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Your Food Packaging Is Your Most Important Marketing Vehicle

Here are the questions to ask in starting a food package design


Here is a before and after of packaging design for Tropicana Orange Juice

Here is a before and after of packaging design for Tropicana Orange Juice

5 Tips for Great Food Packaging Design

While the primary function of food packaging is to protect your product, the primary function of food packaging design is to attract. Your package is your brand ambassador - it should sell itself. This means you need to have a strong brand identity and packaging that communicates information about your product clearly, concisely, and relevant to your target audience.

Here are 5 Tips for Food Packaging Design that works:

Know your Brand Identity

How will your packaging portray your product positioning ? Your packaging often is a consumer's first point-of-contact with your product. When developing your food package design, you must have a clear understanding of your brand.

What is your product? How is it different from similar products on the market? Who is your primary target customer? What is your company philosophy? These are all important questions to have answered to ensure your package design is consistent with your brand identity, as they will help determine the colors, size, shape, and materials used in your packaging. New product launch requires that your packaging communicates clearly your company name, logo and your brand messages are strong and clearly communicated on the packaging.

Design with Form and Function A food packaging designer balances the shelf appeal (design and messaging) as well as the functional as aspect of food product safety and protection on the grocery store shelf. It is imperative that when you ship your product to a customer, distributor or retailer, it arrives in the same condition as it left your factory or warehouse. Grocery retailers will send you a invoice or deduct from your invoice the cost of damaged product in their stores.

Food packaging has to carry a clear message of features and benefits that are easy to see and understand: you only have 1/10th of a second to get the consumers attention as the as they shop the grocery aisles! The Food and Drug Administration has Food Labeling Guides the dictate both numerous aspects of food packaging design, both from a functional standpoint and how you can create approved health claims and your nutritional fact panel.

The next step is asking the Key Questions for Designing Better Food Packaging.

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