JPS Design Group - Packaging Design Ideas http://www.jpsdesign.com/blog graphic design, packaging design, web design en-us Mon, 25 Sep 2017 12:52:00 -0800 Wed, 6 Sep 2017 00:00:00 -0800 http://blogs.law.harvard.edu/tech/rss jpsdg@jpsdesign.com jpsdg@jpsdesign.com jpsdg@jpsdesign.com no Brand building through irresistible packaging design http://www.jpsdesign.com/blog/listing.asp?2017/9/brand-building-through-irresistible-packaging-design <p>food entrepreneur jason cohen, a driving force behind skinny pop, veggie straws and other fast-growth brands, divulges advice for effective packaging design for small companies with big plans.</p> <p>what do brands like skinny pops, veggie straws and core hydration have in common? one of the principals behind the amazing success of these brands is “better-for-you” food entrepreneur jason cohen, co-founder and ceo of halen brands, fairfield, nj, which is focused on helping small food and beverage businesses get distribution and grow market share. cohen has an exceptional track record, having helped bring to market seven food brands over the past 15 years including chef’s cut jerky, which has reached $65 million in sales and skinny pop popcorn, which was taken public by goldman sachs for $1.3 billion.</p> <p><em>packaging digest</em>  tapped cohen’s advice on how brands can design packaging that’s irresistible.</p> <h3>what’s the importance of on-trend food packaging?</h3> <p>cohen: today packaging is a critical element of any food product as consumers see it as an extension of who they are. in the better-for-you category, product design is shifting away from medicinal look to a more stylized packaging and the goal should be to make consumers feel confident when they pull the package out of their bag—it’s like it’s just another accessory.</p> <h3>what are key market drivers in foods? </h3> <p>cohen: on the nutrition front, there are three significant shifts in consumer behavior that has caused a fundamental impact on the food and beverage industry. the focus on clean eating is because food allergies are hitting home. it is likely that a family member or acquaintance has one or more allergies even if a consumer is not directly impacted. today, one out of every four kids has a food allergy of some form, so this is definitely a key concern of parents.</p> <p>protein is also a highly sought-after macronutrient. we’ve seen a rise in protein-packed snack options, including jerky and cheese chips that provide nutrients to keep consumers satisfied and fueled throughout the day. consumers need on-the-go snacks that provide essential nutrients in between meals not to feel full, but to know that they are fueling their bodies properly.</p> <p>consumers’ taste buds are highly sophisticated and they are seeking more advanced flavor profiles whether that is a multi-flavored product or a global influence on flavors. we are going to see this space evolve tremendously over the next year with more complex flavor combinations.</p> <h3>what’s an emerging trend that brands should pay attention to?</h3> <p>cohen: snacking continues to grow and we expect that this will keep at a steady pace over the course of the next couple of years, especially in the better-for-you food category as people look for healthier options and ways to eat decadent foods. we are going to see a continued push on cleaner labels, but with consumers expecting that they won’t have to sacrifice flavor for healthier ingredients.</p> <h3>what are examples of effective packaging—and why?</h3> <p>cohen: skinny pop packaging is a great example. our packaging conveys that the consumer can feel comfortable eating the whole bag, because it’s “skinny.”</p> <p>additionally, we’re transparent with our labeling, highlighting notable product qualities such as non-gmo, no artificial ingredients and more. with core water, the bottle’s uniqueness provides a sense of empowerment for consumers when they are carrying it. (see <a href='http://www.packagingdigest.com/bottles/core-brand-goes-big-small-bottled-water1702' target='_blank'>core hydration goes big and small with bottled water</a>, published february 2017)</p> <p>for veggie straws packaging, the word <em>veggie</em> conveys the functional benefit of eating something that is better for you than a traditional snack.</p> <p><img alt='' src='http://www.packagingdigest.com/sites/default/files/styles/featured_image_750x422/public/c-core%20lineup%202017.jpg?itok=r8hj9wkv' style='height:422px; width:750px' /></p> <p> </p> <h3>how do you know a design is ready for market?</h3> <p>cohen: part of this intuitiveness is having a firm understanding of what is motivating consumers to purchase products. our team is constantly looking at what packaging designs are on-trend through color palettes that deliver the right messages to consumers and engage with retailers.  when designing the product packaging, we like to get feedback from retailers before finalizing the design because they can provide valuable insights and perspectives that help move the product from the shelf to the cart.</p> <h3>how much attention do you give millennials? </h3> <p>cohen: millennials are currently spending more money on snacks than any other generation, so halen brands definitely takes their viewpoint into consideration when developing packaging designs. especially important for this demographic is ensuring that products are designed in a way that millennials can easily make the product a part of their lives which they are actively sharing on social media.</p> <h3>what’s a lesson learned you can share? </h3> <p>cohen: over the past few years, a key learning has been that packaging, the quality of the product and overall taste are all significant purchasing factors for millennials. these three points must have an equal mission. packaging is an extension of brand identity and ultimately, a reflection of the consumer’s personal identity, but at the end of the day, the balance of taste, packaging and overall quality of the product is the true recipe for success.