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Biabeag review of what is packaging design


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Biabeag review of what is packaging design

  1. 1. What Is Packaging Design? by Giles Calver review by @keithbohannaMonday 25 July 2011
  2. 2. “..extracts from the book are shown in bold” my interpretation: a brief commentary on them is in plain font. The book contains a lot more than is shown here and is well worth a read in full.Monday 25 July 2011
  3. 3. Monday 25 July 2011
  4. 4. “..with the prominence of branding, packaging is often the living embodiment of a brand’s values and personality” my interpretation: Your packaging is what a consumer sees the most of - so make sure it accurately represents what you areMonday 25 July 2011
  5. 5. Monday 25 July 2011
  6. 6. my interpretation: Packaging is important - but only part of the overall picture. If you don’t have a good grasp of the core elements of your marketing messages and branding positioning your packaging won’t make much differenceMonday 25 July 2011
  7. 7. “Types of Brands * Master - based on a powerful proposition or myth * Prestige - best in class * Global - as it says * Tribal - provide an individualistic alternative * Super - more category than mythMonday 25 July 2011
  8. 8. my interpretation: Where your brand belongs in this list has an impact on how you develop your messaging and design. You know where you want it to be, even if you have never consciously made the choiceMonday 25 July 2011
  9. 9. Packaging’s primary face....should engage with consumers: * attracting attention * triggering considerationMonday 25 July 2011
  10. 10. my interpretation: Your Packaging has only one goal - to sell your product. The design - a combination of the visual elements and the text - should be rigidly focused on that.Monday 25 July 2011
  11. 11. “The central message refers to the main persuasive issues or arguments.. the peripheral message refers to all other tangential elements...”Monday 25 July 2011
  12. 12. my interpretation: You will have difficult choices to make - deciding what are the key 1 or 2 reasons why a consumer purchases your product/ brand and ditching the rest in the packaging design 3 is the absolute limit - this is already too many messages for a consumer to scanMonday 25 July 2011
  13. 13. “a brand becomes a compound of tangible and intangible values, the latter being formed in consumers minds it is very important to define your intangible values...packaging design can..portray these..”Monday 25 July 2011
  14. 14. my interpretation: If you are a start-up your brand has no heritage so consumers start from scratch in sub-consciously deciding what the brand stands for. They will take a lot of their cues from the packaging and if you get it wrong your brand will suffer and you will loose control even fasterMonday 25 July 2011
  15. 15. There is a lot more in the book - if you are a artisan or local food producer who cares about branding then go buy it. You can find me on amazon link, non-affiliate 25 July 2011