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How to Create Stunning Packaging Designs That Sell
How to Create Stunning Packaging Designs That Sell
1. More Than Just a Pretty Box: The Power of Packaging
Alright, let's be honest. We've all done it. Walked into a shop, spotted something utterly dazzling on a shelf, and without a second thought, popped it straight into our basket. Was it the product itself that initially hooked us? Perhaps. But often, it was the silent, artful allure of its packaging. In today's bustling marketplace, where shelves groan under the weight of choices and online stores are endless digital aisles, your product's packaging isn't just a container; it's your brand's first, and often most impactful, handshake with a potential customer. It's your product's very own red-carpet moment. For a deeper dive into making that initial splash, consider exploring How to Build an Iconic Brand Identity Through Packaging.
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2. Why Great Packaging Isn't a Luxury, It's a Necessity
Still think a brown cardboard box with a sticker will do the trick? Think again, my friend. Exceptional packaging is less about extravagance and more about strategic brilliance. To understand the broader impact, check out The Ultimate Guide to Packaging Design Services.
The Silent Salesperson
Imagine your product sitting there, patiently waiting. It can't speak, it can't run an ad campaign from the shelf. But its packaging? That's doing all the talking. It communicates quality, values, purpose, and prestige. It shouts (or elegantly whispers) "Pick me!" in a crowded room. It’s your 24/7, highly persuasive, commission-free sales rep. For tips on making your product irresistible, you might find Branding for Product Success: Why Design Matters illuminating.
Brand Storytelling in a Box
Every brand has a story, a personality. Packaging is a fantastic canvas to tell that tale. Is your brand quirky and playful? Elegant and minimalist? Eco-conscious and ethical? Your design elements – from the texture of the material to the font choice – should weave this narrative seamlessly. Think of British success stories like Lush Cosmetics; their packaging, often simple and handmade, perfectly reflects their natural, ethical, and fun brand ethos. Learn more about powerful narratives with How to Tell Your Brand Story Through Packaging.
Source: Google
The Unboxing Experience: A Modern Ritual
In the age of social media, the act of "unboxing" has become a phenomenon. A well-designed package elevates a simple purchase into an experience, a moment of delight that consumers are eager to share. This isn't just about pretty ribbons; it's about the anticipation, the reveal, and the lasting impression that fosters loyalty and organic marketing. Apple famously mastered this with their minimalist, satisfyingly tactile packaging, setting a benchmark for premium unwrapping.
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3. The Art & Science: Key Elements of Stellar Packaging Design
So, how do you go from a plain box to a marketing masterpiece? It's a delightful blend of creativity and common sense. Dive deeper into the details with The Elements of Effective Product Packaging Design.
Visual Appeal: Catching the Eye
This is where the magic happens – the visual "oomph" that stops someone in their tracks.
- Colour Me Impressed: Psychology in Hues Colours evoke emotions and associations. Red for energy, blue for trust, green for nature. The right colour palette can instantly communicate your product's purpose and appeal to the target demographic. Think of the vibrant, playful colours used by Cadbury's on their chocolate bars – instantly recognisable and comforting.
- Typography: Speaking Volumes (Without Saying a Word) Your choice of font speaks volumes about your brand's personality. Is it bold and modern, elegant and traditional, or whimsical and friendly? Ensure it’s legible, impactful, and consistent with your brand's overall look and feel.
- Imagery & Graphics: A Picture Paints a Thousand Purchases From illustrative patterns to mouth-watering product photography, visuals are paramount. They should be high-quality, relevant, and visually enticing. They can convey benefits, demonstrate use, or simply add aesthetic charm. For more on visual impact, check out Branding Strategies for New Product Packaging.
Source: packagingoftheworld
Functionality: It's What's Inside (and How it Stays There)
A beautiful box that fails to protect the product is just a pretty disaster. Functionality is the unsung hero of packaging.
- Protection Perfection Your primary job is to ensure the product arrives safely. This means choosing appropriate materials and structures that can withstand the rigours of shipping and handling. Nobody wants a shattered dream (or product).
- Ease of Use & Convenience Is it easy to open? Is it resealable? Does it dispense the product efficiently? A frustrating unboxing experience or difficult-to-use packaging can severely damage brand perception. Think of the frustration of trying to open a stubborn blister pack!