</p> <p>original article on <a href='http://www.packagingdigest.com/packaging-design/brand-building-irresistable-pkg-design-1708' target='_blank'><strong>packaging digest</strong></a>.</p> Packaging Design Ideas Wed, 6 Sep 2017 00:00:00 -0800 http://www.jpsdesign.com/blog/listing.asp?2017/9/brand-building-through-irresistible-packaging-design Six Steps to Designing Packaging that Connects with Customers http://www.jpsdesign.com/blog/listing.asp?2017/8/six-steps-to-designing-packaging-that-connects-with-customers <p>a recent study of eye tracking on product packaging indicates that customers are spending fractions of seconds reading labels and making buying decisions. in many cases, as little as 1/20 of a second is spent on eyeing packaging.</p> <p>we have also learned from recent studies that nutrition labels have little impact. many of your most compelling nutrition facts, such as low sugar or vitamin content, is presented near the bottom of a nutrition table and therefore overlooked by customers. given that busy customers are not reading nutrition and packaging narratives, getting packing design right is mission critical.</p> <p>as an outsourced chief marketing officer working with food and beverage clients, i am often called on to help design packaging and plan the go-to-market strategy for new and/or struggling products. i recently had the pleasure to work on the design for a line of kombucha beverages. kombucha is a fermented tea sold in most grocery stores as a ready-to-drink product. it is praised for its health and digestive benefits.</p> <p>in this product category, one dominant brand has 80 percent of market share, and the category is growing quickly with many new customers trying the product every day. my challenge was to help my client design packaging that would appeal to new customers while also enticing the leading brand's regular customers to try something different. we started where all packaging projects should start, with research.</p> <p>i set out to build a customer profile of a typical kombucha drinker. we asked for vital lifestyle data as well as factors that drove the brand decision process. these included things such as age, income, gender and education levels as well as health behaviors and lifestyle. i had a theory that if we could capture the health benefits of kombucha in the packaging they would sell like crazy. i was dead wrong.</p> <p>in fact this assumption could have ruined the packaging if i had acted on it without soliciting customer input. in our discussions with customers, what i learned was that taste, not perceived health benefits, were the deciding factor when selecting a brand. it turns out, kombucha drinkers have already accepted the many health benefits. they don’t need to be sold. what they want to know most is what this particular bottle is going to taste like.</p> <p>my client’s product was saved by the research. my team and i avoided a costly mistake.  starting the packaging design with a strong assumption is common error, made most often when a company designs product packaging without an outside perspective. without this due diligence we might have put the wrong facts on the packaging.</p> <p>our well designed survey helped. a poorly design survey could have simply confirmed my bias and led us down the wrong path. an outside team will have fewer biases and more experience eliciting valid and useful customer feedback. if you are not sure if you are asking the right questions in your research, look for outside advice.</p> <h3>6 steps you can follow when designing new product packaging:</h3> <ol> <li>determine where your product is in the category’s evolution. this will help determine the strategy and impact how much time the customers will spend learning about your product.</li> <li>build a customer profile by gathering voluntary information from your customers and engaging in customers in active feedback. there is some basic information that you need such as, age, gender, ethnicity, income ranges, education levels and geographic location.  other questions will need to be customized based on what the product is.</li> <li>determine what motivates buying preferences. if this is a new food category, many customers will read the labels and nutrition information, but only for fractions of seconds. if this is a mature category, expect customers to spend even less time reading packaging or nutrition information.</li> <li>determine your top three buyer motivating factors and use them front-and-center on your packaging. remember, you have fractions of a second to make an impression.</li> <li>work with the best design firm you can find. once you sort through the first four steps, you are way ahead of most companies trying to bring a product to market, especially if you have avoided your own biases. now you need an amazing designer to translate those facts into a design that connects with customers and conveys the critical information in less than a second. your designer speaks the language of the subconscious. trust her. she is translating knowledge into a language you don’t speak.</li> <li>if you are a small to mid-sized company with a more limited product launch budget, work with a design firm to develop the most compelling packaging you can. plan your go-to-market strategy and launch it. if done well, new packaging should give you a sales lift out of the gate.</li> </ol> <p><em>optional:</em> if you have the budget, i suggest testing the new packaging with consumers using the latest eye tracking technology and comparing this to tests of your competitors' packaging. in doing this, you will have some certainty that your product will gain market share.