For the most part, using graphic design to create superior package design is successful to varying degrees. Companies typically use graphic design to refresh a package design keeps it modern and relevant. These relatively modest changes can be helpful but seldom upset the competitive dynamics.
Occasionally in an effort to be highly innovative and dramatic, major companies will create a revolutionary graphic design. In almost all situations, this involves significant risk. Current customers are usually buying the product, especially if it is a retail product on a shelf, primarily based upon the visual "signature" the product has. For example, if you're shopping in the laundry detergent section for Tide, you are looking for the orange bottle, which is the brands visual signature. Interestingly, after decades of being in the orange bottle, Tide introduced a product variation in a white bottle. They were able to survive this jolting change primarily because the white bottle was shelved with a whole bunch of orange bottles bearing the same brand name.
Probably the biggest disaster was when Tropicana orange juice converted to an all white bottle. I remember seeing this package design and shaking my head, knowing it was headed for trouble. Tropicana completely lost its visual image of being orange in color – the orange juice in a clear bottle. The marketplace spoke immediately and sales declined immediately. Even when companies respond quickly, and most do not, there was always some degree of both short and long-term her to their business.
So how do you avoid these disasters? First, recognize your visual signature. Second, if you want a revolutionary design, make sure that you identify the couple of critical visual elements associated with your product that customers use when making a purchase decision. Before you engage in this arduous and risky journey, make sure that you have done quality quantitative research with customers to be sure that they really, really prefer the new package.
Always be mindful of your visual signature your package design makes and use graphic design to help maintain the integrity of this work.
Occasionally in an effort to be highly innovative and dramatic, major companies will create a revolutionary graphic design. In almost all situations, this involves significant risk. Current customers are usually buying the product, especially if it is a retail product on a shelf, primarily based upon the visual "signature" the product has. For example, if you're shopping in the laundry detergent section for Tide, you are looking for the orange bottle, which is the brands visual signature. Interestingly, after decades of being in the orange bottle, Tide introduced a product variation in a white bottle. They were able to survive this jolting change primarily because the white bottle was shelved with a whole bunch of orange bottles bearing the same brand name.
Probably the biggest disaster was when Tropicana orange juice converted to an all white bottle. I remember seeing this package design and shaking my head, knowing it was headed for trouble. Tropicana completely lost its visual image of being orange in color – the orange juice in a clear bottle. The marketplace spoke immediately and sales declined immediately. Even when companies respond quickly, and most do not, there was always some degree of both short and long-term her to their business.
So how do you avoid these disasters? First, recognize your visual signature. Second, if you want a revolutionary design, make sure that you identify the couple of critical visual elements associated with your product that customers use when making a purchase decision. Before you engage in this arduous and risky journey, make sure that you have done quality quantitative research with customers to be sure that they really, really prefer the new package.
Always be mindful of your visual signature your package design makes and use graphic design to help maintain the integrity of this work.
No comments:
Post a Comment