At Giant, we bring decades of experience to our packaging design projects, combining a strategic approach with creative flair. Here’s an expanded look at our 7-step process for delivering packaging that stands out on the shelf and aligns with your brand’s goals.
1. Project Brief: Setting the Foundation
Every packaging design journey begins with a thorough and well-constructed brief. Without this foundation, even the best design talents can miss the mark. We spend significant time upfront gathering critical insights from our clients, including:
- Target Audience: Who will be buying this product? Knowing whether you’re targeting teens, health-conscious adults, or luxury shoppers makes all the difference in how we approach design. Each demographic has different visual triggers.
- Product Attributes: What’s the most important aspect of your product that should be highlighted? Maybe it’s the eco-friendliness of the packaging, or the fact that it’s gluten-free or rich in protein. These need to come across instantly to the buyer.
- Market Vision: We also dive into how you see your product positioned in the marketplace. Is it a value item, or a premium choice? This will affect everything from color palette to material choices.
- Brand Identity: Do you have an existing brand identity (logos, colors, fonts) that the packaging needs to align with? If you already have branding in place, we ensure the packaging fits seamlessly into your brand’s ecosystem. If this is a new product or brand, we can assist in creating the visual identity from scratch, including logo design, color schemes, and typography that resonate with your target audience.
Getting the brief right ensures that our team and yours are aligned before any creative work begins.
2. Understanding the Product: Going Beyond the Surface
Once the brief is established, we focus on a deep dive into the product itself. This involves more than just knowing what’s inside the packaging—it’s about immersing ourselves in the category.
- In-store Research: One of the first things we do is visit stores (or online marketplaces) to observe how similar products are displayed. What works well? What fails to grab attention? We photograph and analyze competitive products to identify opportunities for your packaging to differentiate itself.
- Product-Specific Challenges: Every product has its unique challenges. For instance, fragile items require protective packaging, while perishable goods may need materials that ensure freshness. Our goal is to craft packaging that not only looks great but also serves the product’s practical needs.
3. Knowing Your Target Audience: Designing for Your Ideal Customer
Understanding your target audience isn’t just about knowing their age or gender—it’s about getting into their mindset. Our research goes deep into buyer behaviors, preferences, and aspirations.
- Behavioral Insights: Are they impulse buyers, or do they carefully compare products before deciding? Packaging for impulse buyers might require bold, attention-grabbing designs, while more deliberate buyers may appreciate detailed product information and subtle sophistication.
- Emotional Triggers: Different colors, fonts, and imagery evoke different emotions. Bright colors might appeal to a younger, more energetic crowd, while earthy tones may resonate better with eco-conscious shoppers. We tailor designs to connect emotionally with the right audience.
4. Choosing the Right Channels: Adapting Design for Different Retail Spaces
Not all packaging lives on the same shelves or platforms, and it’s crucial to adapt the design to its environment. Where and how a product is sold affects every aspect of its packaging:
- Physical Stores: Products displayed in a crowded store must pop off the shelf, drawing immediate attention. This might mean using high-contrast colors or unconventional shapes.
- E-commerce: Online shoppers rely more on the visual hierarchy of product thumbnails. Clean, minimalistic designs often work better in this space, where the packaging must look good in a small, digital format. Additionally, protective packaging is crucial for items shipped directly to consumers.
We consider all possible sales channels, from boutique shops to big-box retailers, ensuring that the packaging is effective across the board.
5. Learning from the Competition: Standing Out in a Crowded Market
We believe in smart competition analysis. By understanding what others in the market are doing, we can ensure that your product doesn’t just blend in with the crowd.
- Avoiding Mimicry: While it’s tempting to emulate successful competitors, we aim for differentiation. Consumers should be able to tell at a glance that your product is unique.
- Leveraging Gaps: We look for gaps in the market—areas where competitors are lacking or underperforming—and design your packaging to fill those gaps. Maybe the competition uses bland colors or doesn’t communicate the product’s eco-friendliness; we’ll ensure your packaging capitalizes on those missed opportunities.
6. Establishing Design Hierarchy: Prioritizing Key Elements
Design hierarchy refers to how different elements on your packaging are prioritized visually. This ensures that the most important aspects of your product come through clearly and immediately.
- Principal Display Panel (PDP): The PDP is the front-facing part of your packaging, and it’s often the first thing a customer will see. Depending on your product, we’ll determine whether the brand name, product name, or key benefits should take center stage. For example, if your product is high in protein, we might make that claim prominent.
- Supporting Information: Other important details, such as instructions or certifications, are typically placed on secondary panels, keeping the PDP clean and focused on driving the sale.
7. Inspiration Beyond the Category: Thinking Outside the Box
The best packaging designs don’t just borrow ideas from similar products—they pull from unexpected sources. By looking beyond your category, we can find innovative design solutions that make your packaging stand out.
- Award-winning Designs: We regularly review design awards and success stories from industries like luxury goods, technology, and even fashion. What makes these packages unique? How can we apply that to your product?
- Cross-Category Inspiration: A luxury perfume’s sleek design might inspire a high-end chocolate box, or an innovative tech product’s minimalist approach could influence packaging for health supplements. Thinking outside the box leads to more creative and memorable packaging.
Science, Art, and Experience
At Giant, we know that packaging design is a delicate balance of science and art. It requires deep research, careful planning, and plenty of creativity. Our team has the skills and expertise to bring your product to life on the shelf—or online.
Want to elevate your product’s packaging and drive sales? Contact us today for a no-obligation consultation.
