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Biabeag review of what is packaging design
1. What Is Packaging
Design?
by Giles Calver
review by Biabeag.com
@keithbohanna
Monday 25 July 2011
2. “..extracts from the book are shown in
bold”
my interpretation:
a brief commentary on them is in plain font.
The book contains a lot more than is shown
here and is well worth a read in full.
Monday 25 July 2011
4. “..with the prominence of branding,
packaging is often the living
embodiment of a brand’s values and
personality”
my interpretation:
Your packaging is what a consumer sees
the most of - so make sure it accurately
represents what you are
Monday 25 July 2011
6. my interpretation:
Packaging is important - but only part of
the overall picture.
If you don’t have a good grasp of the core
elements of your marketing messages and
branding positioning your packaging won’t
make much difference
Monday 25 July 2011
7. “Types of Brands
* Master - based on a powerful
proposition or myth
* Prestige - best in class
* Global - as it says
* Tribal - provide an individualistic
alternative
* Super - more category than myth
Monday 25 July 2011
8. my interpretation:
Where your brand belongs in this list has
an impact on how you develop your
messaging and design.
You know where you want it to be, even if
you have never consciously made the
choice
Monday 25 July 2011
10. my interpretation:
Your Packaging has only one goal - to sell
your product.
The design - a combination of the visual
elements and the text - should be rigidly
focused on that.
Monday 25 July 2011
11. “The central message refers to the main
persuasive issues or arguments..
the peripheral message refers to all other
tangential elements...”
Monday 25 July 2011
12. my interpretation:
You will have difficult choices to make -
deciding what are the key 1 or 2 reasons
why a consumer purchases your product/
brand and ditching the rest in the
packaging design
3 is the absolute limit - this is already too
many messages for a consumer to scan
Monday 25 July 2011
13. “a brand becomes a compound of
tangible and intangible values, the latter
being formed in consumers minds
it is very important to define your
intangible values...packaging design
can..portray these..”
Monday 25 July 2011
14. my interpretation:
If you are a start-up your brand has no
heritage so consumers start from scratch in
sub-consciously deciding what the brand
stands for.
They will take a lot of their cues from the
packaging and if you get it wrong your
brand will suffer and you will loose control
even faster
Monday 25 July 2011
15. There is a lot more in the book - if you are a
artisan or local food producer who cares
about branding then go buy it.
You can find me on www.biabeag.com
amazon link, non-affiliate
http://www.amazon.com/What-Packaging-Design-Essential-Handbook/dp/2880466180
Monday 25 July 2011
