11 October 2022
Packaging. One word out of place, one engineering trip, one badly placed hole and the whole thing falls apart. Often it’s funny, but sometimes the consumer doesn’t laugh and your brand can’t see the joke before it’s out there going viral for all the wrong reasons. Here are the ones that caught our eye, we’ve also added our top tips for making sure your packaging doesn’t fall flat and become a Twitter sensation for something you didn’t even notice.
Getting the wrong placement on your packaging can lead to problems that could cause everyone but your packaging to giggle. Make sure you get a trial run done before you hit the shelves
Sometimes going above and beyond is actually unnecessary. Even harmful to your brand. Check that the decisions you are making with your product packaging are constructive
If security is your top priority – and hygiene a necessity, packaging is a must. But not to the point the actual product is swamped in the fort knox prison that uses more packaging than is needed.
Ever got the feeling that you’re not being sold what you wanted? Whether it’s in the manufacturing or design area of the process, your packaging should sell the product inside – not something different.
Check it before you okay it…even if you know what it’s supposed to mean! Wording and even international translations can be a risky business if you get it wrong. Second opinions, fresh eyes and even customer approval before launching can all save your brand from an embarrassing slip-up.
Double check EVERYTHING. If you think it’s perfect, check it again. Don’t breeze it, multi-task it or be ‘too busy’. And whether you get in an agency or just draft in friends and family, get a second opinion…preferably several.
Pretend to be the customer. Put yourself in their shoes, what do they want, what do they see – is it the same as what you the creator are seeing? If you’re unsure, a great thing to do is to make asking customers part of the campaign. Put up a Twitter poll and start a conversation.
If there’s any questions about something, be it font, tone, wording, color – don’t include it. If someone in your team noticed it, chances are it’s going to find the attention of one of your customers with an iphone and an Instagram account.
Get trial-runs before you put them in-store. This way you can take your time to check the design over, see it with fresh eyes and really find out what it would look like in real-time.
Ensure that the packaging matches the product, matches the audience. While it’s great to experiment, unless you’re rebranding your entire business it’s best to stick with colors and typography that your customers will recognize instantly; think outside the box but don’t fall off the map entirely.
Want help changing your packaging from a slip to a success? Get in touch with the team at BPAK and realize your packaging’s potential.