10 Ways To Improve Your Package Design

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10 ways to improve your package design10 ways to improve your package design 1. Understand the consumer To find out what the consumer likes or wants, first of all think of yourself. What would you like ? A pack easy to open, a back panel text easy to read, a brand you trust, a clear product denomination, a pack easy to hold in your hands and easy to dispose of or recycle ? It is not more complicated. Forget buzz-words like insight or focus groups, just use your own intelligence and common sense! With this you will get at least 80% right and that is more than enough to achieve great packaging. Packages are first of all designed with the consumer in mind, secondly only for the trade, the legislator or the boss. 2. Understand the meaning of simplicity The person who best formulated this was Coco Chanel some 80 years ago when she coined the now famous phrase : “Always reduce, never add” and the architect Mies van der Rohe who also coined the often repeated, but seldom followed sentence : “Less is more !” Enough said. There is no doubt too much (useless) information on today’s packages. 3. Understand positioning Call it what you like : genetic code, DNA, spirit, core value, brand essence, big idea, etc., a package design must strengthen the idea behind a brand (or product). There must be a synergy effect. A package design is always part of total communication and has therefore to be in line with the abovementioned idea or positioning. The idea must be simple and powerful. 4. Understand hierarchy There is always something that is the most important. It is very rare that two things matter the same, especially in package design. The responsible person for a package, be it the Marketing Director, the Big Boss or the Technical Director must be able to make a hierarchy list to follow for those who develop the package design. This is very seldom done and

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