Where do you give a packaging design concept your final approval - is it in your office or in the store environment?
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Miriam H.
Chief Creative Officer, 3H Communications
Best Answers in: Graphic Design (2), Branding (2), Advertising (1), Business Development (1), Packaging and Labeling (1), Product Design (1)
Hi Dale
Packaging design is a process. Packaging designs that are provided to a client, even at at the very beginning of the process should perform at store level. We place our package design in plan-o-grams in a store environment, when we present to clients. They see actual mock ups of the design and at the same time, how that design performs at store level. We also recommend research at the end of the process, prior to the final decision. Hope this answers you question!
Julie M.
Art Director at Julie Meyer Graphic Design, actively seeking new graphic design opportunities.
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Dale:
Based on your question, I would chose the office, but in reality the office could be so much more. When completing a package design, so much planning and conceptualization go into the process that it defines the final results. Marketing may start the process, design creates the concept, legal approves the claims, and manufacturing test runs the concept.
As Miriam Hara stated: plan-o-grams and mock-ups are used for the client approval in the process. I could see the client as the final decision maker in this example.
However, when the client is internal and the manufacturer is producing the product the final decision maker is most likely to be the account manager from the marketing department.
Beth M.
Creative Department Unlimited
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I do many package designs for clients, and we always incorporate professionally printed mockup packaging for display, showcase, or testing at the start location for that item. From there, response and feedback collected gives us the data needed to make any necessary adjustments to the packaging before printing and distributing in the thousands or millions of units.
It depends on the role that you are playing in the process. As an approver of packaging design concepts, the process included concept testing with target consumers. This is usually a closed research environment asking consumers how they believe they would respond to certain concepts. The best way though is to test at the store level if that's the ultimate location. This testing can also be done through market research/shopper marketing techniques using a simulated or real store environment..
However, I believe many, especially smaller budgeted products' package design concepts are decided at the office by the product/brand manager. Her decision should be based on her deep understanding of consumer insights such as purchase behavior triggers.
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Christine H.
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