I can cite plenty of examples
of good package design. Good design helps to establish brands and sell consumer
products. It adequately positions the brand identity, employs color, graphics
and imagery. Good package design isn’t disruptive; it doesn’t take chances and basically
blends into its product category.
This is generally a reflection of a manufacturer’s
conservative approach: don’t rock the boat with anything too daring and don’t spend
too much money. Maybe it’s time to step back and look at package design another
way. Rather than focusing on the cost of investing in great design, how about
considering the benefits? If a conservative approach is taken with package design, shouldn't the expectation be a mediocre response from consumers? Is
package design that's "just good enough" actually preventing the brand from reaching its sales potential
and building consumer loyalty?
For the topic of this month's issue of BOLT!, I decided to focus on the value great package design can bring to brands. Feel free to chime in... your thoughts are always welcome.
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If a brand is packaged in a
similar manner to every other category brand, why should the consumer be loyal
to it? It doesn’t appear to offer any additional value. If the budget is tight,
the consumer considers: “I’m familiar with this brand and like it but I’ll try
another one that’s cheaper.” Why? There’s little perceived difference. On the other
hand, consumers expect to pay more
for innovatively designed products and great packaging because there is more
perceived value. They’re far more likely to reflect: “I’ll cut back elsewhere
but I have to have this product.” Isn’t brand loyalty a wonderful thing?
Consider strong consumer
brands that have become category leaders due to their grasp that “design is
core value in consumer product brands”. Think Apple. Coca-Cola. Heinz. Method
Home. Logitech. Hasbro's Transformers. Rarely do we see innovative,
category-leading brands that don’t place high value on package design. After
all, shouldn’t products featuring great design appear in packaging of equally
great design? If they don’t, isn’t a mixed message being sent to consumers?
Every component of packaging
should be considered before any package revitalization takes place. Which
aspects of your packaging can be elevated to bring the brand from good to
great?
Structure
What is the brand all about at its core? How can
package structure leverage those assets? There’s a good reason why Diet Coke is
being repackaged in slim cans and V-8 V Fusion Sparkling drinks will debut in
slim cans this year.
Functionality
We all know how Heinz made its ketchup products more
user-friendly (I used this example in last month's newsletter); it’s easier now to use up the product sans waste. How much
consumer product packaging would benefit from being easier to open, use, store
product in than it is now? And how about being able to use the product up
without having to fight it out of the packaging? How much can be learned by
asking/observing consumers interacting with current packaging?
Shelf impact
Method knows how to make a statement. Disney’s iconic
Mickey and Minnie Mouse licensed foaming hand soap for kids in black recyclable
plastic packaging pops on the retail shelf. Will kids notice anything else in
the category when they spot the famous silhouetted Mickey Mouse ears? Unlikely.
Graphic cues
What’s more iconic than boxes of Kraft’s ubiquitous
blue packaging for its Macaroni & Cheese products? Yet, Kraft found a way
to elevate the brand by incorporating its noodle smile into the brand identity.
Consumers are visual and this is memorable. Pure genius.
Signature Color
How many brands of bottled sparkling water are there?
What stands out on the shelf? New brand Something Natural, launched in 2011
decided to make a statement. These all-natural sparkling waters are packaged in
cobalt blue glass made more striking by a graphic flock of white birds and a
white brand identity. Only the flavor descriptors appear in another color in a unique font. Can signature color be fully leveraged?
Brand Communication
Hasbro's Transformers Dark of the Moon action figures are immediately identified with the movie of the same name. The
moon rising over our blue planet serves as a product field, upon which the action figures appear to be suspended over the
Earth. Only essential brand communication appears on the packaging. The visual
says it all.
Cost need not be the
overriding consideration and a block to the development of innovative packaging.
Many things can be done to mitigate cost from smaller package size and fewer
layers of packaging to changes in substrates and finding more competitive
suppliers.
Even costly innovations like
new package structure to reinforce the brand or deliver more functionality can
be offset by raising the price. Consumers have shown over and over again that
they’re willing to pay more for added value. Remember that the cost of a new
packaging mold is incurred once but the ROI on packaging that represents more
value is ongoing.
More efficiently designed
packaging that is lighter to ship will save on freight costs. As will packaging
that allows more units per shipping carton and per pallet. Can this offset new
package design costs?
And let’s remember consumer
loyalty is the end result of boldly executing great package design. Forget good
design: go for great. Great package design substantially increases the value
perception of the brand. So is there a direct correlation between investing in
great package design and core brand value? You be the judge.
