While the primary function of food packaging is to protect your product, the principal aim of packaging design is to attract consumers. The packaging, in other words, should sell itself. This means you need to have a strong brand identity and packaging that communicates information about your product clearly, concisely, and in a way that is relevant to your target audience. Your package is your brand ambassador and is a key success factor in pitching the retail buyer.
Know Your Brand Identity
Whether it’s watching TV, reading a magazine, or walking the grocery store aisles, your packaging is often a consumer’s first point of contact with your brand. It’s important to make a clear statement about who you are as a company. When developing your food package design, you have to start with clarity about your brand identity.
First, you need to ask yourself, “What is my product? How is it different from similar products on the market? Who is my primary target customer? What is my company philosophy?” The answers to these questions will ensure your food package design is consistent with your brand identity and guide packaging colour, size, shape, and materials. New product launches require that your packaging communicates strongly and clearly what your brand message is through the use of your company name, logo, and design.
Form and Function
A food packaging designer balances the shelf appeal (design and messaging) with the functional aspect of food product safety and protection. On the functional side, it’s imperative that when you ship your product to a customer, distributor, or retailer, it arrives in the same condition it was in when it left the factory or warehouse. Grocery retailers will send you an invoice or deduct money from your invoice for the cost of a damaged product in their stores.
Food packaging also has to carry a clear message regarding the features and benefits of the product in a way that is easy to see and understand. You have a fraction of a second to get the consumer’s attention amidst all the other products you’re competing with. Continue reading