Packaging Design

Published September 25, 2010 | By Bman

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by Roger Smith

Packaging Design

We have come a long way since wooden barrels and woven bags were used as packaging for products. Globally the packaging industry is worth over 0 billion, with companies actively investing their resources into new product development and packaging design innovation to drive growth within their industry and increase their market share.

Packaging often offers one of the last opportunities to influence the purchasing decisions of consumers in a store setting, therefore on a basic level, the better the packaging, the greater the chance that consumers will buy your product.

Effective packaging should:

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* Generate visibility and consideration for your product (above others) at retail outlets;

* Help shoppers to select the right product/variety/brand easily;

* Communicate key product information, product benefits and directions for use;

* Generate purchase (and interest in future purchases);

* Generate an emotional appeal to the client, so they search out your brand, and become loyal to the brand.

Glazer+Kalayjian has almost 30 years of experience serving the packaging, marketing and branding design needs of clients globally, through an array of

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services that support and simplify the design, creation and execution of consumer brands worldwide. We are adept at creatively developing and executing a wide range of end-to-end solutions, whether it is for a new product launch or a re-packaging exercise, that will work in harmony with the brand, and create synergy with your brand strategy.

Services available to our clients include:

Design Research and Trend Watching:

Glazer+Kalayjian frequently meets with partners from around the world to discuss, trends, forecasts, and compare learning and business solutions. Clients benefit from the wealth of shared knowledge from different countries and cultures around the world. We can watch trends developing and emerging in different markets around the globe, and evaluate them on a local and international level, long before deciding

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whether to implement them in local and/or global markets.

Strategy:

At Glazer+Kalayjian, we think your brand name should not only create new logos, but also new markets. Using our organization, creative thinking, customer research and our R&D initiatives we want to steer your company ahead of the pack. As a result, every Glazer+Kalayjian project begins by stimulating discussions between your client, the market place, the distributor, and the consumer.

Idea Generation:

The best strategic packaging design solutions begin with a brainstorming or mind mapping session. Starting with a competitive analysis, background research, the client’s objectives and positioning strategy, we begin uncovering innovative solutions that solve any merchandising and point-of-sale issues and build brand equity.

Packaging

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Design and 3D Modeling:

Our packaging and modeling teams offer implementation and art preparation using state of the art digital technology.

Digital Keyline:

In the creation of a keyline, the art file speaks the details for each individual job. The ultimate goal is to attain design standards and colors specific to each brand.

Production Art:

Creating production art from design files requires the adjustment of files to match the desired printed outcome. During this process, we work with rounds of color exploration and design adjustments.

Photo Composition and Retouching:

We can digitally alter any image, including matching preexisting images or colors, or creating a new image from several separate images (composition).

Implementation and Roll-Out:
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Often, we are charged with implementing a brand design strategy across many SKU’s. We are able to implement art across a line of products under the same brand architecture while holding true to the visual brand design specifications across different types of packaging.

File Preparation for Print:

We can prepare files for a large print runs, and ready master files for final separation and print. The final electronic files will include all the necessary data to ensure a successful print run. A member of staff is always present for on-press supervision, to review the project with the plant, check the samples, and to review the proofs.

Technical Drawings:

Using information from ideation and brainstorm sessions, our designers move into technical drawings to review feasibility, ergonomics and creativity of

each idea. This stage allows us to test ideas, and our clients to visualize ideas as they take on 3D virtual forms. We can wrap any form with graphics and colors to create photorealistic visuals.

Mix 3-D with Reality:

Often, a client wants to use existing photography, but redesign packaging graphics. To solve this problem we would build a 3D model of the packaging and apply new graphics to the model. Next, we match camera angles and lighting of the original photo and produce the new image.

Rendering:

Rendering is the final step, where the computer processes all the data and takes a “virtual photograph” of it. The resulting image is produced as an Adobe Photoshop file that can be used across different platforms.

Technical Drawings:

Using information from our idea generation sessions, our

designers create technical drawings. This stage allows us to test ideas and feasibility, and our clients to visualize the packaging as the ideas take on 3D forms, that can be wrapped with graphics and colors to create photorealistic visuals.

Comp Capabilities:

Our comp capabilities are unparalleled. From a simple box comp to large scale heros, our innovative techniques are the key to meeting any packaging prototype challenge. Our comps provide clients with an exact replica of their product packaging using custom colors and substrates. These packages are flawless and free of extraneous graphic elements that may detract from the brand message. Clients use our comps and mock-ups for:

* Design approval

* Packaging prototypes

* Hero packaging for advertising

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Sell-in to the trade

From concept to implementation and production, Glazer+Kalayjian offer services and solutions that are tailor-made to match the individual needs of each client, though strategic brand design and development and expert knowledge. Types of packaging we have produced for our clients include:

* Shrink-wrap or overwrap

* Transfers and Decals

* Bottles and Labels

* Waterproof Labels

* Boxes and Cartons

* Clamshells and Blisters

* Bags and Pouches

* Cans and Tubes

* Conical Shapes

* Cups and Tubs

* Displays/Point of Purchase

* Presentation Boards

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Oversize/Miniatures

Packaging Design Research:

Any new packaging design, or significant change in an existing package, should always be subjected to the scrutiny of objective feedback through a number of research methods. As marketers seek a return on investment from re-packaging initiatives, research becomes increasingly important. Research helps to evaluate packaging systems across different forms/structures and retail environments. What works in one retail outlet may not work in all. It is also valuable to speak with retail personnel, to understand the implications of alternative packaging structures on merchandising and retail presence, and evaluate point of sale materials and promotions. Some consumer goods clients find that it is worthwhile to conduct ethnographic research, to observe people transporting, using and storing packaging within

their homes. Please contact us for your packaging design research needs.

Collateral Materials:

Marketing materials, or sales collateral materials are used to support the sale of your products. At GK we can develop, create and produce a wide range of collateral materials, including:

* Sales brochures and other printed product information

* Posters and signs

* Visual aids and PowerPoint templates for use in sales presentations

* Point of sale materials

* In-store marketing materials, such as gondolas, floor splashes etc.

* Websites, search engine optimization and internet advertising

* Sales scripts

* Demonstration scripts

* Product data sheets

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