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The Packaging Design Portfolio:
When packaging design detracts from the brand
By Tim Robertson RGD
Is this happening with any of your brands?
Consumers may enter the retail environment with a perceived brand value and brand preference in mind, only to find the product package design detracts from this perceived value.
Advanced research shows that in a retail environment more information on a package is absorbed less. The lack of focus or lack of a clear benefit will create a distortion in value perception. This often happens as a result of “design by committee” or when marketers do not use a good packaging design agency.
Well-meaning marketers want to message everything on the package - resulting in clutter and a very low reception by the intended market. Qualified research shows the more text there is on a product package, the less it will be read.*
A competitor can upstage the established brand with superior research based design.
Structural innovation and well-researched product package design can contribute to increased sales and upstage a leading brand. This means paying attention to contrast, studying how consumers react to the product in a store environment, communicating a clear benefit, and discovering where packaging design contributes or detracts from brand value.
Advertising in another medium does not make the sale.
Nearly 70% of purchase decisions* are made at the point of sale, where packaging is the key spokesperson for the brand. If this key communication point is not utilized effectively competitor brands have the opportunity to make a larger impact and take away market share.
*Wharton School of Research
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©Copyright 2010 Big City Graphics, Inc. a Product Packaging Design Agency
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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