Design it right!

Posted on February 8, 2008 | Permalink

By Lane Casteix

I had a conversation recently with a potential client seeking advice on a packaging project. During the course of the conversation it occurred to me this person was approaching the problem in a manner that almost guaranteed failure. This person could be excused because he had no discernible experience in such a complicated process, but I know others with experience who are making the same mistakes.

What is the mistake you ask?

Failing to appreciate that a package isn't a bottle (or other container), some form of graphic decoration, and some form of closure. They see the problem as three (or more) problems to be solved separately and independently of each other. WRONG! This is one problem with several parts that must be solved as a whole and ideally by one design team.

I cannot stress strongly enough how important it is to have a one source design team design the whole package, and that team must be knowledgeable about container design and production, including the filling line requirements that must be considered when the bottle is designed. The designers must also understand all possible decoration processes and how they will be executed. Will an outside decorating vendor be used or labeled on the bottling line, and is the line capable of handling the labeling process the design calls for? Even the finish and sealing design decisions should be handled by that one source, and the choices must also be driven by filling line capabilities. Without a one source for design who understands the decoration and filling process in detail, it is real easy to generate a design solution that is either impossible to run on the bottling line, or is too expensive for the pricing structure of the product, or is a poorly coordinated, clunky package design, or worse - all of the above!

Find a single package design source who is knowledgeable about all aspects of design and is savvy enough to be able to ask the right questions at the right time. Yes, you will pay for that service, but what you can save in avoiding expensive mistakes will far outweigh that.

May I suggest SPAR, Inc. as that one source?