Brand Consistency is Key, Just Ask Your Brain<\/a>, <\/em>I discussed the human brains love of patterns.\u00a0 The brain uses patterns as a coping mechanism to handle the influx of infinite information it intakes everyday.\u00a0 As a result, when those patterns are broken, the brain becomes confused.\u00a0 Make life easy for consumers.\u00a0 If you are creating a line of packaging make sure your positioning of elements is that same across all packages.\u00a0 Ensure font sizes and hierarchy of information remain consistent.\u00a0 Use color as consistently as possible, and try not to use more than 2 font types prominently.<\/p>\nDon\u2019t be arbitrary:<\/strong>\u00a0 Everything you do on a package should have a purpose, either to encourage the purchase decision, or to make the consumers life easier or more enjoyable when they get home.\u00a0 Arbitrary use of color of color is a big no no.\u00a0 Color\u2019s have symbolism as do shapes and fonts, and they all cue a certain style or emotion.<\/p>\nDo stay true to your identity:<\/strong> Often times when brands introduce a line or a brand extension there is a natural tendency to go renegade.\u00a0\u00a0 Marketing teams get caught up in the excitement of their new product and how it breaks the mold, and in turn they violate their packaging design language.\u00a0 When introducing a new product refer to your core packaging elements (the ones that are ownable to the brand or product) and keep them consistent on the new SKU.<\/p>\nDo imagine the context:<\/strong> Design viewed out of context is a dangerous thing.\u00a0 If you aren\u2019t viewing your packaging in an environment akin to the one your consumers would be viewing it in, you are doing yourself a disservice. How does your package look and perform next to your competitors?\u00a0 Does it stand out?\u00a0 Is it too similar and undifferentiated?\u00a0 Does is reflect the values of the category?\u00a0 In order to make an informed design decision (and not one of taste) your packaging design should always be viewed on the store shelf\u2026even if it\u2019s a virtual one.<\/p>\nDo trust the designer:<\/strong> As a marketing professional working at an agency, I am constantly caught between the client and the designer.\u00a0 The client, rather than questioning a design element, may quickly jump to \u201clike\u201d or \u201cdislike.\u201d\u00a0 However, there is always a method to the madness and all design elements have been carefully selected to meet an end goal.\u00a0 So if you see something you are uncertain about, question the reasoning, not the taste level.<\/p>\nAnd if you want to score major points for being the best client ever DO have a creative brief complete with approved copy points.\u00a0 Our designers will love your forever!<\/p>\n","protected":false},"excerpt":{"rendered":"
Want to be the next Dieline Award winner of 2012?\u00a0 Well, here are a few sure fire ways to make sure your packaging hits it big and doesn\u2019t make it…<\/p>\n","protected":false},"author":2,"featured_media":992,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[62,36],"tags":[],"class_list":["post-991","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-miscellaneous","category-package-design"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/251.jpg",450,446,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/251-150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/251-300x297.jpg",300,297,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/251.jpg",450,446,false],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/251.jpg",450,446,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/251.jpg",450,446,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/251.jpg",450,446,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":19,"uagb_excerpt":"Want to be the next Dieline Award winner of 2012?\u00a0 Well, here are a few sure fire ways to make sure your packaging hits it big and doesn\u2019t make it...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/991","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=991"}],"version-history":[{"count":1,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/991\/revisions"}],"predecessor-version":[{"id":993,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/991\/revisions\/993"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/992"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=991"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=991"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=991"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"251\"](\"https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/251.jpg\")
<\/p>\n