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What is Packaging

You can't have a product without a package. Just think about potato chips and eggs for example. How could you sell them unbroken and undamaged without a package? You have to be able to transport a product from point A to point B. The packaging is what makes this happen. Even if your product is not fragile, it cannot get into the buyers hands in a shop-soiled condition. Consumers will NEVER buy it.

South Africa Packaging is estimated as a 15 billion Rand industry annually. It is an essential part of your product. It is the Salesman that never sleeps. Advertising your product day in and day out.

It is not about pretty pictures. But about building long lasting timeless relationships with the consumer. Your packaging has to sell the product not just protect it. The average consumer spends less than 5 seconds making a decision whether to pick up your product or not. So your packaging better be on target to the right audience with the right message. Because If you get your packaging right, it connects with the consumer, and you can build a lifetime relationship. If you get this wrong, your product will end up in the bargain bin.

Consider how packaging is continually evolving. In many cases, there would be no product without the package. Take something as simple as toothpaste. Whether it's in a tube or in a pump, the package plays an integral role in making this product work.  It is so ordinary that many people never stop to consider this fact: Where would toothpaste be without a package?

  • Is your product going to need a package that is part of the actual product?
  • Will the packaging be more of a protective device to convey the product?
  • The package could cost more than what is inside. The rule of thumb is that the package should be 8-15% of the total cost on average. 10% of every Rand spent at retail is directly attributable to packaging. However those costs can vary dramatically with the product being packaged. The proportion of cost is lower on more expensive products and higher on basic commodity items as well as products in which the packaging is a bigger component than the product itself. Back to the potato chips again, the packaging is a much higher cost in an item like this. You have a few chips and a bag. However besides the bag that contains the chips, there is a master-shipping carton to contain the bags of chips. This is one of the hidden costs that can easily be overlooked. So when you design packaging you have to also start considering how the packaging is going to impact both shipping and the merchandising of the end product.
  • Therefore as you can see from what I have stated so far, your product packaging should be amongst the first decision you make with your product ? NOT YOUR LAST

PACKAGING AS A MARKETING TOOL

Numerous new products are introduced into the market place every year. How can your product compete, not only with the established brands, but also with the plethora of new products that are continually being introduced and competing against each other, for a tighter and tighter market share?

The simple answer that actually provides the most value for money investment is of course the packaging. The right packaging with the right message will rise above the competitive landscape. How many companies understand the value behind packaging as a marketing tool? Most just look at as a way to convey the product or recycle tired images and product packaging that doesn't work.

Rule of thumb is a good package design should last you in the region of 5 to 7 years, if done correctly, this will establish your brand base for time to come, and give you an excellent brand footprint on which to build. While your initial design cost may be perceived is high, if one extrapolates this over the seven year period, it works out at a very good investment.

Understanding the complexities of how a package reaches out to a consumer is one of the most important things to understand. Communicating that unique message on product packaging is a time consuming and difficult challenge. The answer derives from understanding what the consumer wants from their packaging. A good way to assess this problem is to look at yourself and how and where you shop? Ultimately we are all consumers.

Ask yourself the following: -

  • What compelled you to look at the product?
  • What enticed you to pick it up and take a closer look, in the first place? Your answers may differ from everyone else's, however the message is still the same. You were intrigued enough by what you saw in the first place, to pick the product up and take a closer look. Half the battle is therefore won, because your product will never sell if it is not picked up or noticed, in the first place.

Consider the following questions, when beginning your design process.

  • What makes your product unique from your competitors?
  • Is it new and innovative?
  • Is it fulfilling a need?
  • Is it simple, convenient and easy to use?
  • Is it a good value for money?
  • Does it make you feel good, and special?
  • Does it inspire a feeling of trust and loyalty?
  • Is it something you want or need?
  • More increasingly, how harmful is it to the environment?
  • Does it appeal to you emotional, and sensual needs?
  • Does it intrigue you enough to want to know more?
  • How does your product compete in what the consumer wants and needs?
  • Would your product be the envy of others?
  • Is your product aspirational?
  • Finally does the packaging say BUY ME!

BRANDING INFORMATION LAYOUT AND DESIGN

We live in an age where global brands are all powerful, they are a reflection of our society, and it's current trends. At it's most basic level branding declares one's ownership. Package design is at the beginning and end of ones brand identity, and it is vital to work out from the outset. The positioning of your brand, your market, your pricing and ?what your five to ten year plan? is. If one changes the design of your packaging too often you will never gain a brand footprint, which is vital for the longevity of your product.

Be weary of jumping onto a particular ?brand wagon? and imitating other design trends instead of initiating your own. We are too often followers instead of design drivers.

Where the brand and Corporate name are closely associated, the issue of the brand imaging is simple - The design brief will be to simply display the name with the brand name being the hero, so as when the consumer goes to purchase the product they are actually really purchasing the brand name.

