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Getting the Best of Product Package Design
By Tim Robertson RGD
Ultimately, any package design choice is an emotional one.
We like to think of ourselves as logical, rational beings but as any professional stage hypnotist will tell you, people make an emotional choice first, and then rationalize the decision after! Thus package design is subject to more that just the examination of features and benefits.
Speed counts when a product has to get to market
Many package design projects end up being approved in team meetings with senior managers. Orchestrating all the players take time, so it’s nice to have a package design agency that moves quickly to keep the process proactive.
What makes a successful product packaging design?
Successful package design is dependent on creating clarity in a cluttered marketplace, having a clear benefit, increasing the perception of brand value, and structural or design innovation.
Packaging design can promote the brand – or not.
Research shows that packaging can often detract from consumer's brand perception value of that product. This happens when there is little thinking behind package design improvements.
Great packaging design needs superior research methods.
Advanced research studies show that consumers, inundated with visual noise, are drawn to packaging that is uncluttered and in high contrast to the competition. In many instances product package design detracts from brand perception, positioning, and preference.
Why would Microsoft parody it's own product package design?
In a recent parody of Microsoft's own product packaging practices, Microsoft redesigns iPod packaging. Instead of the clean, high value package Apple designed, the end product is cluttered with badges, third party endorsements, extensive brand statements, and more.
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©Copyright 2010 Big City Graphics, Inc.
About the Author: Tim Robertson RGD represents several of Canada's most distinguished design firms. With over 20 years experience in branding and packaging design, he has been featured in Direct Magazine, the Design Management Review, and the Summit Awards.
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