We have come a long way since wooden barrels and woven bags were used to package for products. Today, packaging offers one of the last opportunities to influence a consumer’s purchasing decision. Just think of the customer, staring at the shelf in the store, hand hovering over shampoo A or brand B.
Here are some of the things we’ve learned about packaging design over the years.
Effective packaging should:
- Generate visibility and consideration for your product, above others
- Help shoppers to select the right brand, product and variety easily
- Communicate key product information, product benefits and directions for use
- Generate a purchase, and interest in future purchases
- Spark an emotional appeal to the client, so they search out your brand, and become loyal it
GK Tribe Global has almost 30 years’ experience serving the packaging, marketing and branding design needs of clients globally, through services that support and simplify the design, creation and execution of consumer brands worldwide. We are adept at creatively developing and executing a wide range of end-to-end solutions – whether for a new product launch or a re-packaging exercise – that will work in harmony with the brand, and create synergy with your brand strategy.
Here are just some of the services we offer our packaging clients:
We frequently meet with our Tribe Global partners from around the world to discuss trends and forecasts and to compare business solutions. We can watch trends developing and emerging in different markets around the globe, and evaluate them on a local and international level, long before deciding whether to implement them locally. Our clients benefit from this wealth of shared knowledge from different countries and cultures around the world.
The best strategic packaging design solutions begin with a brainstorming or mind mapping session. Starting with a competitive analysis, background research, and the client’s objectives and positioning strategy, we begin uncovering innovative solutions that solve merchandising and point-of-sale issues and build brand equity.
Packaging design research
Any new packaging design or significant change in an existing package should always be subjected to the scrutiny of objective feedback through a number of research methods. As marketers seek a return on investment from re-packaging initiatives, research becomes increasingly important. Research helps to evaluate packaging systems across different forms, structures and retail environments. What works in one retail outlet may not work in all. It is also valuable to speak with retail personnel, to understand the implications of alternative packaging structures on merchandising and retail presence, and evaluate point of sale materials and promotions. After all, they are on the front lines, so their opinion matters. Some consumer goods clients find that it is worthwhile to conduct ethnographic research, to observe people transporting, using and storing packaging within their homes.
Packaging design and 3D modeling
Our packaging and modeling teams offer implementation and art preparation using state-of-the-art digital technology, from digital keyline to production art to photo composition and retouching to full implementation and rollout.
Some projects offer unique challenges. For example, a client may want to use existing photography, but redesign the packaging graphics. To solve this problem we would build a 3D model of the packaging and apply new graphics to the model. Next, we match the camera angles and lighting of the original photo and produce the new image.
Another specialty area is around comps. We’re not boasting when we say that our comp capabilities are unparalleled. From a simple box comp to large scale heroes, our innovative techniques are the key to meeting any packaging prototype challenge. Our comps provide clients with an exact replica of their product packaging using custom colors and substrates. These packages are flawless and free of extraneous graphic elements that may detract from the brand message. Clients use our comps and mock-ups for design approval, packaging prototypes, hero packaging for advertising, and sell-in to the trade.
From concept to implementation and production, GK Tribe Global offers solutions that are tailor-made to match the individual needs of each client, through strategic brand design and development and expert knowledge.
Over the years we’ve produced packaging of all types, including shrink-wrap or overwrap, transfers and decals, bottles and labels, waterproof labels, boxes and cartons, clamshells and blisters, bags and pouches, cans and tubes, conical shapes, cups and tubs, displays/point of purchase, presentation boards and oversize/miniatures.
We’d be happy to speak with you about your brand’s packaging needs.