This is a topic that I’ve raised and addressed in the past, but it’s clearly in need of further discussion. I’m finding that I’m still being told by some of our clients that “we need a package for this new product”, with no interest in considering how that package design might visually extend across an entire line of product. So, let’s talk about the value of what we refer to as a “package design system”.

Package design should never be approached as a one-off challenge requiring a solution. That approach is certain to fail with regard to achieving any level of consumer recognition. The brand will never stand a chance. When the sale doesn’t happen, this usually means that the packaging wasn’t communicating clearly and concisely to consumers, and therefore didn’t deliver on the brand promise, reinforce consumer trust or build brand loyalty.

As companies strategize, plan and package products, they should be thinking in terms of developing an overall package design strategy – one that leverages a functional, flexible package design system. The last three feet and several seconds at the retail shelf make or break the sale. That’s how crucial packaging is to the consumer in making a final purchase decision. That’s how important it is for manufacturers to get it right.