Anyone who has been in the ad industry for a few years has seen it--a package fail. We've all had a good laugh at some other brand's mishap, but how can you make sure you don't become the punchline?
Here are five things you SHOULDN'T do when designing a package:
1. When redesigning, don't stray too far from the original.
As much as we wish it were true, a package design can't sustain itself forever. Every now and then, a business will have to redesign its packaging. When the time comes, it's important to update your look without abandoning your existing customer base. If the consumer can't recognize the package, you will lose sales and brand equity. Tropicana broke this rule in 2009 and ended up paying the ultimate price for it.
2. Don't get too fancy with design.
If you're packaging is rife with bright colors and laden with superfluous design elements, it will be confusing for your consumers. A customer will only look at a product for two seconds before moving on. If your package isn't clear, you won't even get two seconds.
3. Don't ignore black and white.
There's a good chance that your packaging and logo will appear in black and white. People will print, scan or copy your design without color. Keep that in mind. If your package looks great in color, but muddy in black and white, it won't have a chance to shine away from the store shelves.
4. Don't overpackage.
Even though it would seem like common sense, everyone has seen an instance where the packaging was just too much. For instance, do bananas and prunes really need to be individually wrapped? Bananas have their own free, natural case. Excessive packaging can cost you money by raising costs, reducing sustainability, and giving consumers the wrong impression.
5. Don't ignore sustainability.
From Aerosol cans to McDonald's styrofoam burger boxes, the impact of packaging waste has crept up on successful brands. Environmentalism is at the forefront of consumer's minds more than ever before. Greening your packaging can help win over new customers and provide the peace of mind from knowing that a company's brand is eco-friendly.