According to McKinsey research, companies that place a premium on product design (MDI) have increased their revenues in 5 years.
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The final result should attract the customer and reflect key benefits of the product.
Selectionof the color palette
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Packaging is one of the main elements of consumer branding. This is a kind of the product's "face", allowing it to speak with the consumer. Usually, buyers prefer not a simple item of goods, but products with character and history. The clearer the packaging reflects the strengths of a brand, the more attractive its products look on the store shelf.
The visual elements that visualize the strategy and history of the company help to achieve this effect. Sometimes even a multitude of advantages does not guarantee a brand's success in the market. This may be due to the poor appearance of the product. Individual packaging details (label, shape and its elements) must be balanced and should convey a single idea in order to speak the same language with the customers. Therefore, during the development of the design of the product's outer sheath, we take into account not only functionality, usability and dimensions of the product, but also its originality, non-standard presentation, and aesthetics. This allows you to create effective product communications.
Selling design development process
Development of label design includes not only the factor of appearance. The maximum effect can be achieved with the right combination of ideological, visual and material components. Signs of a selling design:
- compliance with category rules;
- compliance with the company's ready-made corporate identity;
- modern presentation in line with market trends;
- functionality and convenience from a logistic point of view;
- display of important information in convenient places on the label, intuitive simplicity.
The packaging design is tested by a focus group. It should be borne in mind that the opinion of people from Moscow may differ significantly from the opinion of potential customers from Vladivostok. Therefore, the design of the appearance of the products should be trusted by an agency that has experience in a certain category of goods and understands the target audience.
Package design – marketing
A lot of market studies show that label design can influence sales. Appearance, price and experience of using the product remain the main criteria to make choice in its favor.
To achieve the desired effect, the creators of the label design take into account some features:
- development of non-standard forms that differentiate the products in the marketplace;
- "playing" at a certain positioning area;
- “communication” with the target audience in one visual language;
- application of RTB, logo and other components of general communication.
How much is the label design?
The cost of developing the appearance of the package depends on the goals. This may be the creation of a new company from scratch, a slight restyling or rebranding (full brand renewal). In the latter case, the company name, its logo and branding is updated. The price of developing a visual label design also depends on a combination of a number of other factors.
What questions need to be disclosed in the brief to increase the efficiency of our work?
- the history of your business;
- brand positioning;
- belonging to a price niche;
- sales strategy and territory;
- what you like and what you do not like in the packaging design of competitors;
- what suits or does not suit in already existing packaging;
- the purpose of the redesign of the product;
- mandatory elements of the future label;
- what details should be avoided;
- number of SKUs in the lineup.
Why should you entrust the design of the layout to us?
- our agency is focused on consumer branding;
- we are constantly improving and monitoring Russian and global marketing trends;
- we perform work just in time;
- we complete each project;
- we work with the client on the principle of win-win;
- our office is in Moscow.