Which requirements must a good design company (packaging) meet?
When looking for a good Design company in the packaging industry. Where does one look for? How do you compare different ones?
Good Answers (3)
Dear John,
There are a number of issues that need to be considered.
Choosing the consultant
The work: do you like the work? This does not have to be a rational answer as choosing one brand over another is seldom a rational decision (that tends to come later)
Reputation; look at the brands they have worked for and or created
Breadth of experience/track record in the particular markets or sectors
Demonstrable ROI
Demonstrable knowledge of your business or sector
Design Effectiveness Awards (rates UK based firms and others www.dba.org.uk)
Dedicated team for your project; their experience and reputation
How important is face time for the project and the relationship? Could you work with a company on the other side of the world in a lower cost economy?
Do they have the required infrastructure depending on the scale of the project
Word of mouth recommendations/client testimonials
Work flow; can they demonstrate how design iterations will be tracked and managed?
Ask yourself; can I work with these people as the relationship, by definition, will need to be long term and intimate
Passion, drive and business acumen
Cost effectiveness
The brand/product (the project)
Are you clear on what the product delivers, what it stands for and for whom?
Scale of the project (multiple markets, categories, size of range)
Is there naming and brand strategy required?
Is it a re-brand/refresh of an existing brand?
What is the intended positioning of the product/brand? What background material can you provide to back this up? Has the brand proposition been field tested?
Who are the competitive set and where does your brand sit within it.
How is the brand currently promoted if at all?
Pitching
Most organisations will these days opt to pitch the project to a short-list of agencies/consultants. This can take the form of either a credentials pitch or a creative pitch or a combination of the two. Creative pitches will tend to have a fee attached depending on the final worth of the project. Most quality agencies will offer initial advice/informed opinions about the brand at this early stage to reassure you that they understand your business and want the work. I would not however recommend pitching if the project is small. That said, pitching is a great way for clients to clarify their brief to the chosen consultant and for the consultant to have the opportunity to really get under the skin of the client and the project in a low risk environment.
Jeffrey S.
Marketing, Creativity, Innovation Manager
Best Answers in: Education and Schools (1), Staffing and Recruiting (1), Business Development (1), Organizational Development (1), Software Development (1)
For me the most important thing would be how their style fits with the style of what you're selling. If you're selling a premium product make sure that the firm has experience in designing for high-end clients. If you're targeting a youth market make sure that the firm has demonstrated that they can reach that audience.
Of course, the firm should have some experience in package design, but that's not always necessary. A good printer and production manager can help designers translate their designs into 3D. If you find a designer whose aesthetic you truly believes fits what you need, then go with them. You can always have them design the look and feel of the package and hire someone else to produce the mechanicals for the printer if necessary.
Do be wary of designers who only have web experience as there are print related issues that need to be addressed.
I think the company needs to have a branding process to determine who is the target audience, who is the competition for your product, etc. Take a look at our process i have listed below - using this has allowed us to create great packaging that is very successfull. to our credit we have just won the 2009 Package Design Magazine's Design Makeover.
Estudio Ray is featured on the cover of the magazine’s November issue, with the winning packaging concepts showcased inside, along with other examples of our packaging.
http://estudioray.com/ESR_Makeover_Challenge_Winners.pdf
Links:
More Answers (2)
Here is a white paper for reference.
Links:
While good creative is the known "essential" in selecting a packaging partner, finding a firm who has a dimensional thought process can be just as important.
