Three Top Design Don'ts in Packaging and Display

When you’re a brand just starting out, it’s hard to know where to start when designing packaging or display. You’ve thought so long and hard about product design and your brand, now how do you translate that onto your in-store displays or packaging? Well, that’s really part of your branding work, but we’ve put together the top three “watch-outs” when you’re just starting out.

One of the most common mistakes is to try and put EVERYTHING on your package or display. Remember, being seen is not the same as being heard or being understood! The busier your package or display, the less likely your core message will stick out.  At CentralPac, we have a long history of helping brands prioritize their messaging and making design decisions that will boost sales, not hurt them.   

When your product is an isolated environment, package design mistakes are not easy to spot. It’s critical to put your packaging on the shelf next to competitors. For displays, it’s imperative that your design fits in the sometimes very strict rules about secondary placement. For packaging, retailers want things that are easy to stock, so complex shapes might end up on higher shelves, out view for your customer.Product packaging and display need to be part of your pitch to retailers, so make sure you’re proposal isn’t immediately rejected by consulting with the experienced designers at CentralPac. Real estate on store shelving is tight. Retailers pack in as many products as they can to maximize their space and make the most money. The smaller you can keep your product packaging, the better.Many retailers have height restrictions for instore displays and each one is different. CentralPac has years of experience working with retailers across North America, so can help you design a display or package that will work in a broad variety of retailers. 

Yes, leveraging a trend is a fast track to attention, but might be a fast track to obsolescence, too! Packaging and displays have a much longer life cycle than many trends, unless you’ve got a healthy budget, sticking to your trusted brand standards and messaging is a better investment.A trend like sustainable packaging can help a brand push into new markets and target new demographics. But if your brand isn’t already aligned with that sustainability push, your packaging real-estate can be eaten up with a message that feels maybe a little contradictory, and you’d be better of focusing on a product benefit. If you’re embracing earth-friendly tactics across your entire supply chain, then it makes sense to jump on this trend and shout about it on your packaging and displays.You can even call out your carbon footprint on either, using CentralPac’s unique ECOFACTS tools. Curious? Drop us a line and we’ll give you all the details! 

The bottom line is that your display and packaging budget needs to work hard for you – it’s your first and often last marketing tactic and it’s longer life cycle means you can’t afford to make a mistake. Using a trusted supplier like CentralPac to help with your designs – both structural and graphic – means you’ll get a reliable ROI on your budget. Ask us about maximizing your budget.