LIFTING THE LID ON PACKAGING REDESIGN
founding member and director of Libanpack, the Lebanese Packaging Center, highlights ten tips that will help your product appeal to more clients, and increase its equity and image by simply lifting its aesthetics
#1 Study your market well
You should know who your client is. By conducting a proper market segmentation and analysis, you will know which style and design better appeals to this clientele.
#2 Plant yourself on every shelf
Your product’s outer skin is your ambassador to the world, so make sure to have a valid passport. The right packaging triggers consumers; therefore an adequate look and design will certainly allow your product to more likely end up in shoppers’ baskets.
#3 Use it as your makeup
Packaging is your brand’s makeup. You must improve it with time. In the same way that thick dark lipstick is less in fashion now and is substituted for lighter tones, your product’s packaging must follow the same style lines, with lifted looks, in a way to guarantee it is not dismissed from the products’ catwalk.
#4 Color your image
When it comes to colors, choose wisely. Colors evoke emotions and every culture responds differently to the same color. The MENA region is known for its preference for red and green, because these colors are found on practically every MENA nation’s flag. However, more daring choices can differentiate your brand and allow it to standout; but make sure to do it right and avoid a faux-pas.
#5 Typography is key
Typography is the medium to transmit your brand’s message to clients and catch their attention. Depending on the product you sell and based on your market segmentation, the choice of the font and the various sizes will alter. If your product addresses youngsters, you could go with fun fonts.
#6 Avoid drastic change
In order to maintain and preserve your brand’s image identity, you must avoid any drastic changes in your packaging. You can go drastic only if you are ready to pay premiums on a marketing campaign that will help embed your new identity into people’s minds.
#7 Know when to do it
If you are doing well, don’t redesign! Just apply a few small pack lifting improvements. This is all you need.
#8 Don’t be stingy
Packaging is a long term investment. It is funding your products’ added value, which will help it grow a solid consumer base. Be generous and spare no penny or effort at this level. Hire a professional; he/ she will know what to do.
#9 Be wary of your claim
Do not mention anything on your product that is not scientifically proven because you could risk getting sued. If your juice is not made of 100 percent natural fruit, you cannot use the picture of the fruit you claim to sell.
#10 Beware of the smart consumer
Nowadays, clients are smart enough to bust you if they suspect foul play. Your product could be easily taken to labs, meticulously inspected and detailed. Make sure to follow hygienic norms, be honest with your product’s components and ingredients, and any information you write on the packaging.