How you 'wrap-up' your products will determine whether the product will attract the attention of the right consumer and also influences their desire to purchase.
So if you are preparing for new packaging design or redesign, a very important process awaits you and the foundation of that process is the design brief.
The packaging design brief creates a bridge between you and the design agency. A simple, well written design brief can make your collaboration easier and more efficient.
We have compiled a list of relevant tips on how to write a great packaging design brief that will provide you with guidance and inspiration along the way
A design brief shouldn't follow a perfect pattern but should be defined and concise whilst delivering all the necessary information for producing a new design. Provide enough detail for clear cooperation but not too many to create confusion.
To create a packaging design that perfectly fits with your brand's mission and values your need to introduce your brand.
Include basic information about your brand, such as:
Designing for a brand that has a long and established reputation as opposed to a startup that needs to stand out in the marketplace is a huge difference in creativity.
Besides context on your brand you also want to introduce your product.
Whether you are launching a new product or freshening up the packaging on the old one, there must be some objectives that you want to achieve.
Do you want customers to notice the product even if it's on the bottom shelf? Do you want to attract more VIP customers? Be very specific about your goals.
Giving some information on your competitors can help the agency grasp what they are up against. Let them have a preview of what's happening in your chosen marketplace.
Include some examples of competitors' packaging that you want to overshadow. Also, share what their product positioning is.
How your packaging will be produced and what materials also affects the design.
Share information with your designer, such as:
The fun and creative part of your brief should include your desires and ideas for the packaging design.
Express some direction to your agency to avoid misunderstandings on your view of the final design. Do you want a modern showy classic design or a nature orientated design?
Predefine design elements that you want to be included:
Additionally, including examples of packaging that you like will be helpful to your designer.
If you are unsure of where or how to start your packaging design, seek the advice of our client services team who can determine the best design strategy for your organisation - contact us.