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How packaging design can effect the bottom line

mchutchmchutch subscriber Posts: 7
edited August 2006 in Marketing
I
found this interesting article on packaging in the latest Communication
Arts Magazine. It basically discusses the importance of having good
packaging design in a crowded marketplace and how ultimately it can
affect the profits of a company.


http://www.commarts.com/ca/feadesign/



I can attest to this. I once had to redesign the entire line of
products for a dairy company starting from the milk containers, to
butter and yogurt packaging, etc. The task was to not only to upgrade
the dated look but to unify the entire line visually so that it looked
like a cohesive brand. Once the new packaging hit the markets, sales
went up 30% immediately. Let`s face it, good design just makes good
business sense.
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Comments

  • mchutchmchutch subscriber Posts: 7
    Robin,

    Very impressive work.

    Businesses need to realize that if they invest in good design upfront the
    returns in the investment can be quite substantial through increased sales
    and brand awareness as well as establishing long-term brand loyalty.

    M.
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  • drdesignsdrdesigns subscriber Posts: 1
    Mary - Thanks for the link to the article. Most of the packaging I create
    already has a set design. My challenge has been to make the design work
    across the entire product line. Lately, I`ve had the opportunity to design
    packaging from the ground up. I`m working on a design now for a start
    up company that has no marketing experience.

    Robin - love the package design.

    Can either of you recommend good books on this subject? I`d like to do
    further reading.
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  • mchutchmchutch subscriber Posts: 7
    Doris,

    The books I often refer to are the Graphis Package Design Annuals, the
    Communication Arts Design Annuals, and Print Design Annuals. These are
    more a showcase of the best of the best in packaging rather than
    technical instruction.
    I am often just influenced by things around me and various interests I have rather than a certain style or technique.

    M.
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  • storybookstudiostorybookstudio subscriber Posts: 7
    I am currently looking for someone to assist me with package design. I also create graphics and know what I want the packaging to look like - but I`m guessing I need to have it designed in an autocad program (it`s the outside box that my kit comes in). I haven`t gotten to this point in the manufacturing, but I will need this to be done soon. But I have a few questions.
    a) Should I have the designer sign an NDA agreement? I hate to be so paranoid, but I`m sure some of you can understand feeling extremely protective over your product, when it hasn`t come to market yet. Would this be a ridiculous request?
    b) What can I expect to pay for a 3D rendering of my concept?
    Any comments on this topic would be much appreciated. Please feel free to send me a message if you might be interested in this project!
    Thanks,
    Melissa
     
     
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  • LogoMotivesLogoMotives subscriber Posts: 15
    a) Should I have the designer sign an NDA agreement? I hate to be so paranoid, but I`m sure some of you can understand feeling extremely protective over your product, when it hasn`t come to market yet. Would this be a ridiculous request? Having a designer sign a NDA agreement is not an unusual request at all - and is basically just a formality as most designers would not disclose anything about a client`s project anyway.  I am very seldom asked to sign such agreements.  I`ve probably been asked to do so three times in my 30 year career.- J.
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  • LogoMotivesLogoMotives subscriber Posts: 15
    Can either of you recommend good books on this subject? I`d like to do
    further reading.A couple excellent books on the topic are:50 Trade Secrets of Great Design: Packaging, by Stafford CliffDesign Secrets: Packaging - 50 Real-Life Projects Uncovered, by Catharine FishelBoth are much more than showcase volumes of package designs.  The each have great case studies that go into some explanation of the package design and production process.As I often write reviews of design books, I`m made aware of new books about to be released.  This one is coming out in September and sounds like a great resource:Packaging Design: Successful Product Branding from Concept to Shelf, by Marianne Klimchuk and Sandra Krasovec (two packaging design professors from F.I.T.)- J. 
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  • drdesignsdrdesigns subscriber Posts: 1
    Thanks for the responses! I`ll check these out.
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  • mchutchmchutch subscriber Posts: 7
    Melissa,

    It is not unusual for a designer to sign a NDAs. It was fairly common practice
    at the design agency I worked for prior to starting my own studio. As Jeff
    said most designers will not reveal details and information about a product
    until it goes public.

    It sounds like you need a freelance production artist with 3-D rendering
    skills more than a designer since you have the designs already. The costs
    would depend on the rate of a freelance production artist.
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  • storybookstudiostorybookstudio subscriber Posts: 7
    Jeff - Thank you for your feedback on the NDA. I certainly wouldn`t want to start off on the wrong foot. Of course I would assume that most professionals would keep information regarding a new product under wraps. I just would like to make sure that all steps are taken to safeguard my work/ideas.
    Mary - I think that you might be right about needing someone with 3D rendering skills. I have an inquiry in with my manufacturing source, so I will know soon exactly what is needed for this project and will post again then.
    Thanks so much!
    Melissa
     
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  • theDavetheDave subscriber Posts: 2
    Anyone who has an ipod can vouch for that one.. =)
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