Clinic #6: HOW TO CREATE THE BEST PACKAGE GRAPHICS

After the Brand Name and the Brand Logo, the next step is to create the best
package graphics that will bring a brand to life. Packaging is not just the physical
container of the product, but the single most important advertisement for the
brand. It is the first thing that shoppers will see in-store. They will ignore it or
pick it up. Compare with competition. Read the copy on the label. Then reject
and return it or add it to their shopping cart. They will place it on the conveyor
belt for all people to see (who may surmise it must be a good brand). They will
take it home to their family who will also see the package; then throw it away in
the recycle bin for others to see. This is why Willy Arcilla believes that
“Packaging is Silent Advertising”. Many business owners are hesitant to spend
and invest on developing world-class package graphics, but they must realize
it is the most efficient way of communicating with their customers because the
total cost of design can be “amortized”across thousands or millions of units of
the product. Packaging is the first impression and first impressions always last.