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.
Major graphic design changes to your packaging pose some risks that you need to be aware of. If the design change that you are making is a big one, like major changes in colors and graphics, you may want to consider a proven method to mitigate risk. One of the most proven ways it is to have two design changes to get to the final design. The first of those two designs is one that is halfway between the old design and the new design. This first design introduces some elements while retaining key visual elements.
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.
Major graphic design changes to your packaging pose some risks that you need to be aware of. If the design change that you are making is a big one, like major changes in colors and graphics, you may want to consider a proven method to mitigate risk. One of the most proven ways it is to have two design changes to get to the final design. The first of those two designs is one that is halfway between the old design and the new design. This first design introduces some elements while retaining key visual elements.
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.
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