The Shape
Much can be said about the package’s outside
form. In this case, form does follow function
up to a point. Even though the content may be
small, item cost has to convince the buyer it
is worth the money to be used to acquire the
content. For that very reason, packages may
be larger than is needed to ascertain value
perception.
This value perception is a critical component
in packaging, never to be set aside in favor of
a lower design cost. Product worth is decided
upon by consumers based on first: what is
presented, and second: product performance.
The Message
Consumers want to be informed quickly and
to the point. They are intelligent to determine
what they need to know about the content.
Assurances have to be spelled-out and how
the product is applied and used that needs
to be detailed. When a shopper picks up the
package, half the job to sell has been
completed. Now the message needs to seal
the deal and complete the purchase.
Product explanatory text should be presented
in at least 10-12 point size fonts. Secondary
language in smaller fonts, to accommodate
foreigners, minimizes legibility and rejection
of the product.
The Image
Graphic design is the principle discipline
to combine all elements of text, photography,
and illustration, to place them within a restricted
and controlled space in an organized manner.
Packaging has to visually compete in store isles
and shelves to attract consumers. Brand name,
and packaging colors recognition is paramount
in successful marketing.
When done so, positive intimidation has done
its primary function.
