Wrap It Up
Let’s face it, everyone judges a book by its cover.
When it comes to commercial products, users are even less likely to read the packaging. With shelves and shelves of products, all jam-packed into sections that sell essentially the same thing, you’re average buyer simply doesn’t have the time (about 4 seconds, in fact). So what can you possibly say in such a short timeframe, to convince your audience to choose you?
The truth is, not much. But if a picture is worth a thousand words, let great design speak your message. Identifying key messages and ensuring your packaging communicates this is a powerful differentiator.
Take your seats, the show is about to begin.
With all the specifications that go along with packaging design, it’s easy to lose sight of the purpose. The golden rule of packaging is to NEVER forget your audience. After all, what is packaging without one?
We love to put ourselves in the shoes of our clients and their audience. For Hutch and Howl, this meant diving into the values of a cold-pressed juice customer.
Hutch and Howl is a company that delivers more than juice. With a deep focus on wellness and balance, it was essential that their packaging reflected a healthy, natural product. Their customers expect raw, unpasteurized juices with only the goodness that nature provides. For them, we presented a minimalist design, without a cluttered aesthetic.
Packaging at a glance, a really quick one.
One of the great benefits of packaging design is the ability to incorporate your brand identity into all of your products. Company’s spend significant dollars investing in brand identities, so it only makes sense that their packaging reflects who they are.
A great example of this is BlueSky Organics, a company that offers the first fully-certified system for growing organic cannabis. This client is all about organics, dirt, and growing healthy plants, which is a theme that we translate into their packaging.
Within the first four seconds, what do you see?
A flawless performance.
In a competitive market, you don’t get much time to make a first impression. Your packaging has to be well thought out, and presented with purpose in every square inch. Most customers don’t notice the small details, but they will notice if your message is absent or inconsistent. How often do you see a product in the grocery store and wonder, what is that? That is a flawed design.
Another packaging flaw is a design that isn’t flexible. Companies often expand single products into an entire range, requiring adjustments for different flavours or offerings. Companies may also move products into international markets, where sizing and label restrictions can be completely different from where they started. This is where starting with a great structured design can save tons of money in the long run.