Today, we are on our last segment for The Method Method series and we are going to delve deep into packaging designs that align with your brand. So, what makes a good design? What makes a package design pop against the sea of options? What do I need to consider when designing packaging?

The secret to designing packages is to go beyond thinking outside the box and reimagine that box altogether. You’ve got a split second to catch the eye of a consumer with a billboard as a car speeds down the highway.  In retail, you’re competing for attention with kids, coupons, sample tables, and about 40-150 other brand labels. So, what compels a consumer to stop and glance at a package, even before they are close enough to read the label? It all comes down to the design elements. From color and font choice, to how the product is being displayed. Like most arts, package display is truly a science and in order to nail the formula, you’ve got to have a strategy.

With all the design elements involved, we have patterns, color, fonts, images and shapes, how can we control the chaos? So here’s a trick to follow, when you look at a package, squint your eyes and the first thing you'll see will be the first thing a consumer will see from their peripheral and rushed perspective. It’s important that whatever they see first is the leading message that will make them pause and redirect their attention to you. This can be words or images.

There’s a lot of stuff that has to make it on a label.  From legal requirements, to just value-added information the consumer needs to know.  So, how do you get it all on there without looking like a 3 year old’s collage project? GRIDS… Not only do grids allow you to create proper spacing, but by using grids you can actually get more stuff on the label while still feeling less cluttered. Understanding this invisible grid is the difference between stunning packaging and cluttered packaging.

In this book, Eric and Adam talked a lot about how design was part of their brand promise.  And because their identity includes passion, adventure, curiosity and being a Rule Breaker, they had to find a way to deliver package design that embraced their core identity. They further explained that their brand identity was part of the core values. It was just as important to them to have something that was sustainable, as it was to have the newest, the latest and greatest in design. And that was part of who they were. And because of that, it put their design to the forefront, as an industry leader in packaging and design.

So what are some best practices that a brand can implement to make sure that changing their packaging is an evolution and not just a pivot to something that's going to clutter the brand or be unrecognizable. Well, in terms of keeping a brand focused and determining if the changes are in the right direction, it needs to be in line with your established brand identity. Why? Because your identity not only tells you what about your brand needs to be expressed, but also what your ideal customer needs to hear. Understanding the buyer’s psych, especially the pain points is crucial to creating copy and design that converts.

Another thing to look into is consistency. By curating a style guide and having a system in place, this will anchor your brand and design. This goes beyond just a logo. A good style guide has a logo, submarks, patterns, fonts, and color palates and instructions on how to use them. To take it a step further, having a visual brand strategy is an even better way to make sure you are communicating a message consistently with your visuals across all platforms.

And you have to understand where trends can be helpful to your business and where trends can neglect your business. But one thing we always look at when creating your brand identity is creating something that's going to be timeless.  It’s okay to leverage a trend as it pertains to your brand, but your visuals should be anchored in your identity, not the season’s trending colors.

There is a BIG difference between being on trend and being on brand. And if you're solid in what your brand is, you'll know what kinds of trends you could incorporate small pieces of and which ones you should stay away from.