As you get closer to launching your product brand, it may feel as though you’ve waited your entire life for this moment. All of your blood, sweat and tears is about to pay off! But, do you fully understand the process of launching your product? Getting ready to go launch your product brand is an exciting and stressful time, and if it’s not done correctly, can cost you thousands of dollars and can potentially make or break you.
Package Design Rules
Packaging design is a functional expression of the brand. Function focuses on shipping, protecting, and presenting the product to your consumer. The design will create desire for the product within, deliver on the brand promise, and reinforce a consistent brand experience.
Build your Brand first
Many companies fail to realize the importance of a strong brand in addition to exceptional package design. A product can sabotage its own success when it’s not designed, created, launched, with a solid brand at its core. Read more about our Vancouver Branding Agency tactics for building brands
Define your product offering
How many SKUs do you plan to launch? Are there different flavours or types? How do they correlate with one another, and what is their hierarchy?
You might need the help of a package design agency, but you can begin assessing the complexity of the product offering and package to be designed. Develop a broad sense of this so you can communicate to your designer what you’re after.
Understand economies of scale & budget
Hash out your budget for branding and package design services, and decide what minimum quantity of product you will start with. Work with a manufacturer who can help you navigate materials and processes if you are unfamiliar. It is as critical to design within the realities of manufacturing and your budget.
What is the desired launch date? Do you know your manufacturers lead time for printing and shipping? These are things helpful to tell your design agency, as understanding processes that impacts timelines allows you to define a schedule and the amount of time you have to create your package design.
Do some research on the legalities of your product
Does the packaging have to sell, warn, or display? Do you need to apply for an NPN Number? What legal information must be represented on the package? Are you making health claims that you’re legally allowed to?
Canadian Packaging Regulations
Definitely read the Guide to the Consumer Packaging and Labelling Act and Regulations. You’ll want to understand the regulations around prepacked food and displaying certain mandatory information. All products are subject to general food labelling requirements and any labelling provided must be accurate and not misleading. Additionally, if you’re wanting to have certifications such as Certified Organic, you must obtain the Canada Organic logo from Certification Bodies accredited by the CFIA.
Don’t over-design it
When you start working with a package designer, you’re going to have the urge to put everything and the kitchen sink on your package. Don’t get too carried away with embellishing your product features or try and capture everything possible within the packaging design. Customers only have a few seconds to glance at your package, and it must be clear and have only the most important features called out.
It’s important to design product packaging that’s consistent with your brand’s purpose, personality, identity and values, and ensure all packages look consistent. Each interaction your brand has with a customer is an opportunity to reinforce your Zest Factor — make sure it’s consistent!
Be patient with your investment
Do things right the first time. If it takes a little longer to get the right package for your product, it’s worth the wait. Saving you money, headaches, and detrimental brand decisions.