Let Packaging Tell Your Story

Storytelling is a way that people share their experiences with the world.  While most of us think of movies, books, theater, and television as the medium for storytelling, it plays a vital role in business as well.  How many companies have a story that they want to tell?  Some companies may have an elaborate mythos…

Storytelling is a way that people share their experiences with the world.  While most of us think of movies, books, theater, and television as the medium for storytelling, it plays a vital role in business as well.  How many companies have a story that they want to tell?  Some companies may have an elaborate mythos surrounding their origin – a lone genius struggling against all odds to create a company from nothing.  Others have more subtle stories about customer service and innovation.  Commercials and printed advertisements are common methods for telling these tales, but packaging is a huge part of that storytelling process.  A company that prides itself on its long history may want a packaging design that highlights antiquity.  Modern companies often want the opposite.  What should be considered with the package of your product?

  1. How will your product be shown in the package? Will there be a picture on the box or a plastic casing that can allow the consumers to see the actual item?  Visible products can show the real product in three-dimensional space, but it may not be able to show images of the product in action or within the context that it will be used.
  2. What kind of packaging will be used? There are some practical concerns when designing the packaging for the product.  Some products can be dangerous if they aren’t packaged safely, and there may even be legal guidelines about how certain things must be displayed.  Furthermore, some product designs may make packaging difficult.  Imagine that you’ve redesigned a weed trimmer that used to be straight but now has a curved body.  That’s going to radically change the way it must be packaged, and you’ll have to consider that decision carefully.
  3. Will the product be damaged? Most packaging is used to keep the product safe.  Consider how your product will stand up to transportation, stocking, and even opening.  How will that impact the way you package your product?
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