In 2009, fruit juice giants Tropicana spent over $35 million to advertise their brand-new packaging.
Two months later, the company reported a 20% drop in sales of $30 million.
Six weeks after the launch, the company returned to their original packaging. All in all, the experiment in design packaging had cost them around $50 million.
Packaging design matters, just take a look at the $65+ million packaging redesign mistake of Tropicana.
The moral of the story? Design packaging matters. Before we discuss how long it takes, let’s go over what makes good packaging, it’s purpose, and what it should create for the consumer.
The elements of good packaging design
Apple employs an entire box opening team. That should tell you how important packaging is.
There’s a lot to think about when it comes to designing packaging. Think about Apple. The experience of opening a new Apple product has been the subject of reviews, white papers, and blog posts galore. In fact, Apple even employs a box opening team, solely to ensure that opening the product is an experience. The result is that an Apple product is identifiable from the moment that the buyer comes into contact with the packaging.
Simply put: a package tells us how much the thing inside is worth. Following gestalt principles, carefully designed packaging can contribute to the idea that the whole is worth more than the sum of its parts. So, if you want to wow people, remember that your packaging makes up part of this. They will forever connect the packaging of the product with your company. This means there are vital points you need to ensure are clear and easy to understand.
Convey your brand story
If you want people to be on board with your brand, then let them know what it’s about.
One of the reasons that the Tropicana orange juice debacle happened is that they got rid of a lot of the successful elements of their packaging. It became unclear what the juice was, and the simple truth is that people make decisions based on what they see instantly. You’re not going to get a second chance to explain to them why what you’ve done is clever. Instead, you’re going to watch them visit your competitors, who gave them something that they understood.
Remember the feeling
The tactile part of a product can be as memorable as the visuals, if not more.
The primary focus of design packaging is to inspire. Texture. Imagery. Font. Color. Design. All of these elements work together to create a visual identity and experience. Get them right, and people may not even consciously register why they want what you’re offering. But they want it.
Do you remember what it was like to open the box that held your printer? Maybe your IKEA furniture? Probably not. But I bet you do remember at least some of when you opened your iPhone box for the first time, or Pixel for the Google fans. Why? It was an experience, not just cheap plastic and cardboard that you ripped through.
This is why it pays to invest in the time and skills needed to build a beautiful design packaging. Design is about more than just making something look good, and a skilled designer will be trained and up to date with all of the skills needed to make something that stands out.
How long does it take to design packaging?
In my experience, packaging design takes 10-50% as long as the product design takes.
While there are no hard and fast rules about how long packaging takes, designing can take anywhere from a couple of weeks to several months. There are many factors in the timeline, including beyond design.
I’ve worked with products that one component took over 6 weeks to get produced, just for a prototype. Material, finish, and details, they all impact the timeline. The complexity of the product can also make a difference.
The design process is not as in-depth as the actual product design, usually. In my experience, the packaging design takes 10-50% of the time the product design takes. This is part of why not everyone goes for the expensive, experience focused packaging. It takes time. The real question should be, what do you want the customer experience to be? Is this a cheap product or expensive? Is it single use or a forever object?
Good product design firms can coordinate packaging design as the product is getting finalized, which can save time. If you do have a time constraint, then that will impact the packaging options you have. While you may not have the manufacturing budget or design team that the Cupertino based giants have, it’s always worth investing in experts to help you craft the perfect product packaging. As an experience packaging design firm, we know packaging inside and out. You can check us out on Designrush and a great place to look at some email designs. Whether you want Apple level packaging or super eco-friendly minimalist packaging, we can help you.
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Why Your Store’s Atmosphere Is Crucial For Business Success
The atmosphere of a store plays a huge role in the success or failure of a business. Hence, it is known as inspirational design, which aims to influence behavior, attitude, and emotions through colors, images, smells, and sounds. For people to enter your store, they need to feel safe and happy about it. This makes them want to buy from you instead of from your competitor’s shop around the corner. You can create an outdoor garden or specific lighting scheme that will set the mood of your store. Make sure that you hire staff to clean the sidewalk, keep the parking lot in order and keep an eye on it so people will feel safe when they come in. You can also create a cheerful atmosphere inside by playing music customers like. Play songs with lyrics to let them know what your store is about or play classical music to create a more professional atmosphere.You can also use smart technology to be creative with how you display products, for example, having items float above customers’ heads or showing them on different platforms, which are activated when people approach. The atmosphere of your store is one factor to have a successful business. Here are some of the reasons why: Customer wants to feel confident that they are in a safe environment. This will make them come back to your store. People want to have a fun and happy experience when they go shopping. A happy customer is a returning customer. Customers want to know that they are at the right place. Good signage can help customers not need to ask an employee as many questions, allowing your staff to focus on larger needs. Ian Peterman, CEO Tweet This may be why people find it important to have a clean and tidy storefront with clear signage. You need to remember that your business needs an atmosphere that will bring positive emotions into your store, which means customizing it according to what type of customers you have and what moods might attract them. This will help you have a successful business as well as increase revenue. Customers want to be able to find an item quickly. Organizing a physical store is very important, you can’t just type into a search bar in a store. Ian Peterman, CEO Tweet Have a well-organized environment that makes it accessible for the customers. Having fun and cheerful atmosphere in your store will make it more appealing. Please make sure you hire staff members that will maintain the mood of your store or play music customers like so they feel satisfied with their shopping experience. Remember, the atmosphere you set up is an important factor for increasing revenue and having a successful business. If people don’t feel safe, happy, or recognize that this is the right product, they won’t stay long enough to spend any money. If you give people the right atmosphere, it will positively influence their buying behavior. This way, you will see how it increases revenue for your business. customers want to feel confident that your staff are trusted and happy with their jobs. This will make them come back to your store. People want to have a fun and happy experience when they go shopping. Customers want to know that the staff in your business understand what they are doing. Competent staff make a huge difference in a customers’ experience. Ian Peterman, CEO Tweet This may be why people find it important to have a clean and tidy storefront with clear signage. You need to remember that your business needs an atmosphere that will bring positive emotions into your store, which means customizing it according to what type of customers you have and what moods might attract them. This will help you have a successful business as well as increase revenue. You can also use visual aspects to create a certain mood. This can be done through the use of colors, lighting, or even your store’s decor. Using them correctly will help you achieve your goals. Remember, if people don’t feel comfortable in your business, they won’t spend any money. Proper lighting will set the mood of your store. Using the right lighting will create a comfortable atmosphere for your customers. This means that if you have a store that deals with electronics, you should have bright lights. If you deal with art, it would be better to use dimmed lights so the customer can focus on what they are looking at. Here are some tips in handling customers: Show courtesy to the customers Be patient when customers are not satisfied. Assist in the customer’s needs. Maintain eye contact when speaking with customers Give suggestions on products without being too pushy about it When a customer asks for something, assist them if possible by telling them where it is in your shop Listen carefully to what they are saying Resolve any issues or problems that they might be having Takeaway: A cool store atmosphere will keep customers coming back for more. So make it a habit to treat customers right. Remember that being friendly to your customers is always a plus, as it can help make up for less-than-perfect merchandise. Product knowledge is the key. In the age of Google and YouTube, customers are increasingly expecting more from those who serve them. So whether you’re on the floor or behind the counter, be sure to know what’s in stock and how it works. It will not only impress customers but also ensure they get the most value from their purchase. Your Next Steps Content Marketing What is Content Marketing? 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