</p> <hr /> <p><img alt='' src='http://www.foodprocessing.com/assets/media/1709/nutrigrain.jpg' style='float:right; margin-left:20px' /></p> <p>bemis earned a silver award in the 2017 dupont awards for packaging innovation for its work on kellogg’s nutri-grain bakery delights packaging. the product uses textured film to represent a bakery treat that looks like it's wrapped in kraft paper and twine. to uniquely capture the attention of millennial shoppers, the package is designed to look like paper, feel like paper, and even crinkle and crunch like paper.</p> <p>original article on <a href='http://www.foodprocessing.com/articles/2017/packaging-that-connects-with-customers/' target='_blank'><strong>food processing</strong></a>.</p> Packaging Design Ideas Fri, 25 Aug 2017 00:00:00 -0800 http://www.jpsdesign.com/blog/listing.asp?2017/8/six-steps-to-designing-packaging-that-connects-with-customers 6 tips to supercharge your packaging design process http://www.jpsdesign.com/blog/listing.asp?2017/8/6-tips-to-supercharge-your-packaging-design-process <p style='text-align:start'>so much information is being delivered to consumers nowadays that you only have seconds to get their attention. and with the rise of packaging design blogs, unboxing videos and social sharing, designers are facing even greater challenges in creating valuable packaging that gets the attention of the masses.</p> <p style='text-align:start'>studies show that <a href='http://www.marketingprofs.com/chirp/2014/25957/how-product-packaging-affects-buying-decisions-infographic' style='box-sizing: border-box; color: rgb(102, 0, 0); text-decoration: none; background-position: 0px 0px; background-repeat: initial initial;' target='_blank'>74% of young adults</a> are more likely to share a photo of their product packaging online and <a href='http://www.marketingprofs.com/chirp/2014/25957/how-product-packaging-affects-buying-decisions-infographic' style='box-sizing: border-box; color: rgb(102, 0, 0); text-decoration: none; background-position: 0px 0px; background-repeat: initial initial;' target='_blank'>almost 40% of overall consumers</a> share packaging on social media that has an interesting gift-like design. in this case, durability of the packaging and generic print no longer cuts it as effective brand marketing. what is the solution?</p> <p style='text-align:start'>one of the main success factors of a packaging design is the process <em>before</em> the actual design is created. this process is what will determine the efficiency, effectiveness and quality of the end result.</p> <p style='text-align:start'>here are six tips to implement in your process to improve the execution of your packaging design. inspired by the concepts of <a href='https://strategyzer.com/books/business-model-generation' style='box-sizing: border-box; color: rgb(102, 0, 0); text-decoration: none; background-position: 0px 0px; background-repeat: initial initial;' target='_blank'>“business model generation”</a> by alex osterwalder and yves pigneur, and modified by <a href='http://pakfactory.com/' style='box-sizing: border-box; color: rgb(102, 0, 0); text-decoration: none; background-position: 0px 0px; background-repeat: initial initial;' target='_blank'>pakfactory</a>, this design process will open new avenues of creativity and help foster your vision in a more structured and efficient way.</p> <p style='text-align:start'><strong> </strong></p> <p style='text-align:start'><strong><img alt='' class='image-featured_image_750x422' src='http://www.packagingdigest.com/sites/default/files/styles/featured_image_750x422/public/customer-insight-72dpi.jpg?itok=et3z2wg_' style='border:0px; box-sizing:border-box; height:422px; vertical-align:middle; width:750px' /></strong></p> <p style='text-align:start'><strong>1. customer insight</strong></p> <p style='text-align:start'>preparing for packaging design can be intimidating, especially if you’re working from scratch. fortunately, this strategy makes it much less daunting. understanding your customer is crucial. by getting to know your customer’s personality and behaviors, you are able to create a framework and reference point for your packaging design.</p> <p style='text-align:start'>as a packaging designer, you should consider asking your client (internal or external) not only about the objective and brief of the project but discuss deeper into how their customers interact with the brand and products.</p> <p style='text-align:start'>you and the client should discuss the behaviors, thought process, emotions and actions of the consumer target. investigating these details will provide a wealth of information with which to craft an outstanding design.</p> <p style='text-align:start'><strong>2. idea creation </strong></p> <p style='text-align:start'>generating ideas efficiently is an essential component of the design process. this part of the process consists of using notes, sketches, diagrams, pictures and so on. to work efficiently, idea generation should be geared towards filtering for the best ideas possible.</p> <p style='text-align:start'>to get the most out of your concepts, consider:</p> <p style='text-align:start'><em>the composition of the team:</em> nothing is more effective than sharing ideas from different areas of expertise. the team should ideally be comprised of a diverse mix of members who can bring unique contributions and opinions to the table. design is a collaborative effort, and by maximizing diversity, it increases the chances for inspiration and the ability to develop an even more effective packaging design.