Packaging and Labeling

Don’t underestimate the importance of these elements.

Packaging

This is an important element of the overall product strategy. The package protects the item, keeps it fresh, and may make the product safer and/or easier to use. Packaging includes any box bottle or container that holds the product.

In package design, the things to consider are the size, the shape, the materials, and the colors. Within these parameters, the packaging should do 4 things:

Be protective

This is actually the primary function! A distribution channel may include the manufacturer, a wholesaler, and a retailer. Each of these entities may be several hundreds of miles away from each other. The packaging must minimize losses due to breakage.

Be recognizable

The shape, size, and color of the packaging are most likely what makes the product easy to find on the shelf. In a grocery store, the average consumer will spend approximately 10 seconds looking before making a selection.

Sometimes the packaging is the final determination in the decision to purchase. For example, the sports bottle that water comes in may have finger grooves in it, making it easier to hold.

Be practical

The design of the packaging must compliment the product and make it convenient to use. For example, condiments very often come packaged in plastic squeeze-type bottles rather than glass bottles or jars.   

Be economical

Packaging must never be so complex or elaborate that it drastically reduces the profitability of the product. Recycled and/or biodegradable materials, limited numbers of colors often cut costs and project an environmentally friendly brand image.

Note:

Within these four parameters, there is a lot of creativity that is involved in package design. If the strategy is to implement family branding across several products, what kind of continuity will there be across the entire line?

How the package is to promote the product is also a key consideration. All of the creativity involved in print advertising is equally important in the labeling. Color, typography, and copy all evoke an emotional response. Knowing which response will be achieved depends upon your understanding of the target market.

For example, in China, red is the color of good fortune. In the US, red is a signal for danger or immediacy. In Japan, white is the color for funerals. Generally, blue is a cool color, and can be relaxing, or just plain cold.

Often, creative people complain about being constrained by the budget. Do not fear your budget. The creative process for package design often commands a respectable amount of money.

Labeling

Includes any information attached to a package, including the name, logo, weight, ingredients, nutritional information, and safety warnings. State and/or federal regulations determine what must or must not be included on labels.

Green Labeling

Refers to label designs that include claims, or seals of approval stating that the product is environmentally safe or eco-friendly.

For example, purchasing cans of Tuna safe Dolphin.

Labels that include eye catching graphics and descriptions of product benefits often influence the customer’s purchasing decisions. Some things to consider when designing labels include:

Label Design

The label should be distinctive, dynamic and easy to understand!

Laws and Regulations

Make sure that you have all of the required info, and no false claims! If it’s a perishable item, is the expiration date on there? Is it understandable?

Societal Standards

Does the community find your label offensive? Objectionable images as well as words can directly affect sales, and even lead to new regulations.

For example, Joe Camel is no longer an acceptable icon for camel cigarettes.

Demographics

As you may have noticed, demographics are a direct influence on all levels of the marketing process. Everything must work in concert to target your audience.

For example, labels on products targeting children are often colorful, fun and entertaining.