V5 -part2 8 packaging design tips

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Eight Essential s Tips for Package Designers working to promote CPG products

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V5 -part2 8 packaging design tips

  1. 1. 8 Packaging Design Tips Essential – but often ignored – Tips And How to… Avoid Disasters at the Shelf Dale Casto, President; Wright Design, Inc. 978-635-9997 dcasto@wrightds.com www.wrightds.com
  2. 2. Package Must Sell 2 Target Audiences Trade (buyer) Consumer
  3. 3. The 5 and 5 Rule The shopper gives you only 5 seconds, 5 feet from the shelf
  4. 4. Consider the Supermarket Selling Environment • Frozen food worst case – misty door obliterates package • Judge the final package design concepts in the store
  5. 5. Consider the Club Store Selling Environment In Club Stores: •The TRAY is more important than the package •A good design can turn disadvantages into advantages!
  6. 6. Shapes Attract the Eye Ovals, circles, squares…all forms – are more effective than text
  7. 7. Avoid Pretty and CuteDesign should reflect product strategy – not designer’s styleThe product is hero, not the design
  8. 8. Seek Simplicity • The more points you make – the less likely any will register • Less is more in any communication
  9. 9. A Case for Legibility• Upper + Lower case combinations read better than all upper case• UPPER + LOWER CASE COMBINATIONS READ BETTER THAN ALL UPPER CASE
  10. 10. Contrast is Legibility Use LIGHT lettering on a dark background Use DARK lettering on a light background
  11. 11. Embrace the Tried and True Appetite appeal always works in food packaging
  12. 12. You Need Professional Help 1. Your package is your most important communications medium 1. You need a hard working, sales generating, package with trade and consumer appeal 1. Call us for a consultation…
  13. 13. See a professional… …and get the job done Wright ! For additional information, go to www.wrightds.com/blog Wright Design, Inc. 898 Main Street, Acton, MA 01720 978-635-9997 Contact: Dale Casto dcasto@wrightds.com www.wrightds.com

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