Food packaging design to reap healthy returns

The food industry is growing. And will continue to do so, pandemic and lockdown notwithstanding.Whether its staples, snacks or special foods, people just can't seem to get enough.

Complementing this rush to retail stores and e-commerce sites is the boom of marketers and their products.Consumers are spoiled for choice as shelves are overflowing with brands.

In such a scenario, how do you get the consumer to notice you? How doyou make her engage with your brand? What will trigger interest and ultimately power her purchase decision? How can you force the transition from browser to buyer?

Packaging is a critical element for effective brand standout. Whether you’re developing a new brand for launch to market or rebranding an existing brand, packaging design is a critical part of any successful brand strategy if you want to grow your business. The right packaging design can give your brand crucial visibility, and determine the first ‘real’ and distinctive touch point with the consumer.

OUR 6-POINT CHECKLIST FOR SUCCESSFUL PACKAGING DESIGN

Before Interics IN-BRANDS begins working on packaging design for its clients, we work on our 6-pointchecklist:

1. Know your consumer: After the essential demographics and psychographics, we delve deeper to understandwhat makes them tick. What motivates and drives them? What are their concerns? What emotions do we want toevoke when they consume our product?
2. Know your product: Not every food product needs a unique packaging design. Industry standard packaging such astin for health drink powder, cardboard box for cereal, plastic pouch for edible oil or snacks, tetra pack for juice are all perfectly acceptable. All you need to do is create eye-catching packaging label design that shouts out fromretail shelves.

Of course, if the product is unique or in the luxury category, consider customised packaging with special materials and designsto provide the exclusiveness your product deserves.

1. Understand the competition: Packaging design cannot exist in a vacuum. It's important to know what the competitorsare doing. As many purchase decisions are made at the point of sale, it's crucial to study your shelf neighbours. What claims are they making? What graphics and colours dominate? Is there a design element worth imitating? For example,if your product is a staple or some dry fruits, and your competition uses a window so consumers can 'see' the product,it's worth incorporating a window in your packaging design so consumers don’t infer your product is hidden and ergo, of lower quality. Packaging design must aim for visibility and appeal, whatever it takes.
2. Remember your brand: It's important to keep your brand top-of-mind and back-of-mind at all times when designingeffective packaging. Your food packaging design must present and build your company's brand. It must radiate yourbrand values and reflect the brand aesthetic. From a purely functional angle, the brand name must be upfront andbold, without distractions of special elements like shadows, gradients, graphics, etc.
3. Create a connection: It could be a story built on insights of consumer, context and competition. A good story helpsbuild brand experiences that strike a chord; create a higher level of association and involvement. Or it could bea point of differentiation whereby consumers perceive your product as unique, new or of better value.
4. Keep it honest: Packaging design must be authentic about the product and true to the brand.A misleading package design with false promises will damage your reputation; a designthat is not true to your brand values and brand aesthetic (logo, fonts, colours, etc.) will be detrimental to your brand.

CONCLUSION

Jack Trout's famous words 'differentiate or die' are more relevant than ever before in a world teeming with productsand blitzing messages. All things considered, packaging is just as important as your product. It's anecessary investment that can provide shelf standout, strengthen your brand identity, be your brand ambassador and create a positive brand experience.

Interics IN-BRANDS has decades of experience in brand strategy and high-impact packaging design.Oil packaging design, spice packaging design, box packaging design, pouch design - Interics has the packaging design ideas and execution capabilities to deliver an out-of-the-box experience.

From brand naming and label design to structure design, Interics' Packaging design methodology helps your product develop your brand to stand out on the shelf, and create a memorable brand experience with the customer.

A top branding agency India, and leading strategic brand consultants, Interics offers holistic and integrated solutions, for strong and sustainable brand building.

If you are looking for the best creative design agencies and advertising agencies in Pune, Mumbai, India, visit http://www.intericsdesigns.com/. Interics Designs specialized in brand identity, marketing communication, exhibitions, space design