An outline of the key aspects you need to consider when thinking about packaging and labeling for your creative products - includes links to useful sites. Prepared by Finola Jennings Clark for the CDF for the OAS Femcidi Craft Enhancement Training

1. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING & LABELING
Can Make or Break your Product

2. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING & Labelling – the Overview
Not every item needs a package, some need
several kinds or layers of packaging, some may
not even need a label …BUT,
both packaging and labelling are tools you
can – and should – use to increase the
perceived value of your products and
therefore the price you can demand and so,
increase your profit.
When you create a product, giving
consideration to both packaging and labelling
should be an integral, mandatory part of your
design and development process
passionforperfume.com

3. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING - Basic Needs - FUNCTIONAL
Why would you need FUNCTIONAL packaging?
 Consider where is the item going to be? What will it be doing
during its ‘Packaged Lifecycle’?
Will it be transported? Where and how? Just from your studio
to the shop? Or from the shop in a shopping bag locally, or in a
suitcase or shipping container overseas, or
Might it break when stacked with other items on a shop
shelf…?
Will it sit in the sun or be in danger of getting wet?
Can it be damaged by chemicals or temperature?
Might it be attacked by bugs?
Could it have a reduced shelf life if left exposed to air?

4. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
The previous considerations should cover ALL
the ways your product may get damaged and
therefore ALL the ways you need to PROTECT
it
Now you should consider other functions of
the packaging:
 Does your product have separate parts?
Must the packaging ensure they are all
kept together – should they be organized
or just bagged/boxed?
 Does it need to show the contents or hide
the contents?
 Must it be airtight or allow air in, or does
that not matter?
autobag.com

5. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 What information needs to be conveyed on the
packaging in order to ensure your product
remains safe during it’s lifecycle journey?
 What information in order that persons
handling it know what it is?
Each of these elements will have their own
requirements - your packaging will need to
address various and combined functions
 FUNCTIONAL packaging needs to keep your
product in top quality shape and ensure
it’s journey is smooth until the consumer
uses it.

6. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING - DISPLAY PRACTICALITY
 Will your packaging make your product easy to display?
 Can it STACK?
 Does it take up too much space?
 Can your label be seen if it is stacked?
 Consider all these things when making your choices
Click to read the
article for
interesting
thoughts on this
nail polish
packaging GOOD or
NOT?

7. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING - Basic Needs - PROMOTIONAL
Promotional Packaging is designed to
 Increase your chances of being seen on a shelf
 Increase perceived value of your product
 Communicate with your customer
 Identify your BRAND
 Identify what your product is
 Indicate who your product is for
 Convey your USP (Unique Selling Position)
Promotional Packaging is considered one of
THE most important parts of a product
http://www.yespackaging.com/custom-
packaging/promotional-packaging.html

8. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Packaging design can be even more fascinating than the
product itself but it should try to completely captivate the
audience – a well designed label can also make a huge
impact
 Take a look at these few designs and click the links below to
browse some collections for ideas
https://designschool.canva.com/blog/packaging-design http://packaginguqam.blogspot.ca
https://www.pinterest.com/medea10/packaging
http://www.alibaba.com/produ
ct-detail/Custom-Decorative-
Print-Paper-Chocolate-
Box_1148346775.html
http://www.packagingofth
eworld.com/2014/07/tride
nt-gum-concept.html
http://www.sagemedia.ca/f
oliopackaging.php
http://www.thedieline
.com/blog/2012/6/25/
the-dieline-awards-
2012-winners.html

9. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Deciding what you need
Your first challenge is to
 Identify the physical & functional needs you have for
packaging
 this will determine the materials you need to use and the
basic structure of your packaging
Secondly
 Understand who will be buying the product
 What would appeal to them?
 What do you need them to notice so that they will buy your
product?
 What shapes, colours, textures best represent your USP?
 What will best display it when on the shelf?

10. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Deciding what you need
You need to keep an eye on whether your
investment in packaging really does increase
your product’s
 Value
 Sales volume
Packaging can often cost more than the product
it contains!
 The key result you need is that this
investment will enable you to reach a higher
sales price and bring back extra profit
through higher margins or higher sales volume
€

11. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING - Basic Needs – Product Recognition
 What is it selling? YOUR BRAND
Make sure that before you invest in packaging and
labelling that is customized to your product and
brand that you have
 Don’t get caught out branding with a name that’s
taken! – have you
 Registered your COMPANY NAME
 Registered any TRADEMARKS or BRAND NAMES
 You can now search online for names
 http://www.rocip.gov.lc/stlucia/default.aspx?UR=https://www.go
ogle.com/

12. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 What about if you are going regional?
 You may want to register or at least know if there is
someone in an island you plan to expand business to, who
has the same name(s) as you
 Barbados
 http://www.caipo.gov.bb/site/index.php
 Trinidad
 https://rgd.legalaffairs.gov.tt/
 Jamaica
 https://www.orcjamaica.com/
Basically, make sure that wherever you plan to do business, your
brand is safe from legal challenges or unnecessary competition!

13. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING - Basic Needs –
What are you saying on the label?
 What is it selling?
 Most countries have labelling regulations –
 There is a minimum font size you can use,
 you can / can’t say certain things
 You MUST / MUST NOT say certain things
 Beyond that YOU may need to PROTECT YOURSELF
 Is there special USE or CARE information you should give
the consumer?

14. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Basic Needs – Labeling, the legal
There are legal requirements when it comes to labeling
a product – in Saint Lucia, the Saint Lucia Bureau of
Standards will guide you on what applies to your product
www.slbs.org.lc
Once you have satisfied the legal aspects, the most
important element remaining is your marketing
pitch!
What image do you want to convey to your customers?
 Keeping in mind that you have barely a glance (a
few seconds) to convince them to take a second
look…what would you do to create high-impact
packaging?

15. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
What do you think this label is
selling?
 Fun?
 Taste?
 Health?
Note that you must always make
sure your claims for effects are
proven by and accepted scientific
method.
Can you see everything you need
the customer to see?
Is it conveying the message you
want?

16. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
Once you have satisfied the legal aspects and your
marketing pitch, you need to ensure whatever information
the consumer needs is also clearly visible
Where various elements of information are placed is a
mix of legal requirement, convenience and impact –
consider them all when making your decisions:
 What do you HAVE to do?
 What is MOST IMPORTANT for you to do as a selling
feature?
 What CAN you do?
 Can everything you want to do be CLEARLY SEEN or
does it make a mess of too much crowded into a space?

17. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
What is it selling?
 Which do you think is
better?
Simple
Full of info?
Good general advice – CLEAR FIRST Clever Second
Read about this label at the link – ironically,
some bad labels become so iconic, that they
become a great branding success…
https://blogs.msdn.microsoft.com/mswanson/20
07/05/06/bad-design-by-example/

18. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Double Duty - Display
 Your packaging can really affect your product image
and visibility – while retailers will not want you to use
up a lot of display space, but good packaging can bring
home the impact needed AND display efficiently!
 Combines impact with
practicality
 Safely displays small
items
 Informs
 Promotes

19. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Double Duty – ECO Packaging
“ Lite2go is an innovative lamp designed by KnoEnd that eliminates
packaging. When the lamp is assembled, the packaging itself
becomes the shade for the light bulb and fixture contained within.
This clever example of double-use shows how the use of the
packaging can be optimized.” http://jayce-o.blogspot.com/2011/04/50-eco-friendly-recyclable-packaging.html
Eco-packaging is an increasingly important field and often adds
perceived value to products if done well
 Combines impact with
practicality
 Safely displays small items
 Adds perceived value
 Cuts out waste

20. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Double Duty – ECO Packaging
This is an excellent example of simplicity that really rethinks
the standard design and comes up with a solution that is
attractive, practical and genuinely eco-friendly
 Combines impact with practicality
 Safely packages and displays delicate items
 Adds perceived value
 Cuts out waste
http://www.trendhunter.com/trends/egg-box-packaging

21. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Double Duty – ECO Packaging
Not all ‘eco-packaging’ is really ecologically sound through –
for instance, this example is designed to appeal to a high-end
market – it is recyclable but the product is ‘single-serving’
which is inherently wasteful, so in that sense, the packaging
is also wasteful.
http://jayce-o.blogspot.com/2011/04/50-eco-friendly-recyclable-packaging.html
 Combines impact with
practicality
 Safely displays small items
 Adds perceived value
 Is recyclable
 Doesn’t cut out waste

22. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING - Basic Needs - EFFECTIVENESS
What do you think of this packaging?
 How does it deal with
 Function & Protection?
 Practicality?
 Marketing?
 Value Added?
 Communication?
 USP?

23. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Beyond Basic
 Be CREATIVE
Let your ideas run wild and see what ideas you can
come up with to present your product creatively!!!

24. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
PACKAGING – Beyond Basic
 Be CREATIVE
 Some links to lists of creative packaging
 http://lovelypackage.com/category/fashion/
 http://www.buzzfeed.com/peggy/brilliant-packaging-
designs-that-will-blow-your-mind#.hn6Mk53wK
 http://www.hongkiat.com/blog/clever-creative-
packaging-designs/
 http://www.creativebloq.com/packaging/inspirational-
packaging-912837
 http://www.smashingmagazine.com/2008/06/beautiful-
and-expressive-packaging-design/

25. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
LABELING – Beyond Basic - SHELF TALKERS
http://thegreenapplecore.blogspot.com/search?q=art+shelf+talker
You can get extra impact by
extending your message beyond
your packaging
SHELF TALKERS -effective ways
to GRAB attention but this is
where IMPACT really is
paramount and CREATIVITY that
is simple can really work
wonders
Too much = failure – KISS – Keep
It Super Simple.
Shelf Talkers work best when
they don’t create visual noise

26. Author:
Finola Jennings Clark
for the Cultural
Development
Foundation, Saint Lucia
cdfstlucia.org
 http://creativitywindow.com/2012/11/how-to-design-a-shelf-talker
https://www.pinterest.com/pattibiro/shelf-talker-tips/
See the links below for more ideas and
tips for creating shelf-talkers with impact!
Some great examples of shelf-talkers that work
https://darrylrosenblog.wordpress.com/2014/06/09/5-tips-for-effective-shelf-
talkers/