With the stock market plummeting, and a recession looming over our heads, more and more companies are beginning to realize that they can't sit back and hope that their current products will have the same selling power as they did in the past years. Smarter companies are realizing that it's time to evolve their package design, and give their brand a fresh new look that will be able to survive in this new turbulent market.
Here are 5 things you can do to help give you the edge and make sure your packaging is sending the correct message to the correct audience:
1. Reevaluate: Take a look at your product as if you're looking at it for the first time. Consider what has been working and what hasn't. Think about what in hindsight you wish you would've done on the first time around. Next have everyone at your company make a list of all the elements on your package, and rate them on a scale of 1-10 on whether or not they think they are effective or unnecessary.
2. Research: It's good to have friends and family give opinions on your product, but a better option is to have a professional outside source test your product. There are several companies that specialize in consumer testing, such as http://www.roadmapresearch.com. Having an outside source evaluate your packaging will cost more, but the information you will get from them will be more thorough and unbiased, and will potentially be a good return on investment.
3. Evaluate the Competition: The best way to see what's going on in the marketplace is simply to go check out the competition on shelf. Bring a camera and snap shots of whole shelf sets so that you can sit down later and evaluate what elements of your competition seem to be working and which aren't. See what colors are popping, and what colors are blending in with everything else. Take a look at the national brand and see what product benefits they are highlighting and which they are deemphasizing. A good place to start is to research websites such as http://www.fastcasual.com
4. Innovate: Review the trends that are going on in your industry. Research trend websites, such as http://www.twitter.com to stay up date with what is going on in your industry. Is your industry moving in a new direction that you're not following? Are there new innovative ways to change your packaging that will make it easier to find, store, consume, or carry? As an exercise, imagine that you had a limitless budget for this redesign, and think about what you would do to your product if that were the case.
5. Implement: You can't do it on your own. You'll want to find a design company that will get to understand your product and know what it takes to get your packaging on track to bigger sales. You may want to evolve your product so that loyal consumers will still be able to recognize you on the shelf, or you may want to revolutionize your product and target a new consumer.In either case, a good place to start is getting ahold of us at www.elevatecreativeinc.com for a quick, no obligation quote for your new design.