Package Design | packagedesignmag.com

(February 2010) posted on Thu Mar 04, 2010

By William Makely

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In package design, the first focus of brand owners is often on shelf impact. What will seduce a passing consumer to take a second look or (even better) to pick up their product? Time is the enemy, and to get that second look from a hurrying consumer brings an enormous advantage. Touching or picking up a package virtually ensures it’s going into the shopping cart. To inspire consumers to make that leap from look to touch, brand owners and packaging companies turn to package designers.
A package with an eye-catching design can have a powerful influence on initial sales. But eye appeal alone can’t outweigh the impact of a quality product and the satisfactory performance of the package in the consumer’s home. Only those can create the customer satisfaction that will generate repeat sales and the customer loyalty that is the lifeblood of brands.
Shelf appeal also won’t compensate for a package that can’t be cost-effectively filled, handled efficiently by capping and labeling equipment, shipped securely, shelved conveniently and (increasingly important) recycled conveniently. Total design unites an attractive shape with a functional design and engineering process that focuses on designing the physical package to meet both the marketing and the practical needs of the packager, the retailer, the consumer, and the community.