Beverage Package Design
Beverage package design is all about shelf-presence. The perfect combination of package and design will cut through the clutter and will catch the eye of the consumer. Consumers know what they want and what they like, but there is precious little time to make a strong impression. In an over stimulated world, countless bits of information are never even processed. Making your product stand out from the competition on store shelves, is what package design aims to accomplish.
Once the target demographic has been determined and product is developed, the design process gets under way. Every variable is important, as each weighs on the consumer's impression of your beverage. Determining the size and shape of the container will depend on the type and class of beverage. Visually appealing graphics adds to the spatial qualities of the container. Creating an effective beverage package design requires a thorough understanding of market research, which leads to a signature design.
A successful beverage package design will express the 'personality' of the beverage and engage with consumers. Making an emotional connection to a product increases the likelihood of repeat purchases and long-term loyalty. How a beverage package design achieves this emotional connection can seem elusive, but an experienced team makes it easier
Trends can greatly influence package design. Market researchers in the beverage industry make it their job to not only stay on top of current trends, but also predict and shape future trends. Just a few years ago, most of us would not have thought that pink would be a popular color for consumer electronics. Now, there are pink laptops, pink iPods and pink office supplies, and pink lemonade drinks are still flying off the shelves.
Some beverages seek to connect with consumers by communicating a subtle or subliminal message. The proper package design can imply a wholesome, healthy, or an all natural' message. Other products may opt for a utilitarian message, and connect with consumers that value convenience through a package design that may facilitate storage or highlight space saving attributes, or ease of use with a design intended for a child's smaller hands. The customer is king. Address their needs and establish a relationship with them.