really good packagINg explaINed
A
Q
&
My favorite package designs inside this book are…
Help Remedies (page 199). I wish I had designed
this package.
You know a package design is really good when…
It makes you (and, more importantly, consumers)
pick it up off the shelf. Getting consumers to
even notice the package (does it stand out from
its competition?) is a great first step. Then, is it
intriguing enough to get them to pick it up? Is there
an emotional connection or payoff? And, lastly, does
it make them want to purchase it? As a designer, if
your package design has accomplished those critical
things, you’ve done your job. The rest is up to what’s
inside to make it a successful product.
The best thing a client ever said to me was…
It’s not exactly words, but more of an emotional
response. It’s sort of our secret goal to make
clients cry—with happiness! Many of our clients are
start-up businesses, and they are passionate and
heavily invested, both financially and emotionally,
in their product. So when they see it coming to life
with branding and packaging, they are often moved
to tears. It’s the best feeling. We know we have
done our job.
And the worst …
I want it to win awards!” What that says to me is that
the client wants something they have seen before,
such as in a design annual or magazine. Generally,
that means it’s at least two years old and, well,
frankly, it’s already been done. That’s a signal that
the client doesn’t really want to be a leader but
somewhere just behind the leader.
For creative inspiration, I use…
I’ve always been a magazine junkie. I love magazines,
and now I include blogs: fashion/art/design/whatever
blogs. I can get completely lost for hours and come
away inspired, but in a very muddled, unclear sort of
way. Sometimes it’s really more inspiration for what
I don’t want to do, since it can be so overwhelming. I
also spend hours in the grocery store doing research
for new projects.
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The smartest thing I ever heard anyone say about
package design is…
“A great package design is the fastest way to kill
a bad product.” A great package raises the
consumer’s expectations of the product inside. They
may make the purchase once, but if the product
doesn’t perform to those expectations, they won’t
make that purchase again.
The best career advice I ever received was…
“Sneak up on a design solution: It doesn’t have
to come all at once. Work your way around it; try
some different approaches; turn it upside-down and
sideways in your mind.” Whenever I am stumped for
an idea, I think of this advice and it immediately takes
the stress off.
Most designers probably don’t know that…
They have the power not only to design a lovely
package but to direct the entire perception of the
brand. Even the smallest package carries great
weight in informing consumers about the product,
who the company behind the product is, and what
they believe. This is incredible power: Don’t
squander it!
AUTHOR’S
CHOICE
AWARD
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really good packagINg explaINed
10 Mistakes Designers Make
When Designing Product Packaging
by sharoN werNer
1. Not knowing the product category.
What are the important visual cues within the
category that communicate the product type?
These product category cues are most obvious
in a liquor store environment; the brown-goods
category (whiskey and scotch) looks very different
than the white-goods category (vodka and gin.) That
difference is due to visual cues; they may be subtle
or more overt, such as a brown versus a clear bottle.
Every category has them; it’s what makes foods
look appetizing and hardware look masculine. As a
designer you can certainly decide to break away from
these cues, but you need to do it with the knowledge
of how you are then going to guide the consumer in
understanding your product.
2. Not understanding what motivates a purchase.
In an ideal setting it can simply be a cool-looking
package, but often it takes more to motivate a
consumer to make a purchase. Before designing a
package, it’s important to be a student first. Become
a student of the grocery store, the department store,
the gas station, the entire world. Understand how and
where the product will be sold. Observe people make
purchasing decisions; see what they have in their
carts and baskets. Look at how a package performs
on the top shelf, middle shelf, and the bottom shelf
of a fully stocked grocery aisle. This isn’t something
that can be gleaned and completely understood from
a branding book; you have to immerse yourself in the
experience.
3. Ignoring product merchandising.
Determine the locations where the product could
potentially sell and keep the details of that in mind.
For instance, when deciding on a bottle for an
energy drink, be aware of the maximum height of
the shelves. Although an extremely tall, slender
bottle might look great, if it’s too tall for the store’s
shelf height—which is based on other energy
drinks—that’s a problem.
4. Not knowing the product.
What makes it special? Why is it better than a
competing product? What is the history of both the
product and the company? How is the product used?
How does it make you feel? Where does it come
from? What are consumers’ expectations of the
product? What do consumers need to know about
the product? Why should consumers care about the
product? Etcetera, etcetera, etcetera!
5. Not using the information you have.
Many designers gather all this information and
charge clients for this phase of work, but then they
don’t know what to do with it or, worse, they choose
to ignore it. Remember to use the information to
build a brand story that becomes the guide for the
entire brand and all variations of the packaging. So
many products look nice but are soulless; they have
no story. Create a story for the brand and bounce
every decision to be made about that brand against
the story. Does it fit? Is it appropriate? Ideally, that
story is built on something that is real and inherent
in the product.
6. Being afraid to break the rules.
After you’ve followed rules 1-5—ignore 1-5. Many
designers are afraid to venture away from the
research and branding talk, but the best packaging
often comes from intuitive thinking and instinct. That
is a place that falls in between all the research and
is often the place that moves a category forward, but
it’s also a very risky place to be.
7. Falling into the trend trap.
Generally, it’s best to avoid trendy design solutions
that will feel dated in a year or two. Of course, this
doesn’t necessarily apply to limited–time offer
packaging or trend-based products. Brand equity
is built in part by the consumer’s exposure to the
package; if the package becomes dated-looking and
has to change every year to stay fresh, this interferes
with product recognition.
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THE AUTHORS
8. Not thinking about the entire package.
Leave no side ignored. Think about the whole
package, all the sides, top, and bottom. Don’t simply
apply 2D graphics to a 3D package, think about the
entire form. Use the real estate to communicate a
message, to add personality, or to give the package
some needed breathing room. It’s nice to add a touch
of surprise to the package—something hidden under
a flap, or something that reveals itself only when you
see a shelf of product. A hidden message inside a
package may not sell the product, but it will create a
memorable experience for the consumer.
9. Over-packaging.
Never over-package, no matter how cool it looks.
This really doesn’t need additional explanation.
Avoid packaging forms (such as clamshell and
blister packs) that are complicated to open, require
tools, and can cause injury. Although it is not always
possible to avoid them, these types of packages can
create an unpleasant experience for consumers and
do nothing to build consumer brand loyalty.
10. Don’t over design.
Keep it simple.
Sharon Werner founded the Minneapolis-based design firm:
Werner Design Werks, Inc in 1991. The company specializes
in combining strong visual language with sound design
solutions to create work that not only impacts commerce
but also culture. This creative and business strategy has
attracted and gained praise from clients including: Target
Corporation, Mohawk Paper, Chronicle Books, Mrs. Meyer’s-
Clean Day, Blu Dot Design and Manufacturing, Nick at
Nite, VH-1 Networks, Levi’s, Minnesota Public Radio,
Ogilvy, Comedy Central, and Urban Outfitters.
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