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40 point packaging redesign checklist

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The equity of your brand is one of your greatest business assets.

So how do you modernize a product pack so customers still know it & love it without compromising your brand equity? Below is a quick ready reckoner checklist for you. You can use this checklist to either review your current on shelf offerings or new packs before they debut on shelf.
Included are the 15 signs to determine if your packaging needs to be reinvigorated

Publicado en: Empresariales
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40 point packaging redesign checklist

  1. 1. How irresistible are your products on-shelf? A 40 point checklist
  2. 2. jamandco.com.au The equity of your brand is one of your greatest business assets. So how do you modernize a product pack so customers still know it & love it without compromising your brand equity?
  3. 3. jamandco.com.au What are the signs telling you if your packaging needs to be reinvigorated?
  4. 4. 15 Signs your packaging needs to be reinvigorated 1. The pack feels stale or outdated …it feels blah! 2. The brand identity and pack language no longer accurately reflects the business. 3. The product pack no longer resonates and drawing in your target audience. 4. It’s no longer clear about what makes the product special 5. The pack is cluttered and no longer visually appealing
  5. 5. 6. The pack no longer projects the image you want for your company 7. The product is being repositioned 8. The main channel, through which product is sold has changed 9. The product has matured or is preparing for growth 10.You’ve changed the packaging, but the market hasn’t noticed. 15 Signs your packaging needs to be reinvigorated continued…
  6. 6. 11.Losing market share with increased pressure from rival competition 12.Market trends have shifted leaving your product behind 13.Your value proposition is no longer converting sales 14.The sales team are finding it hard to open and secure the right opportunities for the product 15.The product communications and messaging are no longer aligned to the brand reposition 15 Signs your packaging needs to be reinvigorated continued…
  7. 7. To identify whether change is necessary for your product packaging & where updates need to be made, ask yourself the following questions:
  8. 8. 1. Does your product pack say what you mean and mean what you say? © Jam&Co Design 2017 | jamandco.com.au
  9. 9. © Jam&Co Design 2017 | jamandco.com.au 2. Is your pack easy to engage with?.
  10. 10. jamandco.com.au 3. Is the pack well- structured with visual information and key messaging that the consumer can easily understand? © Jam&Co Design 2017 | jamandco.com.au
  11. 11. jamandco.com.au © Jam&Co Design 2017 | jamandco.com.au 4. In less than 3 seconds can I, as a consumer, understand • what it is, • what it does, • how it will solve my problem & • why it was made for me?
  12. 12. jamandco.com.au 5. Does the written & graphic content feature targeted information specifically just for your target consumer? © Jam&Co Design 2017 | jamandco.com.au
  13. 13. © Jam&Co Design 2017 | jamandco.com.au 6. Do the colour combinations and fonts have an impact on me emotionally?
  14. 14. 7. Does your design and message resonate with and inform me specifically based on my needs and wants? © Jam&Co Design 2017 | jamandco.com.au
  15. 15. jamandco.com.au © Jam&Co Design 2017 | jamandco.com.au 8. Does your pack clearly demonstrate that you know who you are targeting?
  16. 16. 9. Does your pack demonstrate how it will meet the emotional needs of your consumer ? © Jam&Co Design 2017 | jamandco.com.au
  17. 17. © Jam&Co Design 2017 | jamandco.com.au 10. Is your pack clear in its differentiation without being BRASH?
  18. 18. © Jam&Co Design 2017 | jamandco.com.au 11. Have you maximized the packs visual impact on shelf… in situ?
  19. 19. jamandco.com.au 12. Does your pack stand out from a sea of me- too’ness? © Jam&Co Design 2017 | jamandco.com.au
