Sense and Sensibility

Appreciation or critique of Packaging is almost like Music appreciation or understanding a painting of a renaissance artist in a museum or an apparel in a fashion show. How often we come across people who know so little about all this but who take extreme pride in demonstrating their aesthetic sense.

Understanding of Packaging is a fine blend of an aesthetic sense and a sensibility about what makes packaging beautiful.

To appreciate music we need not necessarily know music, in the same way to appreciate packaging we need not know materials, printing, brand management, moulding processes etc. This ability of appreciating packaging develops and grows as one keeps on consciously observing packaging and making a mental note of what is right or wrong about it. Designers and packaging specialists have this acumen, as they are involved with this medium with a certain amount of passion. Consumers appreciate it based on what is pleasing to their eye, suits their personality and works suitably in usage. Marketing Managers view it from the angle of what fits in best with their Brand and competitive strategy.

This is fine, as long the appreciation and critique is contextual, however issues start coming in when people use this as an opportunity to demonstrate their aesthetic sense and their knowledge of all things beautiful. We need to be wary of such observations, as very often they may not be true, honest and relevant. These observations tend to lead the Packaging into a wrong direction, often eliminating some very path breaking ideas. Such people often are not able to see meaning in ideas, which are unique and innovative, thus, often extinguish it by trivializing it or throwing it out of the window without giving any reasons.

Just like in any form of art, if we like or dislike, we substantiate it with a logical reason, in the case of packaging one should follow similar principles. If packaging has to move on into different dimensions and with time, we need more and more people who appreciate it with a sense and sensibility and discourage observations, which do not have a clear logic.

One way of doing this is to always ask the observer as to WHY he/ she likes or dislike a particular design or a Packaging idea and probe adequately before giving up. If the response to your WHY is satisfactory you should work with it, however if it is not, do not get discouraged and continue to pursue what you developed with your own deep rooted understanding.

The Right Dimension

Every packaging has two dimensions, the Internal dimension and the External dimension. The Internal Dimension is the measurement on the Engineering drawing of the complete structure without taking into consideration the wall thickness or the Calliper of the substrate used. The External dimension is the complete measurement taking into account the wall thickness of the substrate, thus it is equal to the Internal dimension plus the substrate thickness.
Both the Internal and the External dimensions have significant roles to play and one has to be really clear as to what dimension to use in which case. An incorrect communication in this regard could create a huge problem for the packaging.
In most of the cases one must specify the Internal dimension of the Packaging, as the substrate thickness may vary from time to time and place to place. Thus to make a cutting tool or a mould or a die , the first step is to get the Internal dimension right. However in case of working out the size for the Overwrap or the top label etc, the External dimensions are required. One must freeze the External dimension only and only if the substrate specification is firmed up. Even a few millimeters of changes could result in incorrect formations, improper closures and sometimes a really un-balanced look of the over all packaging.
The other big issue comes in if the Internal dimension is by error taken as the External dimension, in such a case the required volume of the product or the required size may just not fit in and result in a wasteful exercise.
Very often it is this simple understanding or rather mis-understanding which could actually make your packaging successful or unsuccessful. So , what does one need to do and what processes could be built in. One simple method is to clearly indicate on all the Engineering drawings if the measurement is Internal or External. Secondly check with all concerned in the chain, as to what would be their requirement of the dimension and provide the inputs accordingly.
Lets at least start with being conscious about this aspect and ensure that we are right on this dimension.

Not Opened is not Sold

The fact is that after the consumer has bought your Brand, the first interface that he/she has is the opening of the packaging and dispensing the product. This opening is a very key experience and plays a significant role in the Brand appeal. If opening of a pack is a struggle or complicated , there is a huge possibility for the consumers to not to pick it up next time. Thus if the consumer has not had a clean and easy experience , it ultimately means the product not used well, which in effect means the Brand not sold.
In our strive to be different , we may look at several innovative ways on opening and closing a packaging, we need to make a very hard nosed assessment before we freeze the idea for our Brand. Off course we need to strike a balance between the product protection/ shelf life and the ease for the consumer. That judgement the specialists have to make from time to time, however we have to guard against over jealous product developers and the testing labs. Very often the standards set for the product protection is so high , though not actually required and this leads to Packaging becoming cumbersome and over protective.
There are several Brands, where the Opening instructions are very clearly given and if the consumers follow it , they are unlikely to experience any difficulties. We need to make sure that such instructions are not left hidden on some insignificant panel almost like a statutory clause, but is up fronted and virtually instigates the consumers to read that first.
Very often there are small issues on the packers which are left un-ironed and on the other hand there could be slippages on the in- coming quality control from the suppliers. We need to sort these out before a final go ahead is given for a market entry.
Research with the consumers , could be a great way of fine tuning and ensuring that one does not go wrong. However this will have to be on audio visual or actually watching them live using the product and not based upon a report.
If one had to really define what is opening, it would include the first experience, re- opening and closing till the product is used and also protect the product while in use.
Remember, what does not get opened is actually not sold !

