Part of why I love working here at Jackrabbit is that, as a Project Manager, I get to dip my toe into lots of different things, like packaging design projects.
From websites to animations, to printed pieces, our work runs the gamut, and I am lucky enough to get to witness our design and development wizards work their magic on all of it!
But of all the types of projects I work on, I’ve loved learning all the idiosyncrasies of the beast that is packaging design. As it turns out, you don’t just put pretty pictures on the box / can / bottle / bag / [insert 8,000 other possible dimensional package types here] and it appears on the shelves at Walmart the next day. Say what!?
As a process nerd (all about those spreadsheets!) I’m fascinated by all the factors and players that go into a successful packaging design project. This post outlines a few key aspects of a packaging design project that you should think about upfront for success.
Content is King
And he rules with an iron fist, especially when it comes to packaging. Taking a content-first approach to these types of design projects is critical given all the regulations that agencies put in place around product labeling. For example, the Alcohol and Tobacco Tax and Trade Bureau for beer, wine, and spirits, and the Food & Drug Administration for food and beverage, have strict guidelines for what you can (and can’t) say on your packaging, how large or small things need to be, and where you can place certain information—the list goes on.
Given this, the packaging is an area where knowing the rules of the game is not only critical but could also be costly. Not abiding by their rules could mean fines or costly reprints. Sifting through this information on these agencies’ sites can be daunting, so here are a few of their best resources for versing yourself in the red tape:
- Food labeling guide (FDA)
- Topic-specific labeling information (FDA), covers “gluten-free” and other claims like “natural”
- Handy breakdowns specific to labeling specific types of alcohol, these serve as good quick reference guides (TTB):
- Up-to-date timelines around how long it takes the agency to process label applications (TTB)
Know The Players
Understanding the capabilities of your packaging vendors can open the door to a number of opportunities in packaging design. Hot stamping, cold activation! Embossing, debossing! You’ve likely not even heard of half the things these vendors can do, so ask! Conversely, understanding their limitations can also help you avoid common pitfalls along the way.
On an ideal project, we love to be involved from the very beginning to help you identify the right vendors with the right capabilities to really MAKE IT POP! While there are thousands of packaging vendors out there, here are a few that we’ve crossed paths with:
- Dion Label Printing, Inc.
- Fox Tag & Label, A Resource Label Group Company
- Inland Printing
Location, Location, Location
Oh, you’ve heard this one before? Well, it’s worth stating again! Thinking about the product setting can be a really helpful exercise in informing design decisions. Let me give you a few for-instances:
- Are there key competitors that will appear alongside your product? How can we make your product stand out visually?
- Do you know the angle from which consumers will approach / view your product? Is this something you’ll even have control over? If not, we’ll consider how to present key product information from all possible viewing angles.
- Will anything restrict how close the consumer can get to your product when making a buying decision, like a counter? If so, we’ll think about the readability of key details from a distance.