Development and marketing of new types of packaging, Packaging...

Development and marketing of new types of packaging

Stages of packaging development. Strategies for packaging design

Many buyers choose a new product only for packaging, considering good packaging often as evidence of the high quality of its contents. Packaging is a kind of clothing of the goods. Like incorrectly selected clothes, distorting the face of a person, incorrectly selected packaging distorts the idea of ​​the product, creates a false picture of its qualities and properties. Serious miscalculations in the design of packaging lead to a decline in sales. Therefore

the development of effective packaging is approached with great attention; this is a laborious and expensive process. For example, in developed countries it usually lasts from a few months to a year and often costs hundreds of thousands of dollars. The quality of packaging design directly depends on the professionalism and education of artists, illustrators, photographers, engineers, technical specialists who were engaged in its creation, from the availability of modern technical equipment. When designing a package, the following basic requirements must be considered.

1. Packaging should ensure the safety of the goods during transportation and storage. It should have high mechanical properties, be adapted for transportation on various types of transport, be convenient for loading and unloading, adapted for storage in warehouses, to protect the goods from mechanical influences, spoilage, pollution. This takes into account the climatic features.

2. It is necessary to take into account the structural (characteristics of the material used).

3. The cost of packaging should be comparable, the cost of packaging should not be excessively high. However, there are goods (for example, cosmetics), the packaging of which can compete at a price with the product contained in it.

4. Packaging must meet the demands of the market, be aesthetically pleasing. It should reflect the image of the product from the point of view of the consumer. Its color, material, graphics and form should express the essence and purpose of the new product. This is especially important in connection with the fact that the first acquaintance of the consumer with the goods occurs precisely on the basis of text and symbols on the package.

5. Packaging should be informative. The graphic image on the package gives additional information about the new product: the methods of preparation, the storage system, the correct opening and closing techniques. It is important that the text is as short as possible.

6. Today, there are additional requirements for packaging - the packaged goods should not pollute the environment, and the packaging materials should be suitable for processing and further use.

The main stages of packaging development are presented in Table. 7.4.

Table 7.4

Stages of packaging development


Content of work

1. Development of the technical packaging concept

Definition of the main functions on which the packaging will be oriented (long-term storage, usability, etc.)

2. Development of packaging design

Finding the necessary technical solutions, materials. Technical packaging layout

3. Development of basic packaging technology

Designing equipment for packaging production

4. Development of the marketing concept of packaging

Marketing research of packaging. Deciding on the form, size, color, text and visual design, and the like.

5. Design based on the marketing concept

Design work. Creating a Design Package Layout

6. Testing the design packaging layout

Testing the design packaging layout of potential consumers and sellers of the product

7. Improvement of packaging production technology taking into account marketing and design developments

Making adjustments to the basic packaging technology

8. Final packaging testing

Packaging testing for all provided functions

Works, which provides the marketing service, are given in Table. 7.5.

Let us dwell on the most important points in the development of a new package in more detail. To begin it is necessary to decide on the strategy for designing a new package. There are following standard versions of a similar strategy: direct challenge, imitation, offensive, infiltration, defense. The contents of each package development strategy are presented in Table. 7.6.

Table 7.5

Stages of the marketer working on product packaging





Sources of required information


Defining the concept of the product

Formulation of hypotheses about the nature of consumption in the target groups.

Accounting for the conscious and subconscious desires of consumers.

Exploring competitors' products

Results of our own research and studies in the industry


Creating a product image

Research of emotional perception of a product by potential consumers.

Analyze the image of the manufacturer in the eyes of the consumer

Results of your own research and hypotheses



The choice of a general design concept (classic or avant-garde), the consideration of traditions in connection with the design of packages of previously released products


Identifying features for visualization

Selection of the associative series. Selection of visual material for visualization of expectations, associations, consumer desires

Results of studies of the perception of colors, shapes and volumes


Processing and learning of the collected material

Exploring colors and tonalities.

Highlighting elements that provide a transfer of mood, desires, emotions. Study of the graphic means used in the advertising campaign (which ones we want to apply in the packaging design)


Formulation of TK to the designer (working out of a package of a package by the designer)

Defining goals and priorities.

Formulating technical and aesthetic constraints.

Identify the information on the package. Issuance of TK to the designer


Evaluation of the package layout and selection of the optimal option by the marketing department

Individual packing assessment.

