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Packaging design
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Packaging design principles
Top attention grabbers• Color• Physical structure or shape• Symbols and numbers• Typography
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• The attraction of design elements is based on:– Basic principles of design + clear marketing objectives +
effective use of top attention grabbers• Packaging should be
– Culturally appropriate– Linguistically accurate– Visually logical– Competitively designed
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Required elements
• Brand mark• Brand name• Product name• Ingredient copy• Net weight• Nutritional info• Expirations, hazards, directions, dosage, instructions• Variety• Bar code
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Elements dictated by design
• Colors• Imagery• Characters• Illustrations• Graphic devices• Photographs (non-informational)• Symbols (non-informational)• Icons• Visual hierarchy
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Primary display panel
• Area reserved for brand identity andthe primary communication elements
• Front of the packaging• Size and shape of PDP > display area
for the most important aspect ofpackaging design: the visualcommunication of the marketing andbrand strategy
• Responsibility in selling the packagingin the crowded retail environment
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Primary x secondary design elements
• Primary: required by marketer,regulatory authority, and mostimportant communication elements
• Secondary: supplementary designelements, product descriptors,romance copy
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• Size, position and relationship < designprinciples
• Hierarchical system– Elements organized by importance– Information can be easily understood– Variety, assortment, and product
differences are easy to distinguish• Easy to read, guides eyes around the
package
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The well-designed PHP
• Communicates the marketing/brand strategy effectively• Illustrates product information clearly• Emphasizes information by hierarchy and is uncluttered and
easy to read• Suggests the function, usage and purpose visually• Describes the usage and directions effectively• Differentiates the product from competition• Distinguishes the product on the shelf and in relation to other
varieties
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Typography
• Primary medium for communication• Product’s name, function and facts• Message on a 3D medium• Initially viewed from a distance by
people from varying cultural, socialand ethnic backgrounds in a shortamount of time
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Typography must be
• Readable and legible from a few feet away• Designed to the scale and shape of the 3D
structure• Understandable by a diverse audience• Credible and informative in the
communication of product into
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Principles
• Define the typographicpersonality
• Limit typefaces• Create typographic hierarchy• Define the positioning of
typographic elements• Determine typeface alignment
(Centered, flush left, flush right,justified)
• Vary scale
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• Choose to contrast (light x bold, italics x roman, serif x sans serif• Experiment• Stack characters only with extreme caution• Remove your visual bias• Make it ownable (unique)• Be consistent• Refinement for typographic excellence
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Brand/product name
• Similar to a person’s signature• Type choice, scale,
positioning, layout, color anddesign should communicatethe personality
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Secondary copy
• Positioning and alignment dependson hierarchy of other elements
• Line breaks should keep logicalwords together
• Width easy to read• Typeface complement or contrast
the product name
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Product descriptor
• Define the specific packagecontent
• Product variety, flavor,features and benefits
• Highlight new productextensions
• Define differences among aline of products anddifferentiate from competition
• Can be trademarked• Can equal secondary copy• Always subordinate to
product name
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Romance copy
• Descriptor or sell copy• Affectionately describes the personality• Storytelling• Often smaller than other type on front panel and positioned
independently from the brand and product names• Product personality and size of packaging dictate the use of
romance copy
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Color
• One of the most influential aspects ofpackaging
• Color before any other visual feature• Personality, draws to attributes, stands
apart from competition• Signal the manufacturer (red triangle of
Nabisco) and the brand (blue Dove logo)
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• Culture, gender, age, ethnicity,regional locale, price
• Distinguish visual and typographicelements
• Break product categories anddifferentiate product varieties:ingredients, flavors or fragrances
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Packaging design
• Enhanced by coordinated colorschemes: contrasting, analogous,monochromatic, dominant,recessive
• Accent colors highlight flavor,ingredients, scent, draw to focalpoint
• When color inherently distinctive, itcan be trademarked
• Color meanings and preferenceschange > forecasting
• Trendy colors x long-term
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Imagery
• Fewer standard interpretations than color• When used effectively > strong impression• Look at pictures before they read text• Illustrations, photos, icons, symbols and characters• Simple or complex or subliminal
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• Sensory experiences: flavor, scent,taste, temperature
• Directness and appropriateness incommunicating brand personality andproduct attributes
• Appetite, lifestyle, mood, product use• Write down strategic objectives in
marketing brief > choose imagery
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Imagery can be used to
• Show the product• Depict the target customer• Set a mood• Provide credibility (celebrity image)• Appeal to the appetite
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Appetite appeal
• Serving suggestion– Educated consumer on etiquette and
proper presentation– Distinctive on the shelf– Looks savory– Hero beauty shots or luscious
illustrations of food
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Instructional illustration
• How to open the packaging• How to close or reseal• How to use a product• Precautionary warnings or hazards
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Characters
• Support brand communication,promote product attributes,personality
• Challenging: ethnic connotations,gender, facial expressions, bodytype, skin color, shape, size, graphiclayout, design styles
• Human, animal, illustration, photo,cartoon
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• Universal appeal to kids and adults,break through cultural barriers
• Gesture of a character: confidence,strength, trust, happiness, energy,amusement…
• Charismatic, engaging, appealing
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Graphic devices
• Line, shape, color, texture, type• Organization of visual information• Lead the eye
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Symbols and icons
• Simple graphic diagrams or complex layouts• Understand contradictory cultural meanings (cross)
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Violators
• Visual device that is generally positioned on top of thepackaging graphics
• Call attention or announce a special feature• Disturb and violate the design• Federally regulated product claims, announce size, quantity,
quality, new feature
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Graphic devices can include
• Color bars for product variety, color, scent, flavor, ingredientsand fragrance
• Violators to communicate new products, product benefits,packaging benefits or price
• Arrows and shapes to direct the eye, add energy, or contain text• Squares, circles, triangles and rectangles to separate body copy
or enclose a brand identity• Texture as background for aesthetics or to support photos,
illustrations or symbols
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