v5 -part2 8 packaging design tips
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Eight Essential s Tips for Package Designers working to promote CPG productsTRANSCRIPT
8 Packaging Design Tips8 Packaging Design Tips
Essential – but often ignored – Tips
And How to…
Avoid Disasters at the Shelf
Dale Casto, President; Wright Design, Inc. 978-635-9997 [email protected] www.wrightds.com
Package Must Sell 2 Target Audiences
ConsumerTrade (buyer)
The shopper gives you only 5 seconds, 5 feet from the shelf
The 5 and 5 Rule
Consider the Supermarket Selling Environment
• Frozen food worst case – misty door obliterates package• Judge the final package design concepts in the store
Consider the Club Store Selling Environment
In Club Stores:
•The TRAY is more important than the package
•A good design can turn disadvantages into advantages!
Shapes Attract the Eye
Ovals, circles, squares…all forms – are more effective than text
Avoid Pretty and Cute
Design should reflect product strategy – not designer’s style
The product is hero, not the design
• The more points you make – the less likely any will register
• Less is more in any communication
Seek Simplicity
• Upper + Lower case combinations read better
than all upper case
A Case for Legibility
• UPPER + LOWER CASE COMBINATIONS READ
BETTER THAN ALL UPPER CASE
Use DARK lettering on a light background
Contrast is Legibility
Use LIGHT lettering on a dark background
Appetite appeal always works in food packaging
Embrace the Tried and True
You Need Professional Help
2. You need a hard working, sales generating, package with trade and consumer appeal
1. Your package is your most important communications medium
3. Call us for a consultation…
…and get the job done Wright !
See a professional…
For additional information, go to www.wrightds.com/blog
Wright Design, Inc.898 Main Street, Acton, MA 01720978-635-9997Contact: Dale [email protected]