PACKAGE DESIGN: Consumer Food Products Package design is an integral part of the marketing function of any consumer goods company. Production, marketing, sales, consumer research and ROI management are all active in the decision making process which results in the final package design. Unlike other marketing communications projects, good package design reflects the diverse and often conflicting internal needs of the corporation and delivers the product most advantageously to a demanding consumer. Good package design is no substitute for sound product development, which creates quality and value. The product itself should be thoroughly tested to guarantee consumer acceptance well before package design is considered. The role of the consumer is perhaps the most important, and most often overlooked, element in sound package design. The vast majority of new product (food) introductions fail, and rarely is a product unsuccessful because of poor package design. Let's take a closer look at what goes into good package design by following the general stages of development and decision-making required, to one degree or another, as part of every package design project.

1. PRODUCT BACKGROUND * Product development: Research Phase Why is this product going to market? *Line / Brand extension *Product modification *New Product *Re-positioning *Niche positioning   * What is the function of the package design project within the context of the client's product development strategy? *Focus Group *Test Market *Private Label *Full New Product Introduction * Production Requirements: What are the packaging production requirements? *Special Machinery *Packaging Materials *Package Configuration Specs *Special Considerations * Who will use/consume the product, how and why? *What are the demographics *What are the psycho-graphics *How will it be used *Why will it be used

* What are the positioning/differentiation points of the product? *Convenience *Nutrition *Low fat *Better quality *Bigger serving *Easy to use / serve *Economical / value * How will the product be merchandised? *Frozen food case *Shelf facing *End isle *Other * Selling Face *Illustration *Photograph *Plated shot *Use shot *Copy points *Color, type fonts *Style * Back & Side Panels *Coupons, bounce-backs *Cross-market other line products *Violators (price, co-op) *Ingredients *Nutritional information *Weight *UPC coding *Recipes, other uses *Serving suggestions