Whether you’re a new brand launching your first product, or you’ve been in business for a long time, ensuring your packaging design is aligned with your brand is key. As you work to create the look and feel of your packaging that best represents your brand, it’s important to keep in mind some common pitfalls.
To help guide you along in the process, we’ve compiled a list of the dos and don’ts to consider when redesigning your flexible packaging to ensure the end package is exactly what you want.
One thing to note: While we are flexible packaging experts, we are not designers. However, in the years of working with customers from all different industries, there are a few things we have learned along the way that we want to share with you.
Don’t: Just Settle on a New Design
Your packaging is oftentimes the very first interaction a consumer has with your brand, which means you want your design to work in your favor. It seems so simple, but don’t just settle on a design. You want your packaging to accurately represent your brand and communicate with your consumers. Partner with an experienced packaging designer to ensure your packaging makes a great first, and ongoing, impression.
Do: Work With a Designer That You Trust
Whether you team up with a freelance designer or an agency, find a designer that you trust and that understands your brand vision. Be clear about your packaging design standards, your branding, and goals up front. Once you find that best designer to partner with, share your branding guidelines including colours, graphics, design elements, and language that you’d like worked into the new design. Remember: your designer brings your vision to life, so partnering with one you trust is key.
Don’t: Go Too Far Off-Brand
Here’s the thing: you want your current customers to recognize your brand, even with the new design. Work with your designer to ensure there are some elements, like your logo, brand colours, or messaging that remain the same. You want the new package to be an upgrade, but you also want your customer base to recognize your brand on the shelf.
Do: Engage With Your Customers + Get Them Excited
This is optional, but as you embark on the redesign journey, let your customers in on the process to really ramp up excitement, while simultaneously letting them know they’ll soon see a new package on the shelf. Share sneak peeks of your new packaging on social media, through your customer email list, website, or any other platform that you use to connect with your customers. People love to see a transformation story, so after the redesign is complete, share before and after photos highlighting your new look.
Don’t: Work With a Packaging Company That Can’t Meet Your Timeline
Regardless of whether you are looking for a quick turnaround, or you have more time to invest in your packaging, we encourage you to find a packaging company that can deliver your product to you in a reasonable amount of time. When interviewing a packaging manufacturer, ask about the total time it will take to complete your order – from prep, to production, to shipping. Don’t let a lower cost cause you to overlook a timeline that could take months to arrive.
Do: Partner with a Packaging Manufacturer Who Meets Your Needs
This is so important! Consider what you need from your supplier, be it a certain package feature, print quantity, or turnaround time. For example, the differences between conventional printing methods and digital pouch printing can be significant. If you’re on a tight deadline, you’ll need to find out just how quick a timeline and how small a quantity the packaging manufacturer can deliver. Knowing the packaging company’s capabilities and customer service practices allows you to see if they will be the right partner with the best flexible packaging solutions.
Ensuring you work with a packaging manufacturer that you know and trust is key. At ePac, we can work with you regardless of what stage you’re in, from the idea and planning stage, to the “I think I’m ready to print” stage. We have a full staff of skilled flexible packaging experts that are ready to help you launch the best flexible package for your brand. Click here to request a free quote, or give us a call at 844-623-8603.