Sustainability: The Green Appeal Consumers are increasingly eco-conscious. Sustainable packaging – recyclable, compostable, or made from recycled materials – is no longer a niche request but a growing expectation. Brands like Innocent Smoothies have effectively communicated their commitment to sustainability through their packaging. To delve deeper into this crucial aspect, read Sustainable Packaging Design: Eco-Friendly Solutions.
Source: packagingoftheworld
Information Hierarchy: What to Say, How to Say It
Clarity is king. Don't overwhelm your customer; guide them.
- Clear & Concise Labelling Essential information (product name, brand, key benefits) should be immediately apparent. Use clear fonts and good contrast.
- Regulatory Must-Haves Don't forget the boring but vital stuff: ingredients, nutritional information, warnings, barcodes, and certifications. Make sure they're present and legally compliant, even if they're subtly placed.
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4. Know Your Audience (and Your Competition!)
Designing in a vacuum is a recipe for disappointment. You need to do your homework!
Who Are You Talking To?
Before you even sketch a line, understand your target demographic. What are their preferences? What resonates with them? Are they drawn to luxury, simplicity, playfulness, or practicality? Packaging for a child's toy will differ wildly from that for a gourmet coffee. For more insights on this, refer to Understanding Your Target Audience for Effective Packaging.
What Are Your Rivals Doing (and How Can You Do it Better)?
Conduct a thorough competitor analysis. What colours are they using? What shapes? How do they communicate their value? This isn't about copying; it's about identifying gaps, standing out, and ensuring your packaging offers a unique selling proposition on the shelf. If everyone's using matte black, maybe you go for a vibrant metallic!
Source: Pinterest
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5. The Process: From Concept to Carton
Great packaging doesn't just happen overnight. It's a methodical process.
Briefing & Brainstorming
Start with a clear brief outlining your product, target audience, brand values, budget, and desired outcome. Then, let the ideas flow! Sketch, mood board, explore different materials and structures.
Prototyping & Testing
Crucial step! Create mock-ups. How does it feel in the hand? Is it easy to open? Does it stand out on a mock-up shelf? Get feedback from real potential customers. This iterative process saves headaches (and money) down the line. You might find The Importance of Mock-ups in Packaging Design helpful.
Production & Beyond
Work closely with your chosen manufacturers to ensure the design translates perfectly to production. Consider factors like print quality, material sourcing, and efficient assembly. And once it's out there, monitor its performance! Is it boosting sales? Generating buzz?
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6. Packaging Pitfalls: Avoid These Brand Blunders
- Over-Designing: Sometimes, less is more. Too much clutter can confuse and overwhelm.
- Ignoring Brand Consistency: Your packaging must align with your overall brand identity, website, and marketing materials. This is crucial for Ensuring Brand Consistency Across All Packaging.
- Poor Material Choice: Flimsy materials cheapen your product, regardless of its true quality.
- Not Considering Logistics: A beautiful design that's impossible or very expensive to ship is a non-starter.
- Copying Competitors: Stand out, don't blend in! Authenticity wins. For more on creating distinctiveness, read Creative Packaging Solutions for Unique Products.
- Forgetting Legal Requirements: Ignoring labelling laws can lead to costly recalls or fines.
Source: Pinterest
7. Ready to Wrap Up Success?
Stunning packaging design is a powerful investment that can significantly impact your product's success. It's your brand's silent advocate, its visual storyteller, and often, its very first sales pitch. By meticulously considering aesthetics, functionality, sustainability, and your target audience, you can create packaging that doesn't just protect your product, but propels it off the shelves and into the hearts (and homes) of your customers.
Feeling a bit daunted by the prospect of designing a show-stopping package? Or perhaps you need a fresh pair of expert eyes to ensure your brand's personality truly shines through every fold and colour? Don't leave your product's first impression to chance!
At Almond Branding, we're rather passionate about crafting designs that don't just look good but work hard for your brand. We specialise in turning good products into irresistible temptations through thoughtful, strategic, and stunning packaging. Let's create something truly unforgettable together. Get in touch with us – your product deserves to be beautifully presented!
Almond Branding awarded India's Best Packaging Design Agency for 5 consecutive years
Almond Branding, the eminent powerhouse in branding and design, has been awarded the coveted title of "India's Best Packaging Design Studio" for the fifth consecutive year, cementing its legacy as a leader in innovative packaging design and brand identity solutions.
