The Package Design Process, Part 3
Posted on July 16, 2008 | Permalink
By Lane Casteix
Just who are you trying to sell this stuff to?
You would be surprised how many marketers don't really understand their target. Usually they have a very broad and too general idea of who buys their product and little understanding of why they buy their product, even if they have nailed the target demo.
It may be true that all ages and social strata actually use the product, but buried in there is a group that drives most of the sales. Then the question becomes do you have all of that market you can get, or is it time to look for more sales elsewhere - and where?
The product package must be designed to appeal to its target demographic. To do that the brand owner needs to choose a target demo and understand as much as possible about what drives them to a purchase action. If that is known up front, then the designers can design with the objective of appealing to that motivation. Remember, you are not selling features; you are selling what those features deliver to the consumer.
To be continued....