Or how about a “30 day supply” powder that comes without a resealable top? Whether thinking through on your own, or getting feedback from a test group, make sure your packaging complements the usage and benefits you are touting. Nobody is thrilled when a mint pack that is supposed to be “perfect on the go” spills all over their bag after a day. Think through how your consumer will actually be using the product. You might need to sacrifice some uniqueness to make it work and just remember that sometimes the simplest and time-tested solutions are actually the best ones – you don’t always have to reinvent the wheel. How will your future fans get your product? Are you planning on building an e-commerce business, but you just selected something that will add a ton of weight or will require a non-standard shipping container killing your costs (but it was so cool!) ? Or did you perhaps create a pouch that is 2 inches taller than the typical shelf at your target retailer (but it felt so impactful!). Are you designing something with bold and punchy colors that requires high-gloss finish or raised design, but you are printing on thin matte craft paper that will never work? Make sure your materials work with your design rather than against it to avoid heartbreaking and costly mistakes. One of the most devastating things for a marketer is seeing your beautiful concepts that you’ve painstakingly obsessed over come back as less than optimal imitations of themselves. Invest in a mockup pack to see how it actually works in the real world.
Most things will look good when shown on a beautiful slide with complementing background and perfect lighting, but will your minimalist aesthetic or neon accents look as good under the grocery store’s fluorescent lighting or will they pop through when the freezer door fogs up? Unfortunately many cool and conceptual designs just don’t translate in less than perfect environments. The many design iterations are behind you and you feel like you are finally seeing your vision manifest, but before your hit your final “send” on that art file to your printer, make sure you are not succumbing to some of the common packaging pitfalls below: Don’t get seduced by a perfect design presentation. So you are getting close – after months of work, pushing through obstacles and perfecting self-encouragement pep-talk, you are nearly there! You’ve perfected your product, secured the trademarks, figured out manufacturing and feel confident in your business plan. First impressions – 5 mistakes to avoid when designing your brand’s packaging for the real world.
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