Evaluation of the packaging design in the corporate block. Evaluation of packaging design relative to competitors' products

Evaluation methods in the real world of a trading hall: accounting for possible lighting, layout peculiarities


Evaluation of the package layout relative to competitors by prospective consumers and sellers

Making changes to the package layout

Table 7.6

Basic packaging design strategies



Tasks for packaging design

1. Direct call

Confidently declare yourself as a better alternative to leaders. Direct challenge to competitors and their strongest brands

Identify the strengths of the design of the leading brands of competitors and improve their own style. Using stamps kamikaze

2. Simulation

Achieving maximum resemblance to the leader

Using similar, used by competitors, design techniques, proven design solutions

3. Offensive

The attack on the weaker positions of competitors and the displacement of weak opponents

Allocation of brands and corporate units with visual means

4. Infiltration

Using mistakes and omissions of competitors

Highlighting and demonstrating the advantages of packaging your own product against the backdrop of unsuccessful designer solutions of competitors.

Filling empty areas in the product line (size, shape, nature of use of the package)

5. Defense

Strengthening line items

Elimination of errors, design flaws, strengthening of the corporate unit

As a rule, if the new product itself has the highest level of novelty, then a revolutionary strategy is necessary for the development of packaging.

Next, you need to collect a fairly large package of preliminary information. To do this, packaging designers in the US usually use memos, which contain about three hundred specific and often difficult questions to help the customer determine the task of packaging and the specific details on which its success depends.

Such reminders are necessary for designers, as the design process is very complicated and it is easy to make a mistake, which you will later regret. Almost every time in the process includes a thorough analysis of competing products and deciding whether a new product will be like them or it is a completely new benchmark. It is necessary to have clear information about the benefits of the new product and about who and how often it will be bought. It is necessary to decide in which package the product will be produced - in plastic or cardboard, in a bottle or in a package. Depends on this choice of the picture, the ability to reproduce on the package certain colors and images. The appearance of the package also depends on details that are not directly related to design: from material, shelf life, terms of sale. The price depends on the chosen container and the conditions for its fulfillment, therefore preliminary estimates are necessary for design. At the earliest stage, the established requirements for ingredients, substances, instructions and warnings are taken into account. It is necessary to find out how the product will be unpacked, folded, exhibited and whether there are many packages on the shelf or only a few pieces. If the product of those that are bought impulsively, you can make a package that is convenient for hanging near the cash register, if it is one of the planned purchases, the packaging should be allocated from the mass in which it will be in the store. In which department and under what lighting will the product be sold, is also taken into account. Trade and design studies are often carried out directly in the setting of the store where the product will go. Home environment is no less important. How will the product be used in the house? How will it be distributed? For what room is intended and how much decorativeness from it is required? How often will the packaging be used? What anxiety should packaging eliminate and what desires to excite? And these are just a few of the highlights from the notes for developers and designers.

Next, they process the collected information and begin to create a packaging design concept. Development of the package design includes the development of its graphics (what will be on the surface of the packaging) and the development of its structure (physical form). Much attention is paid to innovative opportunities, since a fundamentally new type of packaging can contribute to a significant increase in sales. The packaging design should: allocate the goods on the shelf, bring the concept of this product to the buyer, ensure the correct positioning of the goods, be remembered by the buyer.

Creating a concept-design is a process of commercial creativity, as a result of which an original product is created that is not a means of expressing the developer and his worldview, fully obeying the goal of promoting the goods. This creative process requires control by marketers and psychologists, design options are discussed in focus groups.

The most important stage in the development of packaging is the technological part of the project. At this stage, technologists, engineers, designers create an industrial mock-up of packaging forms. With the participation of artists, graphic artists, photographers, art illustrations are created. It should be remembered that the packaging should be honest, and the product image on it should not be too embellished. Scanning and processing of pictures and photos are carried out. Final packaging models are being created, and layouts are prepared for production at the packaging company.

After the development of the package, it is tested. Engineering tests verify how much the package can withstand the usual conditions; visual tests - readability of fonts and harmonious color solution; dealer tests - how attractive and easy to use are the packaging of the company's dealers; Finally, consumer tests are designed to identify the reaction of buyers.

According to some experts, external processing takes only 13% of the time spent on creating a new package; 37% of the time takes the collection of market information; 40 - technical studies of materials, supplies, production and prices; 10% - persuasion of the client.

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