 What is the most important message(s) to communicate at shelf in such a short time span to consumers and how? | |
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 Solution:Many Brand Marketers and Designers tend to look at packaging as a "billboard" or "message center" rather than creating a simple statement that responds clearly at a quick glance. Your package must swiftly and simply:
- Decisively refer back to the brand
- Communicate value and preferability
- Leverage key assets of the product and brand
Innovation Tip: It is known that consumers respond to visual cues more than anything else. What is your product? What does your brand promise? Translate the message into visual elements that can be integrated into the package's design. |
With deep budget cuts we need to allocate funds wisely. If we are going to attempt to revitalize an existing product with a packaging update, what are the key considerations before moving forward?
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Solution: Assuming that your brand already holds considerable equity, a package makeover should be well thought through as visual assets typically hold sizeable worth. Package design changes that enhance important visual assets are the smart way to go and will ultimately win at retail. Equally important, simplifying to improve segment and clarify varieties is also embraced by busy consumers.
 Points to consider: - What is the goal of revitalization?
- What core visual assets should be kept or possibly improved?
- What are the requirements of the update?
Innovation Tip: Unique package structures differentiate products and inherently get noticed. If executed well, they bring delight to users and entice non-users to consider trying, or even switch brands altogether. |
