WHAT . . . We Believe

• You never get a second chance to make a first impression.

• New consumers enter existing brand markets everyday.

• Something as simple as packaging can enhance a consumer’s
  buying experience and the overall brand image.

• You have to think like a consumer to reach a consumer, and it
  usually pays to test ideas first.

• Brand consistency is vital to a brand’s overall success.

 

Photography

The image of the food on the packaging should be so appealing that consumers feel as if they are depriving themselves if they don’t buy the product. This really enhances impulse buying, which quickly increases market share. Using the “Serving Suggestion” approach allows the design team the freedom to create a more mouth-watering photograph.

Staging

Use a food stylist familiar with the product. Discuss well in advance the styling suggestions, and gather all materials required to accessorize the food. Make sure that the food is as fresh as possible, and make sure that the food has a distinctive “Live Presence” when photographing. Whenever possible, put the food product into its consumable environment.
Example: cooked sausage with eggs, with an orange slice for color.

Simplicity

The K.I.S.S. theory truly comes into play with packaging. Clearly communicated images and messaging increase consumer purchasing rates. A cluttered, disorganized display of information leads consumers to purchase elsewhere. Bottom line: Information ambiguity in any form drives consumers away.

Instant Impact
AKA: The importance of properly organizing your information

At the point-of-sale (store shelf), a consumer’s uses 0.7-2.2 seconds to decide which product he/she is going to purchase. The package designer must be very succinct and discernable in laying out the information in order for the consumer to quickly absorb it.

Consumers glean information from a product package in the following order:

1. Logo, correct company identifier [Dean Foods]
2. Product identifier [Premium Ice Cream]
3. Flavor banner [Chocolate Almond]
4. Special sales info on front [Godiva chocolate inside]
5. Nutritional info on side

Brand Enhancement Beyond the Package

Enhancement can take on many forms.

Examples:

• Cheetos’ “Chester Cheese” brings his own value to the product line.
• A Make-a-Wish Foundation sponsorship brings philanthropic value to a brand.
• In each situation, the enhancement triggers a positive connection, enhancing the overall brand value of the product.

HOW… we work

Color Psychology

Before we begin the design process, we first look at what is currently in the marketplace. What is the competition doing and why? Is there a color scheme that is product or brand specific that needs to be honored?

Example: Decaffeinated coffee is almost always in a green package or features a green banner/band as an identifier. This has become subconsciously embedded in the consumers’ minds so much so that they look for the green color when looking for decaffeinated coffee.

• It’s important to look at current trends in color. Pantone's website features current trends and predictions on trends in color usage.
• We also look again at the competitors’ products – this time in a group. This helps us decide how best to use both color and design to stand out on the shelf.

Connecting to Consumer Emotions

Next, we consider the type of product and what message/impression/feeling the packaging should convey (i.e., soft and feminine, luxury, bold and masculine, youthfulness, indulgence, healthy lifestyle, etc.

The Design Process & Working with Package Manufacturers

It is vitally important to be in contact with the package manufacturer before the design process begins. The type of printing process (offset, flexo, pad print, roll label, etc…), type of substrate and restrictions can affect a design. We also discuss special requirements and capabilities. If possible, we prefer to tour the facility and meet the CSR.
Obtain a template from the manufacturer (or develop one). This will show live areas, ink clear zones, overwraps, eyemarks and other information that can impact the final design production.

If possible, get a footprint of the press, or at least samples of work printed by that manufacturer on their equipment.
Once the printing process is determined and a template and samples are in hand, we can design to the manufacturers best abilities. 

Once a design is produced, we work directly with the printers pre-press department to address any special requirements or concerns.

Once proofs are approved, we like to be on site for the initial press run for a press check and final approval.

Experience

Asen has designed a great deal of packaging for a number of industries. Our extensive work with food packaging has provided us with experience with food safe substrates and printing requirements as well as USDA and FDA labeling requirements. Asen has designed packaging for sports equipment (Multi-grip, Uppercuts, Lifeline, AGM) and automotive parts (Crila Plastics).

Packaging Substrates

Asen has designed and produced for the following (using various printing methods including offset lithography, flexographic printing, silk screening and pad printing):

• Adhesive roll labeling (Cades Cove Ribs, Cumberland Gap Provision, Wamplers Sausage)
• Shrink wrap/formed plastic bottles (Mayfield Chugs)
• Paperboard boxes (Mayfield/Purity/Barbers ice cream boxes, Wamplers sausage, Purity Foods cereal products, Royal Cakes snack treats)
• Formed paperboard containers (2 piece ice cream tubs)
• Spiral formed paperboard containers (Chipeeze, Push-Ups)
• Food safe paper sleeves (novelty ice cream individual wrappers)
• Paper containers for liquid (milk cartons, lemonade cartons, from 1 pint to 1 quart volume capacity)
• Bottle and can labeling (Vietti, Southgate, Mayberry, Choice Foods, Meridian)
• Gusseted pouch containers (Mayberry dry mixes, Purity Foods cake mixes)
• Heat-sealed plastic pouches for frozen foods (Asian Star)
• Bulk item corrugated packaging (Mayfield bulk ice cream, shipping containers for AquaKids, Fruit Craze, Mayberry)
• Sealed foil pouches (MixMasters, Crunchables, Veggie Snacks)