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Stand Out, Be Simple & Connect

By Nabamita Chatterjee | October 11, 2017

Designer People, the ace packaging design company has recently completed many innovative projects in the FMCG segment. Megha Malik, Co-founder and Creative Director, talks about various nuances of packaging design which also plays a great role in planning the in-store marketing solutions of any brand.

How do you think packaging of any FMCG product helps in designing the brand’s in-store promotions and communications?

At Designer People, we study the global trend and intellect of CMO Network across the globe and evolve with best of the creative design solutions. There are lots of Biomotive triggers, and we have identified some key combinations that are interconnected. These are – ‘Stand out’ - Just covering the shelf and shouting louder than everyone else won’t cut it. Like, you can’t miss Nexxus on the shelf, because the cusp shapes in the logo attract your eyes and thus stand out on the shelf. ‘Be Simple’ - Simple design is more effective. In a busy, visually agitated market, we so rarely experience moments of visual or auditory calm that we gravitate toward it. ‘Pass the five-year-old test’- If you can describe your brand to a five-year-old, send them to a store to find it, and actually get it, your packaging creates an iconic connection. Consumers will come back week after week looking for it. The key to this stickiness is a distinctive brand mark. For example, you could tell a five-year-old, to get the blue pack with the big black and white cookie splashed in milk, and he will return with a package of Oreos. ‘Trigger emotional engagement’ - Consumers act when a brand makes them feel something. When someone looks at you, you’re compelled to look back to determine the nature of the attraction. That’s your survival instinct at work. For this reason, there’s nothing more powerful in packaging than eye contact. The next time you’re in an aisle, notice how many packages bear photos of people that don’t make direct eye contact; they’re looking away, or slightly past you. ‘Create iconic assets’ - . The best packaging creates a series of visual equities, a sort of tool kit that can be transferred to every form of consumer communication.

Tell us briefly about the key wins of Designer People in this regard.

Designing packaging solution is multifaceted in nature, all aspects should communicate well to build appropriate communication. Brand packaging has implications on long headed brand strategy, hence all aspects must be implied and dealt with, right from beginning to its finish line to figuring out how viable it is for final production. It just should not be innovative but cost effective, sustainable yet easy to procure.

What is the latest trend you see that’s catching up with in-store branding design per say and how effectively does the brand’s use the packaging dynamics to layout the pop items and in-store solutions for their variants?

Packaging is derivative of its brand’s philosophy. It takes lot of brand elements join hands to form a brand as whole. It should revolve around the story imprinted in consumers’ subconscious mind. Packaging design impacts the consumer at the point of sale as well as at the point of using the product. It becomes a part of the consumers’ experience and influences the buying decisions for future. The overall experience while opening the packaging and experience while using the product, can create an emotional bond and reinforces brand value. 

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