Unleash the Power of Graphic Design with These Proven Strategic Frameworks!

Did you know that we are 90% visual creatures? The brain processes images 60,000 times faster than text, according to a cognitive research. 

New communication platforms such as Instagram, Pinterest, TikTok and BeReal attest to this, and are winning over some other traditional ways of storytelling. 

Creating unique and breakthrough visual disruptions to pick people’s attention is definitely a challenge. It is especially critical to push the creative boundaries for those emerging brands that do not possess a sizable marketing budget. 

Are you a small business selling products that come in packages?

Here’s how to create or elevate your brand design or package— also called in marketing, “the first moment of truth”.

Start by following these 4 steps:

1) Define and describe your brand 

• What is your brand name? What made you create or pick that name?

• How would you describe your brand if it were a person?

• What are the values your brand stands for?

By answering these questions, you will have the foundational, strategic components of your brand storytelling and key product messages.

2) Define who do you want to talk to. 

• What characteristics define your target audience? 
  Describe the audience as if you were talking about a friend of yours. This will allow you to create meaningful and relevant content “from to people to people”, that will drive action.

3) Define how you will help people (your target). 

Marketers also call this your “value proposition”. What are you bringing to their lives?

For example, Chiquita Banana defines its value proposition as “bringing a burst of fun and goodness into your everyday”. Walmart tells you they will help you “Save money. Live better”

4) Purposefully define how your brand will show up. 
This includes colors, appearance, tone of voice. Take a look at the examples below:

By following the four steps described above, you will have the strategic foundation of your brand identity, and will be able to write stronger creative briefs for a compelling brand voice.

Now that you have documented in your own words who your brand is and what vision do you have for it, let’s focus on your brand’s attire: the packaging design. 

Did you know that people only spend 6 seconds in front of the shelves? That is what several shopper behavioral studies found.

If you are new in the marketplace and do not have big dollars for communications, most likely this is the only place where this potential customer might meet you.  

Here is a checklist that will help you elevate your graphic design on-pack. 

Bring the questions below to your discussions with the team that developed your current packaging, or when briefing a new brand design team.

• Does your package clearly tell your target audience what it is inside? 

• If it is food, is it appetite-appealing? Does it make them want to grab one?

• Is it dressed up in a remarkable manner? What will people remember at a glance

• Does is clearly communicate what will people benefit from?
  
  Following this guidance, how would you rate these two examples?

How will you create a visual difference for your packaged products to breakthrough and win on shelves?

Need help? Let’s talk. Your first discovery consultation is free.