Gazing upon your creative team’s quote for new packaging design can be a lot like grabbing hold of a live electrical wire—either one can make your eyes bulge, your brow sweat and your chest pound.
Calm your beating heart. We have five ways you can insulate yourself from the perils of sticker shock while ensuring that your packing design crackles with aesthetic electricity.
Shock Absorber 1: Acknowledge the Power of Packaging
Keep in mind that truly effective package design requires time, effort and a reasonable budget. Avoid looking for a fast, cheap, easy way out. Packaging is often the first point of contact with your customer. And you’ll never get a second chance to make that first impression count.
Shock Absorber 2: Get Everyone on the Same Packaging Page
Make certain you have clearly-defined goals for the packaging project, then share those goals with your creative design team. If success isn’t defined—or ways to measure success aren’t established -- then pricing the design work is pure guesswork.
Shock Absorber 3: Establish a Common Set of Values
First, let your design team know that you recognize the inherent value of effective packaging in terms of gaining consumer attention, building brand appeal and stimulating sales. Second, offer them a price range that you feel is appropriate for the project, while remaining open to their counter proposal. Somewhere in between you’ll generally find the budgetary sweet spot.
Shock Absorber 4: Pick the Right Packaging Partner
Does your creative team ask insightful questions before presenting their fees? Do you sense that you’re talking to experts who know package design? Do you believe that they understand your current situation thoroughly? Are they honest and hard-working? The right partner empowers you to answer yes to these questions while saying no to sticker shock.
Shock Absorber 5: The High Price of Procrastination
It’s easy to put off creating new packaging. Budgets are tight. You’re busy. And there’s always
tomorrow. But the opportunity to accelerate your brand is now. Spend too little on package design and you risk achieving disappointing results. Delay the project until next year and you risk stagnating sales.
But the right team executing the right plan for the right price can help you burnish your brand and boost sales right now. And in that way, new packaging can help electrify your entire marketing campaign—without the sticker shock.
In the world of popular music, if you want to have a hit song, first you need to form a rock band.
Likewise, in the word of consumer products, if you want to have a hit package design, first you need to form a marketing band—each band mate with his or her own special talents and responsibilities.
A Five-Part Arrangement
Rather than a lead guitarist, rhythm guitarist, bassist, drummer and singer, your package design band requires five very different players to create a harmonious packaging launch.
Marketing Manager or Product Manager
This is the point person for all forms of communication regarding the project—including communication between the in-house marketing manufacturing team detailed below, the in-house creative department and any outside vendors.
The folks involved in researching and developing the product should have a say on its packaging. They might ask: Does the bag or box have the proper room or protection for what’s inside?
Your sales people often have critical information on how the product is merchandised to the consumer. This may, for instance, impact the hierarchy of information on the package.
Production or Operations Manager
It’s critical that your band have someone responsible for ensuring the packaging goes through the fulfillment process efficiently—making certain that it fits into master cases, on pallets and in shipping containers.
This is your hit-maker: It’s the person ultimately responsible for saying “yes.” Bring them into your jam sessions early and often.
In Tune with Your Needs
With everyone playing his or her part, your package design band will be well positioned to crank out a hit.