The India's Best Design Awards, an epitome of design excellence spanning diverse industries, have recognized Almond Branding for its unwavering dedication to pushing creative boundaries in packaging design. This prestigious accolade reaffirms the design agency's commitment to delivering avant-garde packaging design solutions that captivate consumers and elevate brands. Almond Branding's consistent recognition over five consecutive years is a testament to their steadfast commitment to branding and design excellence.
What sets the India’s Best Design Studio Awards apart is that it doesn't hinge on a singular winning project; rather, it comprehensively evaluates the design agency's competence and expertise based on multiple criteria, including the team, client portfolio, and above all, transparency.
Shashwat Das, the visionary Founder of Almond Branding, shared his excitement, saying, "We are elated to be recognized as the 'India's Best Design Agency' for the fifth consecutive year. This accolade reflects the talent and dedication of our team, who continually strive to redefine boundaries of Branding and Packaging Design. We are truly honoured to be acknowledged by the industry for our unwavering commitment to excellence making Almond Branding the top most branding agency in India."
Boasting an in-house packaging and printing studio, Almond Branding possesses an intimate understanding of printing and prototyping nuances, ensuring a seamless pre and post-production experience. This expertise solidifies Almond Branding's position as the most sought-after Packaging Design Agency in India.
With these continuous wins, Almond Branding became one of the most awarded design agencies in India. In the past Almond has also won a few international awards like the Muse Creative Awards for Branding & Design.
Almond Branding's impressive track record in the design industry speaks volumes about their unwavering commitment to delivering world-class branding and design solutions, enabling brands to shine in today's fiercely competitive market.
Almond Branding, one of India’s leading Strategic Branding & Design Agencies based out of Mumbai, has always had a clear focus on Packaging Design. As a specialized Packaging Design agency, Almond Branding has been the force behind some of the major Packaging Design revamps and newer launches in the country. Its esteemed list of clientele include Amul, TATA, 3M, Marico, Parle, Reliance, JKHC(Raymonds), ITC, Emami, Dabur, Kellogg’s, Maharishi Ayurveda, Baidyanath, Hindustan Pencils, to name a few.
On one hand, Almond helps some of the top FMCG companies to launch new products in the market with the most awesome Packaging Design. On the other hand it also helps Startups with Packaging Design solutions that donot cost a fortune and yet is very effective in the market. Almond Branding has a vision of helping startups with the most unique Packaging Design solutions so that they can confidently take-on their bigger counterparts on the retail shelves. For Startups who can’t afford to advertise, the Packaging Design becomes the single most and critical form of Brand communication.
With over a decade of experience, the team at Almond Branding is immensely passionate about Packaging Design and Brand Design as a whole. Well equipped with the best of domain expertise, it looks at every new project as an opportunity to try something new.
Some of the factors that sets Almond Branding apart are:
- Print friendly Artwork Creation: After the Packaging Design is finalized, print friendly Artwork files are created keeping the printing process and restrictions in mind so that you can directly handover these files to the printer for faster production. Almond Branding ensures what is shown on screen is achieved while printing for your packaging.
- Print Online Supervision: Almond Branding also provides the value addition of accompanying you to Print Online at the printer’s end to supervise the final printing process inorder to achieve the desired results.
- Packaging Mockups: Mockups are an essential part of Almond’s Packaging Design process. It helps you make a better-informed decision about the proposed Packaging Design by presenting an almost equivalent replica on similar substrate mockups.
Almond Branding is now India's Best Packaging Design Studio
Almond Branding has won India’s Best Design Studio Award 2019 for Packaging Design. Initiated in 2015, India’s Best Design Awards are the first to recognize Design Studios for their professional work, business practices and transparency. It recognizes agencies in 8 categories including Best Brand Deisgn, Spatial Design, Graphic Design, Digital Design and the likes. The jury consisted of eminenet stalwarts like Adman turned film-maker R Balki to Vikas Satwalekar, the ex executive Director of NID to reputed international designer and author Prof. S Balram and Shradha Sharma, founder of Yourstory to name a few.
“Receiving this prestigious and respected recognition for excellence in professional work, business practices and transparency in the much competitive Design industry today is a big achievement for us at Almond Branding” said Shashwat Das, Founder-Director, Almond Branding.
The POOL Show and India’s Best Design Awards ceremony
The event, which took place on 28th Septemeber 2019 comprises of The POOL Show event, followed by Awards ceremony at Hotel Hilton Conrad, Pune. It is a unique Design show and an exclusive networking event, comprising presentations and Poolside chats of industry leaders with rising stars in a relaxed atmosphere.