  20. 20. © Jam&Co Design 2017 | jamandco.com.au 14. Is the creative look and feel of the pack compelling?
  21. 21. 15. Are shoppers interacting with the form of the pack in some way? © Jam&Co Design 2017 | jamandco.com.au
  22. 22. © Jam&Co Design 2017 | jamandco.com.au 16. Does the design capture the core elements which define the products perception & experience, including its texture, colour, usability and its images?
  23. 23. 17. Does the packaging design represent the authentic character of the brand? © Jam&Co Design 2017 | jamandco.com.au
  24. 24. jamandco.com.au © Jam&Co Design 2017 | jamandco.com.au 18. Does the pack convey the brand’s story?
  25. 25. 19. Does the “functional” depiction of the product on the pack captivate the potential buyer’s imagination? © Jam&Co Design 2017 | jamandco.com.au
  26. 26. © Jam&Co Design 2017 | jamandco.com.au 20. Does the product description on pack grab the consumer’s attention?
  27. 27. 21. Is the back of pack content easy and quick to understand for the consumer? © Jam&Co Design 2017 | jamandco.com.au
  28. 28. © Jam&Co Design 2017 | jamandco.com.au 22. Does the pack tell the consumer all they want to know about the product?
  29. 29. jamandco.com.au 23. Does the pack convey the value of the product within? © Jam&Co Design 2017 | jamandco.com.au
  30. 30. © Jam&Co Design 2017 | jamandco.com.au 24. Does the product sit in the green sector and if so, does the content and form depict “green” and sustainability?
  31. 31. jamandco.com.au 25. Does the pack convey trust? © Jam&Co Design 2017 | jamandco.com.au
  32. 32. © Jam&Co Design 2017 | jamandco.com.au 26. Does the pack call out the “Reason To Believe?”
  33. 33. 27. Does your pack answer the consumer’s questions firing inside their head? © Jam&Co Design 2017 | jamandco.com.au
  34. 34. jamandco.com.au © Jam&Co Design 2017 | jamandco.com.au 28. Does your pack entice, seduce and cause the consumer to fall in love?
  35. 35. jamandco.com.au 29. Does the pack separate from the competition? © Jam&Co Design 2017 | jamandco.com.au
  36. 36. © Jam&Co Design 2017 | jamandco.com.au 30. Have you used digital printing’s ability to tailor true one-to-one communication ?
  37. 37. 31. Is your product’s USP strong enough. Does your pack clearly articulate how clearly your product is unique? © Jam&Co Design 2017 | jamandco.com.au
  38. 38. © Jam&Co Design 2017 | jamandco.com.au 32. What problem does your product solve better than any other product in its’ category?
  39. 39. jamandco.com.au 33. What does your product promise your target consumer that others alongside them on the retail shelf do not? Is the “promise” clear?© Jam&Co Design 2017 | jamandco.com.au
  40. 40. © Jam&Co Design 2017 | jamandco.com.au 34. Has your target market has grown and evolved and has your product/brand kept up with the changes?
  41. 41. 35.How specific is your message/ offer? (If it is not specific enough - it won’t be seen to be unique.) © Jam&Co Design 2017 | jamandco.com.au
  42. 42. © Jam&Co Design 2017 | jamandco.com.au 36. Are you casting your net too wide or do you focus on offering something specific to a specific segment of the market?
  43. 43. 37. Can your message be read and understood at a glance? © Jam&Co Design 2017 | jamandco.com.au
  44. 44. © Jam&Co Design 2017 | jamandco.com.au 38. When you look at your product…Do you love it? (Do you truly see, love, and appreciate the product yourself first? Your target consumer won’t be able to see the value of your product until you see and value it for yourself.)
  45. 45. 39. Which of the 3 value propositions is being projected by your current product pack(is it what you want?) 1. Exchange value 2. Utility value 3. 3. Intrinsic© Jam&Co Design 2017 | jamandco.com.au
  46. 46. jamandco.com.au © Jam&Co Design 2017 | jamandco.com.au 40. If all you had was ONLY this one product to sell-How much more time & attention would you devote to ensuring its success?
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