5 TIPS FOR A SUCCESSFUL PACKAGING MAKEOVER
This is the point where we usually share a bit of professional and/or personal news about the agency and staff. But we thought we'd change things up a bit, and do an op-ed piece instead of a hard news story.
We love packaging work, and we've been lucky enough, over the years, to have had a lead role in dozens of packaging "makeovers." That experience has taught us a thing or two about the kind of analysis, thinking and creativity that goes into a winning packaging refresh. So we've come up with five simple tips for a successful makeover.
Does this mean there are only five? Not at all. We know that creative success can’t be reduced to a one-size-fits-all formula. Give us a call, and we'll be happy to help you identify and execute the right packaging strategies for your brand.
OK, here goes: a few easy ideas that can make the process faster, more efficient, and – ultimately – more successful.
- Be Conscious of the Environment
With all due respect, we're not talking about being green – unless green's your color, of course. For this purpose, we're talking about being aware of the retail environment in which your packaging is going to live. It's all well and good – and probably necessary – to evaluate new packaging designs as flat printouts, or even as 3D comps. But here's the thing: If it works on the conference room wall, but recedes into invisibility on the shelf, then it's not a successful design. - Declutter
Over the years, our houses fill up with all kinds of stuff. That's why the realtor's favorite piece of advice to home sellers is simple and to the point: get rid of the clutter that might keep prospective buyers from really seeing your house's unique good points. It's the same with packaging. Over time, it tends to get cluttered with bursts, taglines, claims – a patchwork of messaging that can keep your message from getting across to the consumer. Refresh time is the perfect time to lose the packaging elements that aren't working for you – and may actually be working against you. - Take Inventory
This may seem self-evident: before you start the redesign process, it's wise to take stock of the packaging elements that represent true brand equities. Is it your color palette? Your logo? Illustrations? Fonts? All of the above? If you identify those elements – the elements that consumers really associate with your brand – it'll be easier to hang onto the things that matter, and ditch the things that don't. - Own Your Icon
Maybe it's the shape of a piece of candy. Maybe it's a brand mascot or character. Maybe it's something as simple as a single stylized letter. Whatever the case may be, it's a good idea, when you're thinking about a package redesign, to ask yourself whether your brand icons – the elements that trigger the most powerful emotional response among your consumers – are getting the prominence they deserve. If you want your package to perform, then give your icons a chance to shine – even if that means (heresy!) shrinking that logo just a bit. - Simplify, Simplify, Simplify
Layers: they're great for cake, but for packaging – not so much. The more layered your packaging communication is, the harder time your consumers will have figuring it out. And let's face it: if it takes an extra three seconds for consumers to get through all those layers, you've lost them. So ask yourself, each and every time: is this layer really necessary? Does it justify its presence on that PDP? If it's making the consumer work too hard, then get it out of there. Hey, that's what back panels are for, right?