What makes India’s Best Design Studio Awards unique is that its not given out for a single winning project or work. The overall competency and expertise of the design agency is evaluated basis multiple criteria including the team, the kind of clients, the top few case studies in the work portfolio and most importantly transparency.
What makes Almond Branding India’s Best Packaging Design Studio?
Almond Branding, one of India’s leading Strategic Branding & Design Agencies based out of Mumbai, has always had a clear focus on Packaging Design. As a specialized Packaging Design agency, Almond Branding has been the force behind some of the major Packaging Design revamps and newer launches in the country. Its esteemed list of clientele include Amul, TATA, 3M, Marico, Parle, JKHC(Raymonds), ITC, Emami, Dabur, Kellogg’s, Maharishi Ayurveda, to name a few.
On one hand, Almond helps some of the top FMCG companies, willing to invest into Packaging, to launch new products in the market with the most awesome Packaging Design. On the other hand it also helps startups with Packaging Design solutions that donot cost a fortune and yet is very effective in the market. Almond Branding has a vision of helping startups with the most unique Packaging Design solutions so that they can confidently take-on their bigger counterparts on the retail shelves. For Startups who can’t afford to advertise, the Packaging Design becomes the single most and critical form of Brand communication. For them, Packaging is their Advertising and the single most critical source of brand communication.
With a decade of experience, the team at Almond Branding is immensely passionate about Packaging Design. Well equipped with the best of domain expertise, it looks at every new project as an opportunity to try something new.
Almond Branding has an in-house packaging and printing studio and is well aware of the printing and prototyping nuances to be considered for a hassle-free pre and postproduction experience. It’s this expertise that makes Almond Branding, the most sought after Packaging Design Agency in India.
Some of the factors that sets Almond Branding apart are:
- Print friendly Artwork Creation: After the Packaging Design is finalized, we create print friendly Artwork files keeping the printing process and restrictions in mind so that you can directly handover these files to the printer for faster production. We ensure, what we show on screen is achieved while printing for your packaging.
- Print Online Supervision: We provide the value addition of accompanying you to Print Online at the printer’s end to supervise the final printing process inorder to achieve the desired results.
- Packaging Mockups: Mockups are an essential part of our Packaging Design process. We help you make a better-informed decision about the proposed Packaging Design by presenting an almost equivalent replica on similar substrate mockups.
Almond Branding has also won international Design Awards for Branding & Packaging Design. It recently won the prestigious Muse Creative awards for revamping the Packaging Design for Tokla Green Tea from Nepal. It has won a gold at the Muse Creative awards, 3 years in a row. That makes Almond Branding one of the most awarded Packaging Design agencies in India.
Don't be a Thought Leader, Here are 4 Reasons Why!
You may have heard the idiom, “Jack of all trades, and master of none.” A wise, old adage often used to demean a generalist. After all, success in today’s market does heavily depend on competitive advantage, right? In the ability to do one thing better than everyone else. But, what if that’s just a myopic version of success? The actual idiom does say, “A jack of all trades is a master of none, but oftentimes better than a master of one.”? What if it’s time we consider a different perspective on things?
So here are a couple of reasons why overall competence hands-down beats specialisation:
1. Too Many Thought Leaders
Just like a diamond emerges after immense pressure on regular coal, the emergence of a thought leader comes from success after significant failure. It’s this trial and error that makes them knowledgeable enough to hold their own against all odds. Today, there is a business in thought leadership. With the emergence of apps like Instagram, everyone wants to be a thought leader. This muddies the market and reduces the credibility of the lot. If you want to be the next Gary Vee or Einstein, focus on consistent all-around growth rather than a particular specialisation. Over time, you’ll emerge as a titan of your own.
2. Being a Generalist Isn’t Half That Bad
Ever notice a situation like Mr XYZ’s? As an employee, XYZ was an overachiever at every function of his job. However, now as an entrepreneur, things aren’t quite the same. The role’s functions suddenly involved way too many things. He’s now scattered, burned out and too hard on his staff. When you’re a generalist, you have functional knowledge in many areas. This opens your eyes to fresher growth perspectives and enables you to be on top of any curve balls that may come your way.
