Packaging / label design

Package design is a key element in consumer branding. It allows products to stand out on the shelf, attract attention and motivate customers to purchase in a highly competitive market. In turn, label design is one of the stages of packaging creation. It is often associated with the development of an original form of packaging - shaping. In a number of categories, such as spirits, brand success depends on the integrity of the design concept embodied in the label and bottle shape.

In the consumer goods industry, packaging is an integral part of a brand - it is the main identifier that makes a product desirable and recognizable. There are several stages of interaction or "communication" of the packaging with the consumer, as well as several main functions that it performs at the same time:

1) "Attraction"

Every modern customer, having come to a store, finds himself under the attack of a huge amount of information - around him are shelves with a wide variety of packages, different manufacturers, shapes, sizes and colors. Considering that the shopping list is usually rather large, we spend from a few seconds to a couple of minutes to select each item. That is why the moment of customer contact with a new brand is very short. And only in the case when the packaging design is noticeable in the environment of many competitors, can we talk about performing the first function - to stand out, attract attention, arouse interest.

2) "Acquaintance"

After attention is attracted and the product is in the hands of the buyer, the stage of acquaintance with the product begins. Given the presence of dozens of competitors on the shelves, it will not be long-lasting either. Therefore, the next task is to convey to the consumer the most important information about the brand and product as short, clear and structured as possible. This information can be emotional and functional. Thus, the packaging design and its individual components (logo, illustrations, product image, color, font and compositional solutions) are evaluated by the consumer rather from an emotional point of view, with their help it is possible to convey the target brand associations. For example, the design of the packaging of a dairy product or mineral water most often exploits the feeling of naturalness and environmental friendliness, while the design of the cognac label reflects status and traditions.

The “functional” part of the package is the data that the consumer analyzes at a rational level. This is information about the manufacturer, place and date of production, shelf life, the presence of preservatives, the number of calories, etc. Despite the technical nature of this information, its presentation can also significantly affect the experience of getting to know the brand. Therefore, the development of packaging design always implies a layout in which information that is significant for the consumer and forms a positive brand image comes to the fore.

Accordingly, the second function of packaging at the acquaintance stage is to be informative and form a positive brand image .

3) "Dialogue"

If the acquaintance turned out to be successful and the consumer made a purchase, the third stage of interaction begins, which can be conventionally designated as "dialogue". Often, after the purchase, we begin to consider the product in more detail: we notice new design details, read the texts more attentively, and delve into their meaning. When the packaging design is built with this stage in mind, you can often find interesting details on it that are invisible at first glance; any texts and facts that reveal the brand's legend. It is these details that allow the brand to build a dialogue with the consumer.

The function that is pronounced at this stage is to communicate with the consumer, revealing interesting details.

4) "Recognition"

Finally, if the packaging design is done correctly, and the brand has managed to build a dialogue with the consumer, having won his sympathy, the stage of re-purchase becomes relevant.

If at the first stage of communication with the consumer uniqueness is important for attracting attention, then for a repeat purchase, the uniqueness and recognizability of the packaging becomes even more important. Here, by uniqueness, we mean: a) the presence of unusual author's findings in design; b) avoiding well-established categorical stereotypes and the possibility of differentiation from competitors.

Thus, the final function of packaging design is to show individuality and be recognizable.

In conclusion, we note that the listed features are just the tip of the iceberg. All the intricacies of this process are revealed only when working on a specific task, because the work of a designer is akin to the work of a stylist who creates a unique image that reflects the individuality of the owner and attracts the eye.

Label design can be called a separate genre within such a direction as packaging. If the development of packaging design assumes the ability to work with its entire surface, then in the case of label design, creative possibilities are often limited by its size. In order to make the dialogue with the consumer as informative as possible even with these restrictions, the designers propose unique forms of packaging and develop original label cuttings. Another way to make your label design original is to apply it to unusual material. It is only important to remember that his choice should be dictated not only by the criterion of uniqueness, but also by the degree of compliance with the brand concept.

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