Ten Steps to a Better Packaging
Design Process
By David Jensen and Patty Jensen, Jensen Design Associates,
Inc.
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| David Jensen
and Patty Jenson |
Part of a firm’s success in packaging design rests with
helping clients understand that good packaging is more than just
good design—it’s having a good process in place. Although
there are many details that go into packaging, these ten steps can
provide a roadmap for both the client and the design team to ensure
that a packaging design project will yield great results.
1. Prioritize. Prioritize. Prioritize. As part
of the creative brief, include a hierarchy of five communication
points for the front of the package. This includes:
A) Brand
B) Product name
C) Why-to-buy statement
D) Feature points
E) Product image
Visual priority must be established from the very beginning of
the process; it drives how all creative will be judged. If you try
to make everything the most important, nothing becomes important.
2. Come together. Once the creative brief has
been approved by the primary client contact, consensus must be obtained
from the people expected to judge the package design from within
the corporation. Without this consensus, the design process will
fall apart. Without clearly stated, agreed-upon objectives, the
client will often start to give art direction rather than design
input. Once the client starts to tell you to “make this bigger”
or “move this here,” you are no longer driving the design
process. The creative brief is there to dictate and drive the creative
direction. If everyone signs off on the creative brief at the start
of the project, you will get better input.
3. Go shopping. From the start of any packaging
project—even if you are familiar with the category—go
shopping. Go to as many different retailers as possible, and take
pictures of your client’s product and their competitors’.
Talk to the salespeople. Ask them what they know about the products.
Notice whether they use the box as a sales tool or a crutch. Utilize
the retail environmental shots you take to drop in digital images
of your proposed designs. Present only the designs that pop off
the shelf.
4. Remember your roots. Designs should be judged
internally against the original, agreed-upon creative brief before
they are presented to the client. Bring the creative brief to the
initial presentation, and review it as a group before presenting
the creative. This will keep the meeting focused. Once a creative
direction is signed off on, focus groups can be very helpful to
confirm that the original five communication points are receiving
the right priority for the audience.
5. Less is more—when it comes to copy. The
packaging message should do the following: Increase product recognition,
stimulate impulse purchases, sway purchase decisions, and stand
in for the salesperson. It needs to do this quickly and concisely.
The why-to-buy statement is the most important element of copy on
the package. It should be succinct, catchy, competitive, and compelling.
It is a common myth among clients that they can write their own
copy. They tend to be too close to the project and too wordy to
be effective. If you don’t have a copywriter on staff, hire
one specifically for the packaging project.
6. Maintain a solid consistency. Consistency on
packaging is twofold. First, the brand and the message should be
consistent with the corporate brand strategy. Second, if there are
multiple products in a line, the packages should be consistent with
each other. This will make the strongest shelf impact. A packaging
guideline document can ensure graphic elements are consistent between
products regardless of package size or format differences.
7. Make a list. Check it twice. In all likelihood,
your client does not have a packaging checklist. Generate one for
them. It will make both of you more successful in the long run.
This list can also be used as a job start for future projects. Items
to include are all of the tracking numbers (i.e.: UPC codes, internal
numbers, product codes, etc.), legal, and stacking codes. Each genre
of packaging has different requirements. For example, food packaging
and pharmaceutical have very specific design issues. Regardless
of the type of package you are designing, there are multiple production
items that are critical to its ultimate success.
8. Make friends with your printer. Packaging manufacturers
are very different from sheet fed printers. There are different
substrates and file requirements. Once a creative direction has
been approved, share this with your printer. He or she may have
suggestions upfront that could save you time and your client money.
Another issue to consider is if the package is being printed overseas.
Find out what type of files they can receive. Many overseas printers
won’t take the latest software versions. Also, find out how
they would like to receive the files. Posting files on an FTP site
or sending print-ready PDFs can save time and errors.
9. Hot Potato should be left to the kids. Make
sure the client knows that you need adequate time before the file
is handed off to the printer to do a preflight. Build 24 hours into
the process to allow adequate time. Remind the client as the deadline
approaches that you will need this time. If a file is being sent
via PDF, send mark-ups. Finally, if it is a 3-dimensional box, always
build a comp to make sure the artwork is aligned correctly on the
die line. Artwork can shift during the production process, especially
if multiple designers have worked on the file.
10. Your job is never done. Once your package
is in the store, check it out. Take pictures, and make sure that
it has the impact you desired. Share your success with your client.
Gather feedback from your client and retailer regarding the success
of the packaging. Following up on your work with the client fosters
a good working relationship in the future.
Jensen
Design Associates (JDA) was founded in 1991 and has grown through
the combined efforts of David Jensen, President and Creative Director,
and Patty Jensen, Vice President, Account Services. David Jensen
completed the Visual Communications program at Cal State Long Beach
in 1981. He served as a graphic designer and art director at several
L.A. design firms before he established his own studio in 1986 as
a founding partner of Ervin Jensen Designers. In 1991, he formed
JDA. Patty joined JDA in January of 1993. During her 22-year career,
she has worked on the client side as a creative services and merchandising
manager, and has taken a special interest in branding and corporate
identity. Patty earned her degree in Communications and Marketing
from the University of Michigan.
This article appeared in the January
2005 eBulletin.
Feedback on DMI Viewpoints and article proposals
are always welcome! Please email jtobin@dmi.org.
All articles reflect the opinion of the author and not the Design
Management Institute.
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