Because first impressions matter. Your package is your brand on the shelf. It’s often the first experience a potential customer has with your product. If it doesn’t appeal to them, you might lose them forever.
Here’s a peek at our appealing – and successful – OUT! package design. And the story of how we got there.
How effective the design depends on how well the brief positions the product. That’s why we like to roll up our sleeves and get involved from the start. First, the brief must define the tone and personality of the brand. If that personality is distinctive, the design will follow. The brief must define the specific target audience and communicate their preferences. You can have a really gorgeous design that turns a guy on. But, if the target is a woman, you may have a beautiful failure. Next, the qualities that differentiate the brand from its competitors must be defined. Outmuscling your competition on the shelf is the #1 goal.
What is a design exploration? Exactly that. Once we have a great brief, we explore. Here is our first round of exploration for Out!. All were a far cry from the generic existing packaging.
Lots of discussions ensue among the team and the clients on how well the designs meet the brief.
Design, at its best, is a reflection of the brand and everyone involved gets a voice. This is also the optimal time for qualitative testing. We always recommend this step for invaluable insight into what is being communicated to the target. Next steps follow a fine-tuning of the brief. What works, what doesn’t, what’s missing. Then, we do a second exploration. We updated the winners of the first round – and added a few new ones with the direction of more “modern and practical”.
The only final direction: because there were so many products, we needed to develop a color palette to differentiate the SKU’s at a glance. The final package set was the first set shown at the top.
As is evident above, design is a process and a discipline. But design is also an art. And, at Campaign Cafe, we are artists. That’s what makes our work top of the heap every time.
This story had a great ending for our client, Retail Products Group. Our package performed so well at Walmart that it was chosen to be the only product in its category at Walmart. This retail position is big honor in product placement negotiations with the Walmart chain.
Yes, packaging matters.