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As product “XYZ” sits on the shelf collecting dust, the marketing and design team for the unpopular product go to work creating new packaging designs to replace their recent failed attempt.  Excitement flares with each new design that gets passed around, but wait…did anyone ask, “What’s the problem?”  Is there a reason product lingers on the shelf and attracts zero attention?

Identification
Before any new design is produced, research needs to be conducted on why the current packaging is not performing.  Many factors contribute to the success or demise of a product; including: cost, shelf visibility, quality of raw materials, graphics, colors, etc.  Before a new design is created, research should be conducted to determine what the problem is.

Example
A lot can be learned from visiting your product in the retail environment.  If you walked up to your product on the shelf to find all of your packaging slightly damaged or dented, you may have just found some answers on why your product isn’t selling.  Maybe the right materials were not specified creating packaging that is deteriorating prior to purchase.  Knowing this information would certainly be helpful when creating new designs.

Know Your Variables
There are different variables that need to be acknowledged when creating new packaging.  Variables such as visibility of product, “try me” features, benefits included, etc.  Know what type of information the consumer is looking for and then provide those features or options.

Packaging design should never detract from the product, it should always add value.  Prior to creating a new design, know why your current packaging is not performing.  Always start with identifying the issues of your current packaging so that those same issues can be avoided in future designs and you know what your problem is!

Need help with your designs?  Don’t hesitate to contact Brian Pankratz – bpankratz@displaypack.com.