Design Extensibility | Rawlings News

Packaging Design

There’s a host of important considerations when it comes to packaging design.  

Let’s run through the checklist: 

1. The packaging is fit for purpose and considerations have been made about how the product is being used and where it’s being stored. 
2. You’ve tested several designs to determine what sort of message your product is sending, ensuring that it’s in line with your brand. 
3. The visuals are striking and stands out from the competition. 
4. The copy is on point, authentic and true to the product. 
5. The typography is clear so potential customers understand in the 3 seconds they hover over it exactly what your selling, thus avoiding the dreaded ‘walk past’. 
6. You’ve selected the best materials and processes for your budget to ensure the ‘first look’ goes a long way in influencing purchase decisions 

So now you’re good to go  

The product is launched, it’s growing in popularity and you’ve acquired a loyal following, so a decision is rightfully made to launch other variations and capitalise on your success.  

The only issue is that the design you’ve painstakingly worked on doesn’t allow for new lines to be introduced without significant changes being made, ultimately giving a disjointed look between products and confusing your customer base.   

Don’t get us wrong, it’s a nice problem to be had; your business has grown organically but now you need to spend considerable money to re-do the design to give a more cohesive appearance for your range, but it’s an avoidable problem, nonetheless.  

Manfood 

This was the case recently for Manfood - https://www.welovemanfood.com/. A brilliant Cambridgeshire based producer specialising in artisan pickles, chutneys, sauces, beer jellies and cocktail jams – sounds good, right. Go and check them out.  

They recently featured in The Guild of Fine Food, describing this exact issue. They started off with an original look but as more lines were introduced over a 6 year period the range ended up looking disjointed. They also received feedback from retailers that the original branding was difficult to read.  

After a complete rebrand they now have a cleaner more cohesive look for stronger shelf appeal. The labels have also been given an added texture to suggest premium, luxury quality.  

It does go to show that it’s an easy mistake to be made but if you follow a few steps and secure a designer at the concept stage, it really will set your brand up for future success and save you money and unnecessary headaches in the long run.  

It just so happens that we can take care of this for you. Our purpose is to not only find you the right container for your brand at the right price but to deliver knockout branding and design work that will allow you to add new lines as your business grows. See our other articles below for some more helpful tips on creating effective packaging. 

Get in touch if you need some more information about our design services even if you’ve not purchased glass from us. Good to know, right.