subject: Communicating With Packaging Design Buyers [print this page] When a buyer approaches you to create a branding design for their new product, youve got a lot of responsibility to not only create something effective that will sell, but also to communicate with this client in a way that helps them feel comfortable and evolve their brand
First, creating something that will sell. This starts with thinking about the audience first. Start from the beginning and think about the best way to show the products value to the customer. What are their needs, and what is the most valuable part of this product that will answer those needs? You need to start and shelf. See what the competitors are doing. See how they are selling their products, which packaging theyre using, and then think about how to make your packaging design stand out.
Even the most corporate branding design should still be about the consumer. Their needs and wants, their emotions. What motivates them and how your product can answer those needs. The colors, the design, and the packaging are all part of this communication. The whole look creates the feel of the package and helps the consumer pick up your product and then decide to purchase it.
Your second job, after creating a package that sells, is communicating effectively with the buyers and your clients throughout the process. Do you ever feel like a note taker instead of a creative problem solver? Has a buyer ever sketched out what they want for you, and said, Im practically designing it for you? If this has ever happened, and youve dealt with a buyer who wants something very specific or very general that you know wont make an impact at the shelf, its your job to ease them into a new way of thinking. Because ultimately, if the branding design doesnt sell, it reflects on you. Even if the client is telling you something, something you need to tell them your opinion based on your knowledge, experience, and research at the shelf. They often need you to guide them and help them see the big picture of the product to consumer experience.
If the buyer is playing it safe, this means its your job to guide them in the right direction. You need to evolve them in a way that doesnt feel threatening. A good way to do this is by showing the client three options. One that is very safe, and does exactly what theyve asked, even if this wont stand out at the shelf and looks like every other package in the same category. The second option you should show them is a middle range option, the one that you want them to choose, which is slightly out of their comfort zone but not too much. The third option is completely out of their comfort zone and really stretches the limits of what they originally asked for.
The client will see that youre expertise with corporate branding design is valuable, and they will likely choose the middle option. Why? Usually they will see that the first option, the very basic one, wont actually stand out on the shelf. You can help them come to this decision by showing them the other products that are the competition. The third option will feel too far out of their comfort zone, but the middle option will be just right. It will help them feel comfortable with this packaging design, but also help them choose a design that will get attention at the shelf and sell products.
