packaging design

Long ago research was merely a synonym for "doing your homework" that is, store visits, analysis of competitive packaging, and so on) at the beginning of a new project. But now it is not at all the same. Consumers were rarely a part of the design development or selection process, as nearly all decisions were left to the collective judgment (and "gut feel') of package designers and their clients.

It is repeatedly emphasized that packaging serves multiple purposes; not only does it protect the contents during transportation and for long term storage, it also acts as a canvas for creating the brand image and prominently placing the symbols that one’s customers may associate with the product for a long period of time.

A constant point of engagement for FMCG designers and manufacturers is to match their packaging design to market standards. To keep up with trends, big brands usually have a full-time team dedicated to improving shelf impact (discussed in the previous blog) and product recognition. Consumer research is conducted to see what changes buyers would like to see and what aspects of the packaging are they currently happy or unhappy with. 

While creating a product to sell, proof of concept of the use of the product is just the first step. Once the product itself is ready, the next step is to get it to the customers, efficiently. For FMCG products or any product that is sold off the shelf, the shelf impact is something that needs to be studied well.