Let creative package design help you stand out in a crowded marketplace.
The ability to dominate a retail space with great package design is essential for product survival. Here are five critical packaging guidelines that the music industry can learn from other consumer categories.
1) Always consider where the package will live.
The first and most critical exercise is to visit the often-cluttered retail landscape where your product will be sold. It will be obvious that brands do not have powerful graphics and a thoughtful presence will be lost to consumers.
Walking through a supermarket is a useful way for musical instrument and equipment manufacturers to hone their packaging senses. This is a space where thousands of brands shout for your attention–mostly unsuccessfully–lost in the vast sales landscape. Observe the colors, graphics and materials; consider which packages succeed in capturing your attention.
2) Keep it simple.
Apple is the standard for elegance and simplicity in packaging design. The stripped down nature of the design does not diminish the brand–it becomes the essence of the experience. The packages are displayed with a clean product photo and a logo–most packages don’t even have the product name. Excitement and anticipation are some of the emotions customers feel when they open the box. An overabundance of words and graphics will not add to the selling experience.
3) Communicate your brand value.
Shinola watches are extraordinary, high-quality products. The upscale brand embraces an old-world philosophy of handcrafted excellence. The watches are built to last. The packaging design is stunning and reflects the brand promise. A wooden box with the logo branded into the front presents the watch in a worthy setting. Included in the box are a small can of leather balm for the band, an identity card with the name of the craftsman who assembled the watch and a well-designed product catalog nicely hidden in the lid. It is a joy to open, and the buyer will feel guilty tossing the package. Consider how your music brand is reflected in packaging.
4) Use color to create a brand presence.
Kollektiv, a German design firm, developed branding and packaging for a new line of European chocolates. While maintaining a simple and consistent design format they were not afraid to make bold and exciting use of color to show the range of products and dominate the retail space. Spend extra time examining color options and create a specific and thoughtful palette of color for your music brand.
5) Never accept the ordinary.
A breakthrough solution to packaging doesn’t always require expensive materials. A clever idea can utilize ordinary packaging technology. Russian designer Nikita Konkin’s brilliant packaging concept used a simple die-cut and a typical see-through window. He playfully reflected the shape of the pasta with women’s hairstyles, creating a package that is unlike anything ever seen in the product category. Music brands should push for the unexpected solution.