Packaging Supplier - one or plus one

Whenever a unique idea or innovation needs to be implemented, packaging supplier perhaps may not be available. Thus to get the idea going, you may have to develop the packaging supplier or motivate an enthusiastic supplier to work upon delivering your concept. In the process you may end up having a single source of supply and perhaps you may need to continuously nurture the source and keep the motivation going.
There are situations, when you may need to work with a supplier , who is unique in the field and may be holding a Patent on the process or the design. Here you may get bounded by the terms and perhaps a have little scope of negotiation.
It is indeed a fact that no one would wish to be in such situation and definitely want a win- win case. How does one manage this, how do we make the supplier base 'one plus one' , these are some of the worries that the Packaging head always carries.
There are no clear solutions, but there is definitely a case for always starting the development with at least two sources and take it up to a stage before one of them is shortlisted. That way one has always an opportunity to get back back to the left out source, in case there are some issues and concerns with the current. The other area which one must study well, is the Patent or copyright issue, try not to work with the sources, where you could get too dependent upon one of them. Work out agreements, wherein the Packaging development process or the Design is a shared asset and are not unilateral.
The reality is that there is so much creativity involved in packaging that more often than not suppliers start working on the concept because of the immense satisfaction that they derive from the experience. They often take it up as a challenge upon themselves to get the design or the process right and it is not just for the monetary gains. We need to look upon such business associates with immense respect and nurture them with full support. It is these relationships on which challenging Packaging projects are built upon and one may never need more than one such source ever.

Give me Red !

The importance of red and the kind of role it has played in Packaging is amazing. Be it any product category, the colour Red has always been a key tool in the Packaging designers hand. One has often tried to answer as to what is in this colour , what emotions it evokes or why it works for so many Brands. There are theories and theories about the linkages of red to Power, the energy and the vibrancy that it brings into human emotions.

Somewhere the colour Red has had an immense role to play in all societies and continues to do so, thus establishing a place in the consumer mind space. It is perhaps this understanding and knowledge, that the packaging designers have used to the maximum advantage.

Red is perhaps not linked to any flavour e.g Orange, Yellow etc., it is so very neutral, thus has a very wide range of applications. A dash of Red on a simple design adds vibrancy to Packaging and instantaneously makes it eye catchy. Red adds intensity and richness, while still remaining mainstream, unlike colours like Black etc, which add intensity but also tend to make the Packaging niche. Red adds the contemporary tones to the Pack without turning it into Ultra premium. On the other hand, Red is timeless , it was fashionable earlier, now and would continue to be. Red blends beautifully with several colours while retaining its identity. No wonder lots and lots of designers have said 'Give me red '.

And so have lots and lots of Consumers, some of the largest and most successful Brands are packaged in red or have prominence of red. These Brands may have spun off lots of variants,but somewhere the mainline variant has continued to retain red.

Packaging your pack

A lot goes in getting your packaging right, perfect and it is indeed such an elated feeling to see your creation in its full glory. The issue comes in when what we see in our Studio or the 'Factory outgoing' is not what we see in the stores or the sales counter. We do pay a lot of attention to get the primary pack right and in the process often miss out or sub optimise the secondary packaging that ultimately carries your wonderful creation to the consumer.
It is not uncommon to walk pass a store and see some great brands having scratches on the pack , or some seems bursting open or some glue flaps opening out or some rich colours which do not look so rich. What is going wrong and what are we doing to ensure that this problem does not perpetuate.
We need to ensure that the right materials are used for packing, with the appropriate specifications, required strength and proper arrangement in the master shipper. Due tests need to be performed before a material is firmed up for the secondary packaging, can it bear the weight to be carried , can it last through the transportation journey, can it reach the intended destination in the same glory as we saw it when it left our premises.
Very often the maximum cost cutting happens on the secondary packaging as by the time the primary packaging is done and ready, one has already exhausted the budgets and time. Thus we rush in with what is available or easily sourced. In the process not realising that all the spends on the primary packaging will bring fruit only and only if the consumer sees it is in its perfect form.
The other major concern comes in when the ugly marks , scuffed surface, scratches or open seams lead to a negative product perception and loss of Brand imagery.
Right from the brief stage, one must keep in sight the secondary packaging, keep the due time for planning and sourcing and set in all the required parameters that need to be adhered to in the chain from the factory to the sale point. Not following this principle may result in unbounded creative expression, accolades, successful launches but perhaps depleting consumers.
Lets package our pack well, before we have no consumers for our Brand.

Luxury thy name is Packaging

For a discerning consumer , the Product is the key reason for a Luxury Brand to be considered an item of Luxury, thus the product really is the key differentiator. However , for a Luxury Brand to Look luxurious is of extreme importance, thus the complete presentation and the emotions it arouses in the target consumer is of no less significance. The packaging defines the Luxury, from the not so Luxurious and is evident in all Brands which claim to be in that league.
When it comes to Luxurious packaging, one view is that the understated and the minimalistic execution, brings in the ultra premium appeal. Thus designs which are simple yet elegant, muted yet with a premium finish and in treatments not so commonly seen , are the way to go. However on the other hand there are Brands which have Packaging which drips of luxury, right from the materials used to being ultra engaging and over the top.
Truly there are no set rules for a packaging to be defined as luxury, it lies in the way the entire execution and the treatment is worked out. However one fact remains, one look at a Luxury packaging and the immediate response that it should elicit is that it is prepared with a lot of patience and care. This feel of patience and care reflects in the detailing, finishing and the ' No short cuts ' approach.
The consumer of a luxury product needs to be given the feel that all the care is being showered upon him/her and this has to start right from the first experience of the packaging itself. Thus for a packaging designer for a Luxury Brand , one needs to keep in view the reflection of ' Care and Patience ' in the complete development and the execution, because that is what differentiates Luxury from the others, after all !