Nigel Deary - Presentation.pdf
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Transcript of Nigel Deary - Presentation.pdf
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Innovative label and packaging design
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Creating packaging that sells
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Desire
When we design packaging the key response we wish to
generate is desire.
Desire is the first in a series of emotions and response
triggers that will end in the consumer lifting the product
from the shelf.
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Desire can be evoked when discovering a different,
intelligent twist of a revered brand.
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Or a product that is new, beautiful and full of promise.
Or a product revamp advancing from the old and tired to
the fresh and exciting.
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The honest, accurate depiction of highly desirable
contents or product can also evoke the same response.
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Need
Need gives desire credibility.
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Promise
To justify a need, the pack design must promise a good
user experience.
We should placing messaging and communication on
the pack that gives good reason to buy the product. We
should offer the consumer the rationale.
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Delivery
The contents must deliver the experience that the
packaging promises.
Because attractive packaging on its own, will only sell
the product once.
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Design Brief
Distilling
Mood board
Creative direction
Crafting
Research
Approval
Collaboration
Internal reviews
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Desire
Need
Promise
Delivery
= packaging that sells
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Measuring and analysing shelf appeal
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To measure the value of new or revamped package
design, one should place a peg in the ground by
evaluating current packaging.
Then evaluate proposed new packaging.
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Yardsticks of measurement
Visibility
Primary claim
Functionality
Value
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Visibility
Will the product be seen and considered in the cluttered
shelves next to the competitors product?
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Primary claim
Read order of the primary claim is vital.
Eye patterns that move from the brand name to the
product visual skipping the key product claim, indicate
that the hierarchy of communication in off balance.
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Functionality
Are there additional functionality benefits?
Is the new pack easier to open, or does it give better
protection?
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Value
With pack changes, did the container change shape,
appear smaller?
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The value of customer retention
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Packaging is the key customer touch point.
It is often the only tangible.
Retaining customer loyalty requires desire to always be
present.
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Brand protection: incorporating design features for product security
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thank you