</p> <p style='text-align:start'><em>encouraging lots of ideas:</em> to make this process work to your benefit, allow ideas and concepts to flow freely. initially, approach more on the <em>quantity</em> of ideas as supposed to the quality. why? critiquing too early in the process can smother ideas that deserve further development or consideration, and focusing on quality too early in the process will potentially increase time delays on the project.</p> <p style='text-align:start'><em>filtering ideas based on certain criteria:</em> so, by the end of the idea creation phase, how do you choose the best ideas? this is where a list of criteria or set of guidelines for the design comes in handy. having set criteria on the design that relates to the customer target closely is what will narrow down which ideas are most appropriate for the project.</p> <p style='text-align:start'><em>howan idea can evolve: </em>even if an idea doesn’t initially make the cut, don’t permanently get rid of it! you never know when it could be useful in the future. the right time for it might be down the road.</p> <p style='text-align:start'><strong>3. visual thinking on paper</strong></p> <p style='text-align:start'>at this stage, you’ll want to piece together information and start visualizing the design on post-it notes or sketchbooks. visual thinking is the process of turning ideas into visuals, and this helps to facilitate clearer discussions on the design and allows for changes to be made more easily. visual thinking offers several benefits, including increased understanding, communication, dialogue and exploration.</p> <p style='text-align:start'>an example of this step is <a href='https://en.wikipedia.org/wiki/mind_map' style='box-sizing: border-box; color: rgb(102, 0, 0); text-decoration: none; background-position: 0px 0px; background-repeat: initial initial;' target='_blank'>mind mapping</a>, which is a form of brainstorming that allows you to structure information graphically. this practice is fun and simple and will allow you to explore your ideas both artistically and analytically. capturing the big picture without visualizing is difficult. by using this step, you will gain a powerful grasp of the concepts you’re considering and be that much closer to accomplishing your design goals.</p> <p style='text-align:start'><strong>4. storytelling</strong></p> <p style='text-align:start'>facts tell, stories sell. this point is self-explanatory, but it cannot be stressed enough how important storytelling is. connecting with customers through storytelling is a powerful act, and the more you can facilitate it, the better. so why not incorporate this into your packaging design process? the objective is to find a clear story or meaningful message to the design. this is how you will relate to your audience.</p> <p style='text-align:start'>whatever you choose, make sure it effectively communicates what the product is and what it represents. this can be incorporated with the use of images or texts. create emotions into your design and include imagery that impart a vivid statement without necessarily using words. you can be as imaginative or grounded as you want just as long as it can effectively capture the intended audience’s attention.</p> <p style='text-align:start'><strong>5. prototyping</strong></p> <p style='text-align:start'>so, you’ve gathered customer insight and incorporated idea creation, visual thinking and storytelling—now what? it’s time to build a prototype.</p> <p style='text-align:start'>by creating the exact proof of the design, it allows for hands-on exploration of form and function, demonstration and further discussions. the prototype is not a draft of the design but part of the process of exploring more directions to enhance design value.</p> <p style='text-align:start'>again, ask questions. will adding certain elements add more value? what other options can be added to the design? what happens if we remove an element? use this as an opportunity to examine multiple perspectives and evaluate underdeveloped ideas.</p> <p style='text-align:start'>remember, as a designer, you want to be able to provide insights to your client and over-deliver results.</p> <p style='text-align:start'><strong>6. having a design attitude</strong></p> <p style='text-align:start'>the last tip to incorporate in all of the steps of your packaging design process is cultivating a design attitude. this mindset is one that embraces creative inquiry by exploring new concepts (and the ability to let go of them when needed), perusing myriad possibilities and accepting uncertainty while going through this phase.</p> <p style='text-align:start'>as opposed to micromanaging and always having the need to control all decisions, instead, think of several options from outside perspectives to choose from to meet the design objective. this includes a workflow surrounded by autonomy, open-mindedness, diversity and teamwork.</p> <p style='text-align:start'>one last note: the difference between good packaging and great packaging lies in the ability to design it for customers and not the product. always keep this in mind when working through this process.</p> <p style='text-align:start'>well, there you have it. you should now have a better understanding of how to effectively prepare for and implement a winning packaging design. follow these steps methodically and stay focused. this will help to ensure that your vision comes to fruition in the form of a first-rate design.</p> <p><strong>original article:</strong> <a href='http://www.packagingdigest.com/packaging-design/6-tips-to-supercharge-your-packaging-design-process-2017-08-01' target='_blank'>packagingdigest.com</a></p> Packaging Design Ideas Fri, 4 Aug 2017 00:00:00 -0800 http://www.jpsdesign.com/blog/listing.asp?2017/8/6-tips-to-supercharge-your-packaging-design-process