Where individual brands form part of a large corporate portfolio, such as TIGER BRANDS, The design criteria changes, to encompass both the individual brand, as well as that of the parent corporation. This makes the designers brief a little more complex, as it means two identifiers need to be incorporated into the design, with the ?hero? brand endorsing the corporate brand.

This can be done in numerous ways, and it is the designer's task to feature the imagery or branding in the most creative eye catching way possible. Creating harmony and balances between the branding and the design. It is important for the designer and printer to ably assist each other, as good design combined with the latest and best printing technologies available, will always assist in giving your packaging the leading edge.

All packaging displays information at a glance. This information is divided into different types: -

  • BRANDING
  • NAMING
  • PRODUCT VARIANTS
  • FEATURES AND BENEFITS
  • CONTENTS
  • WEIGHTS AND MEASURES
  • LEGALITIES
  • HEALTH WARNINGS

The demands from today's consumer, for information are ever increasing. Legislation, and health warnings are here to stay, and on the increase. Therefore there is a need to meet the requirements of lawmakers and the brand owners, who are naturally eager to ensure that the consumer has a clear understanding of their product.

The challenge is for the designer to display this information in a creative distinctive manner, which supports the brand promise, and ultimately becomes the product of choice. The designer has to demonstrate the central and peripheral images, through the use of colour, typography, symbols and icons to lead the consumers eye to the relevant information.

Fads and gimmicks do not last? they are exactly that. A good unique concept that is simple and based on fundamental design rules will always prevail and stand the test of time. The skill lies in the understanding of how to manipulate and balance the layout and design in order to catch the consumer's attention, and appeal to them on an emotional level at the point of purchase.

FUTURE TRENDS

Sustainability is the biggest world-changing concept at the moment. Turning life-draining wastefulness into green gold is the new Holy Grail. Don't ignore its siren call. It will matter to every package designer on this planet very soon.

Bio-based, biodegradable and recycled materials are becoming more and more relevant. Internationally there is strong emphasis on environmentally friendly packaging, to the extent that certain noxious packaging materials being banned in some EU countries, that require certification of environmentally - compatible packaging.

Greening a product in the first place, of course, is the best way to reduce its environmental footprint. Companies are motivated to do so for a variety of reasons including increased consumer demand, pressure from partners across the supply chain and risk to the brand simply by being complacent. Adding the eco friendly banner to your product has become a strong sustainable marketing tool.

Technology has to become the designer's friend, and designers must embrace these technologies. Package design on the whole is becoming more simple, but the message conveyed is more sophisticated, hardworking and streamline in design, and design quality. Design should convey a strong concept of lifestyle, and graphic imagery.

Good simple design, combined with more complex use of substrates, whether environmentally friendly or just unusual, mesh together with the use of interesting shapes and dyes, can culminate in some exciting printing technologies, results in great design. This is an exciting challenging time for designers

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COST SAVING PACKAGING TIPS

Planning design, and printing in advance gives you time to weigh-up your options and evaluate new suppliers. It's good practice to regularly evaluate alternate suppliers. Look for suppliers that are willing to work with you to identify cost saving options the industry is capable of delivering.

Once the development process is complete and specifications agreed 80% of the costs are embedded, leaving only 20% of the problem to work on for those in manufacturing. Therefore major opportunities for saving occur in the design stage and this is where your designer can assist you.

A good designer will see a way of creating brand extensions, or streamlining your costs, through the use of good clever, well thought out design.

Continue looking at cost saving ideas even when you need them the least. A simple modification to your packaging specifications could lead to substantial cost savings over the long run.

Determine your production volumes annually. Unit costs decrease in accordance to volume. It's more expensive ordering small quantities so rather order less frequently and let your suppliers carry the stock, invoicing only when it goes into production.

Most food products are perishables, (unlike good wine) and a stagnant inventory doesn't improve with age. Excess inventory ties up capital and ?hidden' costs such as damaged, lost, redundant stock, warehousing, insurance and financing costs, all eat into the bottom line.

Insist on having a service level agreement in place. A simple way to measure your supplier performance levels is based on on-time, in-full and error-free deliveries. By regularly monitoring and managing your suppliers you can maximize the benefits of your sourcing strategy, and ultimately increase your profit margin.

DESIGN TIPS FROM THE DESIGNERS MOUTH

Stick to the basic design rules, but try and be innovative, even if it is just through the use of different paper or varnishes. Be a Leader rather than a follower.

Always keep your design simple, never over-complicate the process. Always question why something is being done. Don't design for design sake.

Gimmicks may look impressive initially, but will not give your brand longevity. Do not change your packaging often.

Make sure your name and branding, and message is strong.

Make sure that the printing and production costs of your packaging are realistic.

Do your research in the market; know your facts before starting the design process, as you don't want to go through the same exercise in a hurry.

Invest in your product by always using a specialist-packaging designer.