paper carry bags.
While design or
manufacturing a
packaging material we
are considering brand in
the form of quality. Our
quality packaging services
will helpful to our
customer as a marketing
tool.
INDTRODUCTION
4. PACKAGING DESIGN PROCESS
Clarify goals + Positioning
Establish goals and define
problem.
Brand equity
Competition
Existing brands in product line
Price point
Target consumer
Product benefit
Conduct audits + identify expert
team
Competitive (category)
Retail (point of sale)
Brand (internal, existing
product line)
Packaging designer
Packaging engineer
Packaging manufacturers
Industrial designers
Regulatory legal department
Conduct research as needed
Understand brand equity.
Determine brand standards.
Examine brand architecture.
Clarify target consumer.
Confirm need for product does
product benefit resonate?
Confirm language how should
benefit be expressed?
Research legal requirements
Brand and corporate standards
Product-specific
Net weight
Drug facts
Nutrition facts
Ingredients
Warnings
Claims
6. PACKAGING BASICS
The shelf is the most competitive marketing
environment in existence.
Good design sells. It is a competitive
advantage.
Positioning relative to the competition and
to the other members of the product line is
critical for developing a packaging strategy.
A disciplined, coherent approach leads to a
unified, powerful brand presence.
Structure and graphics can be developed
concurrently. It is a chicken-and-egg debate.
Brand extensions are always a strategic
tug-of-war between differentiation and
coherence within a product line.
Consider the entire life cycle of the package
and its relationship to the product: source, print,
assemble, pack, preserve, ship, display, purchase,
use, recycle/dispose.
Devise timetables involving packaging
approval and production, sales force meetings, product sell in to
stores, manufacturing, and distribution.
Developing a new structure takes a long time and is very
expensive, but it offers a unique competitive advantage.
7. Determine printing specifications
Method: Offset, Digital
Application: Paper
Board/PET/PP Boxes, Paper
Hang Tags, Paper Bags,
Barcode Stickers.
Other: 6 colours, UV Printing,
Hot Foil Stamping
Determine structural design
Design new structure or use
stock?
Choose forms (e.g., Carton,
Cardboard, Corrugated, Rigid,
PET and PP Boxes).
Choose possible materials,
substrates, or finishes.
Source stock and get samples.
Finalize copy + content
Product name
Benefit copy
Product Facts
Ingredients
Net contents
Claims and Warnings
Distributed by
Manufactured in
Universal Product Code
Design + prototype
Start with face panels
(2D renderings).
Get prototypes made.
Narrow option(s).
Design rest of package.
Simulate reality: use actual
structure/substrate with
contents.
Evaluate solution + manage production
In a retail/competitive environment
As a member of the product line
Consumer testing
Finalize files.
Oversee production.