| So you finally have that shiny new product that | | | | is important. The product packaging must convey |
| you are about to launch onto the store shelves. | | | | the cohesiveness that matches your other |
| All of your marketing material is ready and the | | | | marketing assets such as catalogs, website, |
| sales team cannot wait to start courting retail | | | | letterhead, etc... If the product needs to be |
| buyers. At this point, I hope you have not | | | | explained to the consumer, it must be done |
| neglected your product packaging. The product | | | | effectively as you are competing with other |
| packaging can make or break a product. | | | | products on the shelf for consumer "eye" time. |
| Consumers may not even try your product (it | | | | The product must be explained easily and quickly. |
| could be the best of it's kind in the world) simply | | | | Product Visibility refers to the ability to actually |
| because the packaging is not pretty or does not | | | | see the product itself. If it is possible and it fits |
| convey the proper message. | | | | with the product, I like to allow consumers to see |
| I like to take a look at what I like to call | | | | the actually product instead of just a picture of |
| requirements when designing product packaging | | | | the product on the packaging. By allowing the |
| for a product. For me, the requirements are: | | | | consumer to see the actual product, the |
| attractiveness, message, product visibility, and | | | | consumer can envision themselves using the |
| soul. | | | | product increasing the likelihood of a purchase. |
| Attractiveness is a very simple concept, but | | | | Soul is hard to explain. The soul of the packaging |
| difficult to implement. Depending on the product, | | | | to me refers to all the aspects mentioned above. |
| the packaging has to match the color scheme, | | | | I like to imagine myself as the product (strange, I |
| shape, and size to name a few. You also need to | | | | know) and the product packaging as my home. |
| take into consideration where on the retail shelf it | | | | Would I feel comfortable in this home? Does this |
| would belong. Will it be placed on an actual shelf or | | | | home fit my personality? When others see my |
| will it be hung? Attractiveness is relative, but | | | | home, do they think this home fits me? To me, |
| packaging can be designed to reflect the common | | | | the product packaging and the product itself are |
| taste and aesthetic sensibilities of the majority. | | | | one. They are presented to the consumer as one |
| Message has to do with your overall branding | | | | item, therefore, product packaging and branding |
| effort. Everything from logo placement, to the | | | | overall cannot be overlooked when performing |
| type, to even the font that is used for the type | | | | product design and development. |