“Don’t judge a book by its cover,” “Looks aren’t everything,” “It’s what’s inside that counts.” While these are certainly true statements in life, and in regards to people, they hold a bit less weight when it comes to your food product.
Of course, you need to have a delicious, high-quality product, but you also need to communicate that well before people have a chance to taste it. This is where good packaging plays an absolutely crucial part in getting your brand into the carts and onto the tables of your customers.
When the average person is walking through the grocery aisles, you generally have less than ten seconds to make an impression using only visuals. Communicating your brand’s values and quality within those constraints is a daunting task, but with an experienced and creative designer, you can take your packaging from being a simple container to an effective display of who you are and why your brand is better.
Keep in mind that every aspect of your packaging communicates a message, so be aware of things like “rules” within your category (and when you can break them), legal requirements (don’t ever break them!) and even common color cues. Also, don’t forget to take a look at your competition to be sure that you are not only being true to yourself, but standing out on the shelves as well, whether in-store or online.
By taking these things into consideration as you look at your package design, you will be on your way to getting your product in more shopping carts!
In This Episode:
- Why good packaging is a crucial part of building your food or beverage brand
- How to communicate your brand values quickly through your packaging
- Why your packaging needs to stand out
- Why it is important to know the category rules and when to break them
- How to communicate with a designer when creating a label design
- How to approach redesigning an existing brand or package
- Common mistakes brands make with packaging
Quotes:
“People are hungry for new experiences, especially at the table.” — Bob Frame
“You have to find the essence of your message and visualize that in a way that’s different from what everybody else is doing.” — Bob Frame
“We have nine seconds to communicate a brand, color is such an important part of that.” — Nancy Frame
“You need to be true to your brand and not try to hit some kind of trend.” — Bob Frame
Resources: