Some of the most successful package
introductions have come from people who knew nothing about package design. How
can that make sense? Designers are creative. They get paid to design packaging,
which may or may not necessarily be what the customer wants or needs. Good
designers keep up with the latest design trends and technologies. What's hot
and what is not in might be the perfect answer to a package design. But what if
it is not?
We all get caught up in established
rules and parameters. You can't do this because of the way it needs to be
manufactured or if it's this product it has to be packaged this way or in this
particular material. Or the concept the designer has in mind is the latest rage
in package innovation so it will work for this product and any product too. But
let's think laterally about design for a minute.
Do you continually challenge
stereotypes? Why does a particular product need to be a certain shape? Is the
product in a particular package because it's always been done that way before?
In my recent survey about packaging products for female buyers there were
dramatic differences between what packaging designers and packaging
professionals perceived as important and what the perception of its importance
to consumers or the ultimate end user.
One package design characteristic I
asked about particularly was shape. Designers were drawn to it. They believed,
as do most packaging professionals, that shape was an important component of
package design. Designers see a dramatic new shape and are immediately
impressed with the creativity of it.
However, the customer wasn't as
intrigued by the shape as by the functionality of the package. They believe,
"Make it work for me first, then worry about how pretty it looks."
Don't think like a package designer think like a customer.
Consider this during the design
process: who do you expect to use the product and how? If it's women, the 80%
purchaser or influencer of purchasing decisions, what is really going to
impress them? Hint: its not necessarily design.
My survey results demonstrate that
convenience and ease of use and storage were particularly important to women.
After all, the woman does most of the shopping and in most cases puts the
products away. Isn't this a logical conclusion to designing what women want in
their packaged goods? Think about what makes it easy to use the product.
Consider the age factor too.
Ergonomics and ease of opening were rated highly by both groups of survey
recipients. Products designed for specific age groups need to work for that
group and not just look pretty on the shelf. Spend time scouring the isles when
working on new products. Don't just focus on the category you design.
Look for features and innovations
that can cross boundaries. Look at emerging trends. Don't just look at
cosmetics and toiletries either. Go to multiple types of shopping outlets and
don't forget to use the Internet. A recent example is the complete reworking of
power tools. They are now produced in female friendly colors. It has created a
whole new brand category.
Put yourself in the buyer's
position. It helps if you can get different perspectives too. Not everyone will
view the same packaging attributes with the same opinions. Cross a spectrum of
potential buyers with a few targeted questions. Don't be surprised by the
answers.