3. Collaborative Ecosystems - The Way of the Future
According to the S.B.A., only 25 Per cent of new businesses go on to make it for 15 years or more. Today’s entrepreneurs have truly understood the size of the challenge facing them. They understand that a ‘together we thrive’ or collaborative model is the success format of the future. Take social media sites like Facebook and Linkedin. They increase revenue by integrating with many third-party businesses. Consider the rise of firms who thrive by collaborating on everything from branding and marketing to HR and even various operations. To be adept at thriving in the market of today and tomorrow, it serves better to be competent at various functions instead of thriving at just the one.
4. You'll Feel a Lot More Holistic as a Person
Every single person has multiple facets to their personality. To rise to your highest potential, it’s important to equally feed and grow each element of your person. Consider Einstein, one of the brightest minds to have ever graced this world. You may know him as Mr. Science but what about as an expert violinist? Do you know that he was also a master sailor? Consider Abraham Lincoln, a renowned US leader and president. You may know him as a great leader but what about as an inventor with his own patent? Do you know that he was also a lawyer and a professional wrestler? The key to reaching your position at the top doesn’t lie in accentuating one part of your person but in learning from all your favourite fields and growing your entire being.
As an entrepreneur, you have one goal; to solve a problem. Ideally, you leave the world in a better place than where you found it. To do that, the yesteryears thought the solution was excelling at just one thing. Today, we know better. Consider the musician FKJ, to truly be the best, you have to be competent at it all. Leverage off and learn from thought leaders. Gain their competence and push your boundaries. Be as holistic as it gets. And who knows, if you do it all well enough, you might actually end up being the best thought leader of them all!
The article was originally published here on Entrepreneur.com
Startup Branding : The pre-branding roadmap to steer your Startup onto the right path
‘Your brand is a voice and product a souvenir’ – Lisa Gansky
With innovation today ranging from the selfie toaster to the self-driving electrical car, it often becomes hard for a new or inexperienced product/service/company to get a foothold in the market. Conceptualising, designing and even producing your product/service is the easier part of your entrepreneurial journey. The challenge mainly lies in reaching out and connecting with the masses of unknown people across the multitude of villages, cities and even countries in a way that actually convinces them to let go of their hard earned money. Now that’s a challenge! A tough one too.
According to the Small Business Association, 30% of new businesses fail during the first two years of being open, 50% during the first five years and 66% during the first 10 years. It’s almost shocking that only 25% go on to make it for 15 years or more. The game you’ve entered is a tough one my friend. A true test of your stamina, will power, grit and everything you have in you. But before you start to panic, know that life doesn’t necessarily have to be as testing or difficult. For you, it can actually be rather simple. How? By using this open secret that we’ve spent years refining into a sure shot process. So come closer. Read this bit extra carefully. It’s literally the difference between having your moment at the very top of the mountain and crashing straight to the bottom. The key to it all is BRAND.
If you want to understand the true gravitas of solid brand building, consider the more personal phrase ‘Your reputation precedes you.’ A phenomenal brand is the difference between ‘this looks cool, I wonder how it tastes’ and ‘oh, McDonalds just came out with a new breakfast range? I HAVE to try it!’ It’s the difference between, ‘This product is on discount, might be of a bad quality.’ and ‘OMG, Nike is on sale, I’ve been waiting all year to catch this.’
What you should find most exciting about all this is that it’s actually relatively easy and super fun to brand build. In fact, it’s so simple that we’re going to tell you exactly how to do it. But, for the moment, you’re going to have to stop salivating cause you’re not going to find that information in this article. Why? Because if you truly want to reach the pinnacle of success, you’re going to have to start at the base. So here are a few things you should have in place way before you even consider branding.
- What are you looking at scaling?
Let’s look at Apple, a company which for decades has looked at scaling the mountain of best in class customer experience using technology. They don’t pick their products first. They first decide what legacy they want to leave in their wake and then carefully craft products that have the highest possibility of achieving that goal. To get business success, you must adopt a growth mind-set and realise that your product is an outcome of your company’s goal and not the goal itself. Identify your legacy and then communicate it in the best way you can.
- Do you have the right tools required to make the climb?
If you’re a professional freelancer like a photographer, it literally pays to know the difference that lenses, camera types, lighting etc. make in capturing the perfect photograph. Similarly if you were to climb a mountain, it’d greatly benefit you to know the ins and outs of the tents, ropes and food you’d carry. You’d need to know what would work in which situation during your ascend. Designing a product or service is much like this. You need to have complete knowledge of where your product/service can be used to the max of its ability, in which situations it’ll thrive and in which situations it’ll fail. Know that it’s okay to not be perfect at the very start but do keep in mind that your value proposition should not be so undercooked that competition easily beats it.
