The entire packaging process is essential for a brand’s success. From the initial discussion on what the package will look like to each individual handoff thereafter, every step must be executed.
If there is even a single bottleneck in one step, it can derail the rest of the process. However, by creating and implementing
Here are those five steps, as well as some tips for how to ensure that they are done right so that your packaging can turn out exactly as intended.
Step 1: Conducting Research
Brands that take the necessary time to conduct in-depth research on their consumers will develop packages that not only grab their target market’s attention but also convince them to place the package into their shopping carts.
The list of details to address is lengthy, but finding answers to the following questions can help you get an idea of what type of package will be most effective in the eyes of your consumers:
- Which products will you compete with?
- This will allow your team to see how they have to differentiate the packaging to stand out against similar products on the shelves.
- Which geographical market(s) will the package be present in?
- Researching these individual markets will help guide your design and packaging copy to best fit the consumers that reside there.
- What will be the product’s position in the market?
- The positioning statement of the product will directly influence the packaging and the copy that appears on it.
- What does your target market value the most about the product category your product will be in?
- Finding this information will help you determine which features and benefits to highlight on the packaging.
- What are the most important drivers of the actual purchase? When it comes to the product, what do consumers most care about?
Finding out what the underlying details are that drive your consumers to make the decision to go with a specific product can help drastically improve your package design.
But, research shouldn’t just be your first step. It should be done throughout the design process even post-launch. For example, conducting research on how your packaging is performing will help you and your team make any adjustments that may be necessary to improve sales.
Step 2: The Packaging Brief
The initial brief about the specific packaging project is important because it sets expectations for everyone involved. This includes the overall scope of the project, timelines and deadlines, and any special instructions that are unique to the project.
When conducting the packaging brief or kick-off, make sure that everyone who will have a part in the project is present. A summary is also something that should be created during this step, as it will allow those involved to look back on it for reference. For those in charge of the project, make sure to come to the briefing with a full understanding of the packaging and product itself and be ready to answer questions.
Step 3: Creating the Concept
Creating the conceptual idea for your packaging is crucial to the overall process because it will provide a blueprint for what will be carried out by your design team.
Where companies run into trouble on this step is when they are not detailed enough with the conceptual design of their packaging. This can lead to misinterpretations on some of the details of the packaging and may cause confusion as the design makes its way through the project lifecycle.
The more detailed you are with this step of the process, the smoother the process will be overall and everyone will be on the same page from the get-go.
Esko’s ArtiosCAD and Studio can drastically improve this step of the design process for you and your team. With ArtiosCAD, make it easier for your designers wit the structural designs of your package. With Studio, you can bring your packaging to life in 3D.
Step 4: Internal Review and Revisions
For many involved in the packaging design process, the internal review and any subsequent editing can be a tedious step. However, it’s extremely necessary when it comes to making sure that the package will look exactly like it was envisioned.
Just like how brands should be thorough with their conceptual design, the actual design itself need to go through an in-depth review and editing process.
It’s also important that brands have systems in place to make the back and forth between designers efficient.
With Esko WebCenter, you can get just that. The SaaS cloud packaging management solution, WebCenter allows companies to centralize all their tasks for their packaging process. With WebCenter integrated into their design process, brands can simplify their review and editing process through collaboration tools, as well as identify bottlenecks to improve the efficiency of their process.
For more information on WebCenter, visit this resource.
Step 5: Getting Final Approval
The feeling of euphoria when a design receives that final approval is rivaled by few other moments. It’s the culmination of months of hard work from everyone involved.
That said, that final approval can sometimes be difficult to acquire. Whether it’s imperfect software that doesn’t give you a full understanding of what the design will look like in real life — or if whoever is giving the approvals is particularly picky — Esko can help your designs get approved faster.
Esko Share and Approve is 3x faster than traditional approval methods. With a state of the art viewer, those who have the final say on design will get a clear picture of what the packaging will look like once it is constructed.
Once you’ve mastered these 5 steps, the final step of your design process — launching your product — should be a breeze!
Streamline Your Packaging Design With Esko Today
Once you’ve completed your process, you need to make sure that it’s repeatable. No better way than creating standard work.
If you’ve noticed that one or two of these steps could be more efficient for your teams, then don’t hesitate to reach out to Esko today.
Our fully integrated software ecosystem aims to increase your product packaging’s speed-to-market while minimizing roadblocks and bottlenecks in your process.