THE PACKAGING DEVELOPMENT PROCESS

Clair goals and positioning

Establish goals and define the problem  Brand Equity and Competition.  Existing brands in product line.  Price point and target consumer.  Product benefit.

Conduct Audits and Identify Expert team

Competitive (category), Retail (point of sale), Brand (internal, existing product line) Packaging designer, packaging engineer, packaging engineer, packaging manufacturers, industrial designers, regulatory legal department

Conduct research as needed

Understand brand equity, determine brand standards, examine brand architecture, clarify target consumer, confirm need for product–does product benefit resonate?  Confirm language–how should benefit be expressed?

Research legal requirements

Brand and corporate standards: product-specific, net weight, drug facts, nutrition facts, ingredients, warnings, and claims.

Research functional criteria

Product stability, tamper of theft resistance, shelf footprint, durability, usage, packability, fillability

Determine printing specs

Method: flexo, litho, root; Application: direct, label, shrink-wrap label; Other: number of colors, divinyl, UPC code, minimums for knockouts, etc.

Determine structural design

Design new structure or use stock?, Choose forms (i.e., carton, bottle, can, tube, jar, tin, blister packs), Choose possible materials, substrates, or finishes, source stock and get samples

Finalize Copy

Product name, benefit copy, ingredients, nutrition facts/drug facts, net contents, claims, warnings, distributed by, manufactured in, UPC Code

Design and prototype

Start with face panels (2D renderings), get prototypes made, narrow option(s), design rest of packaging, simulate reality: use actual structure/substrate with contents

Evaluate solution and manage production

In a retail/competitive environment, As a member of the product line, consumer testing finalize files, oversee production

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