- Who are the people supporting your climb up?
Imagine you’re the best cell phone producer in the world. Literally better than anything Apple and Google could produce by a freaking landslide. However instead of courting people between the ages of 18 and 35, you focus on the 70 + and focus all your money, time and energy on convincing them to buy your product. Would it work? Would they even understand what you’re trying to say? Probably not! Similarly, it’s very important to understand who your exact target audience is. Regardless of the product or service, you always have an ideal customer; someone you can convince 99.9% of the time to purchase your product or subscribe to your service. It’s your duty to find out the exact break up of that person i.e. their gender, language, cultural preferences, likes, dislikes etc. and consistently and constantly speak their language. At the end of the day, we’re all in business to make money.
- What makes you better than the others scaling the same peak?
There are numerous instances of competition, disruption and even bad planning which has led to the steep downfall of business untouchables. Be a Netflix, not a Kotak. Study your market and competition. See where the gaps are and focus on plugging it. If you plug enough gaps with a high quality product/service at a reasonable fee, you’re a quantum leap closer to the top.
Remember this Mr. Entrepreneur, building a successful and stable business empire is not easy. It’ll probably be one of the most challenging activities of this life. Putting your hard-work, sweat and tears out there for random people to just form opinions on and downright judge requires guts. Thankfully today, the world is a much more conducive place for entrepreneurs. The market itself provides trustworthy and competent business friends, comrades and partners like Almond Branding who can help you get straight to the top where you belong. All you got to do is figure out exactly where you need a hand.
This article was originally published here on medianews4u.com
How to make your consumers fall in love with your Packaging Design
Do you believe in Love at first sight? If you don’t, read on and I bet you will have a different view at the end of it. If you are the owner of a brand that sits on a shelf, think again.
Love at first sight is really when you see someone/something and instantly feel a connect and pull. Isn’t it?! Anything that is charming is what makes us fall in love, let that be a person or a thing. This is anuniversal truth. And this applies to your product Packaging Design also because the first thing you see about the product on a shelf is the way it looks. So in a big way Your product is seen to be as good as its Packaging.So the art of making a consumer fall in love with your Packaging Design, is essentially a blend of creative (strategic) expression with emotional (tactical) messaging.
There is a good 70-80% out there who simply pickupand eventually buy a product because of the visual appeal a Packaging Design had on their minds at the first eye contact. It is a feeling of love that is induced in them because the Packaging Design looked strikingly appealing and resonated with them. So consumers simply take it as a given that this product is worth a try!
Repeat purchases would largely depend on the overall product experience, however for fulfilling the marketer’s dream first and most critical milestone – the first trial, the onus to a large extent is on Packaging Design.
As a brand owner, are you in a confident spot to tell if your consumers are really in love with your Packaging Design? If you are not sure if your Packaging Design is a definite charmer or worth really loving, then its time you do a quick check on certain aspects.
For your consumers to fall in love with your Packaging Design, the below 3 questions need to tick a BIG YES!
Is your Packaging Design modern, clutter free and with contemporary codes?
Most consumers today are exposed to a lot of content and design through various media. A plethora of brands are trying to woo them through smart and modern design and messaging. Consumers have a strong sense of preference when it comes to the kitty of brands, which they think are inline with the contemporary style, have a modern outlook towards everything in the environment, have a clean clutter free design language and are evolving with the changing sensibilities of the audience. If the brand doesn’t keep pace with the contemporary codes, they can soon be referred to as ‘dated’ or in the past tense.
Amul is an age old household brand in India but not only has it innovated and launched exciting new products in the dairy category but has also let the Packaging Design evolve to be in line with today’s Indian youth and their aspirations. That’s why when it introduced first of its kind ready-to-drink packaged mocktails like Pina Colada, it made sure that the Packaging Design captured the international experience and was clean, trendy and upmarket, with a flat graphic contemporary design style. Soon the love for the Packaging Design of this new launch was all over social media.
Is your Packaging Design unique – easy to recognise and recall?
The consumer will instantly notice a new Packaging Design if it has the ‘never seen before’ kind of look. There is so much clutter in every category that sometimes certain design codes become a blind spot. It becomes predictable and they are just expected to be there. You need some kind of disruption to shake things up and add an excitement into the category.
Paperboat is a brilliant example of a brand that changed the way consumers looked at juices. Infact they were not selling juices but the concept of nostalgia around the good old familiar elements from childhood. The packaging format was entirely new for the juices category in India and instantly caught everyone’s attention. The thoughtful usage of colours, graphic elements, font, styling in all created a unique look and a premium feel. It was unique for anyone to recognize and recall.
The tagline – drinks and memories, connected with most young adults and it struck a chord exactly where it had to – it won the hearts of many. That takes me to the 3rd question.
Is your Packaging Design striking a chord with your TG to fulfill the unmet needs of your target consumer?
Consumers can relate best with a brand if it talks in the same language as theirs. If the Packaging Design could reflect the same attitude that the consumer possess or aspire to have, it can do wonders.
Packaging Design should reflect the outlook of the brand and the essence of its brand story and in doing so form a bond with the right audience. Packaging Design plays an important role in taking the consumer to the feeling where she says, “This seems to be for me. Lets give it a try” or “This is exactly what I was looking for”
Marico recently launched an innovative product that had a potent mix of 5 seeds within the cap that would enrich the oil every time it’s poured. Its called Nihar Naturals Extra Care Hairfall control oil. The objective was to cater to the unmet need of the younger, modern women who is faced with the challenges of hair fall due to the lifestyle changes that she is going through.
The TG is smart, young girls aged 25-30yrs, who are aspirational, ambitious and achievement oriented. She is looking for a modern and progressive product with superior sensorials that can provide her a solution to her modern-day hair health concerns, primarily hair fall.
What the Packaging Designhere does is to introduce the innovation as the most convenient avatar to the age-old household grandma’s remedies for hair care that is the perfect solution for her. It portrays the same image of confidence and success that this multifaceted modern woman aspires to have.
So for a consumer to fall in love with your Packaging Design means you need to essentially achieve an effective creative (strategic) expression and emotional (tactical) messaging. Getting a consumer to love your Packaging Design is profound work of conducting an insightful blend of Semiotics study, using Design Morphology and use of innovative techniques to explore the latest research to the next level of findings to come up with a charmer packaging design. The love for your Packaging Design can mean emotional involvement of your consumers you’re your brand resulting into increased sales.
Use the above 3 questions to evaluate if your Packaging Design is really worth loving.Is it good at flirting with your TG who is walking past the shelf? Does it make her turn around for a quick glance or is it an absolute showstopper? This will help you relate your sales performance with Packaging Design
Is your Packaging Design flirtatious enough? Let me know in the comments below.
This article was originally published here on medianews4u.com
As a start-up, should you invest in a Brand Strategy exercise?
I am often asked this question by budding startups that are very cautiously making their investments and are unsure if Brand Strategy is a thing only for the Big guys or they should also take it seriously. My answer to them and every other startup is that Brand Strategy, particularly for a startup is a no brainer. Let me tell you why.
Let’s say you are a technology startup and you have cracked the code. You think you have made the best invention of your times, created an innovative product solution and secured a patented technology status.
Or say you are a Food startup that has crafted the yummiest cookie in the world.
Well, the Marketing Rule 1 says: Create a product for which there exists an inherent need so that it sells itself. So, you have created the best product/service – you’re sure that the consumer/customer should come running after it. Right?
Surprise! The Consumer doesn’t think as logically as you thought. They think emotionally – That’s why brands were born – it’s all a mind game.
The customer doesn’t care a damn about your patent until you show her the value in it. The consumer doesn’t pick up your cookie until you make it evident to her – why only you? Why not your competitor?
So apart from figuring out the product/service you need to figure out
- What role does it play in the life of the consumer?
- How does your product make her feel?
- What experience do you want them to have with your product/service?
That’s where Brand Strategy kicks in.
Brand Strategy is an exercise that will help you predict the market responses and attract the right clients. So, for a start-up, Brand Strategy is really the foremost and essential exercise. If you ask me when is the right time to invest in a Brand Strategy; my answer is the moment you conceive a product idea.
But unfortunately, some believe that Brand Strategy is something that comes during promotion activities – when you start communicating about your brand outwards. Well, that’s completely a wrong idea.
Creating and perfecting the Brand Strategy is the starting point and a destination too.
So, here are 7 reasons why Brand Strategy is a must for any Startup to create a successful brand?
Let’s go one-by-one:
- Brand Purpose
For any Startup, it becomes essential to have a really passionate team, that is cohesive, led by a bigger vision and is constantly motivated. Hence it becomes essential to define: “Why are you in business?” or for that matter, “What do we want to achieve together?”. Any given day, a team member, if faced with a self-reflecting question as to why is he in here and what is all his work leading upto, he should immediately find the answer and the right direction.
More often than not, this is very clear in the Founder’s mind. But the fact is he needs a team to make the startup successful and the entire team needs to be aligned to the same vision. The goals need to be as clear to the team-members as it is to the Founder. This is precisely why the Brand’s Core Purpose and Brand Values need to be defined and articulated. A Brand Strategy exercise will help you do just that.
- Establishing a Differentiation
We all know that in a crowded space, for your Brand to stand out and shine, differentiation is the key.
While making the elevator pitch to the Investor, you got to quickly answer his question “What do you do and why should I care?”. Similarly when you enter the market, you got to answer to your customer/consumer – “Why do you matter to me? What problem are you solving?”
A Brand Strategy exercise will help you do a thorough competitive analysis, find the Points of Parity and Points of Differentiation and carve out a clear cut differentiation strategy, unique to your Brand. This will guide how you will do things differently than all your competitors in the market.
- Brand Value Proposition
Defining the Brand Value Proposition for your brand is essentially a perfect description of the rational plus emotional benefits that helps win both hearts and minds for your consumers.
One of the key deliverables of a Brand Strategy exercise will be a clearly articulated Value Proposition. This helps you decide where to focus on, what not to compromise even in stringent conditions as that is the key value you are offering to your consumers.
- Brand Strategy tied to Business Strategy
The right Brand Stragey can help you achieve your business goals faster. Your Brand Strategy has to be always aligned to your overall business strategy and will be the essential fuel to succeed.
Brand Strategy is essential to steer your startup in the right direction to accomplish your business objectives. eg. Depending on how aggressively you would like to grow, your Brand Strategy will decide whether or not to take a Challenger stance and take the competition head-on. All your subsequent investments and brand communications will be guided by this Brand Strategy articulated.
- Brand Core
Another key deliverable of a Brand Strategy exercise is to define the Core Essence of the Brand – what does your Brand stand for. Now as much as this helps you focus, it helps in your future diversification plans.
It’s essential to keep your Brand core broad enough to accommodate new product developments as well as focussed enough, not to dilute the essence altogether. eg.If your Brand’s core is defined around “Car Service” you can do anything in the realm of making car servicing easier. However, if you make it a little broader say “Car Care”, the arena grows manifolds and adds plethora of possibilities.
The caveat here is that it’s as much important to define what your Brand can’t or shouldn’t do as much as what it should. eg. If you brand stands for “Everyday products” for an Indian audience, you ideally shouldn’t be launching something like an Olive Oil under the same Brand because Olive Oil is still isn’t an everyday product in an Indian household.
- Right Messaging and Tone
Before you start any kind of Brand Communication, whether its B2B or B2C, you need to articulate the right message as well as the right tone. Brand Strategy helps you pin-point the right messaging that is based on the Brand Core, Brand Value Proposition and the key USP or differentiation discussed above.
However, that’s not enough. There can be various ways of delivering the same message and that’s when the right Brand Tone comes in. You will catch the attention of your TG when you use the right messaging and the right tone.
- Consistency
Brand building is all about consistency. When your consistent communication reaches your target audience time and again, you will be surprised to know how it helps them recall your brand, even if they have been ignoring the communication for a long time. Consistency works subtly and registers your Brand’s colours, your message and tone in the minds of the consumer and that’s what is the core of building a Brand.
With all the facets that a Brand Strategy exercise helps articulate and document, it becomes easy for you to have all brand building streamlined to the same goal – as everyone is referring to the same Brand bible. This helps in increasing your overall ROI that is so critical for any startup.
Rome was not build in a day. That goes true for any Brand building exercise too. A Brand is not built overnight, it takes time to build. While its fuelled with the passion of the Startup founder, it also needs the facets described above to reach the summit faster. Hence my advice will be to start early in the game so that all your efforts are aligned and they pay off sooner to make your Brand a huge success.
This article was originally published here on medianews4u.com