PACKAGING DESIGN
‘Jo Dikhta Hai Woh Bikta Hai’ Visibility & ‘Pick Me Up’ appeal is everything in today’s crowded market for pre-purchase decisions and later it is after purchase experience for repeat purchase. Today’s FMCG world is totally dependent on packaging design & experiences. It may be the simplest form and graphics – with ultimate elegance and premium look. Sometimes complex design is in demand where the target segment is looking for a masculine and macho feel and on the other hand-seasoned and experienced customers look for beauty in simplicity. It is a belief system that depended on several factors of users which are changing with time and perceptions. The design plays a vital role – and it is a very complex one that is not visible from the outside just by seeing the packaging of any product or materials made.
OUR APPROACH
UNPACK THE PACK: RESEARCH
We need to know the reality: what is it and what is in it. How to use it and why it is working – functionality or market success and failures. We do basic as well as in-depth research where we get to know about the user, market, environment, competition, transportation, production – filling line to packing line, the machinery involved, constraints if any, etc. We also do qualitative research with users – in an interesting way to reveal some interesting design clues and facts which are psychological and ethnographic in nature. We as designers – look at things from different angles than conventional research methods of asking direct questions. We observe video records of the research to have a deep understanding and decoding. It is our own developed process – and having a strategy to get into innovation while ideating and making concepts. We brainstorm and present our findings from the online and on-ground research – what is our take as designers, de-briefing the brief given by the client, and formulate a comprehensive pattern of finding which can guide us for design direction and design evaluation.
GIVING SHAPES TO
IMAGINATIONS
Based on our findings, we present design directions with hand sketches, scribbles, and doodles full of imagination and ideas – and maybe with some fabricated quick models made of paper, PUF, thermocol, or clay. This is the stage where we have the freedom to think loud with convergent thinking to come up with a maximum number of concepts in the sketch form. Ideas can have different twists and directions in forms, textures, combinations of materials, color, etc.
DIGITIZATION: 3D &
RENDERS
Shortlisting of those sketches happens by debating internally and going for best 3 into 3D modeling and photorealistic rendering. These renderings along with some hypothetical labels or existing label designs can be used for feedback from customers – more like a quick market evaluation. These 3D models are just surface models without any detailing, but approximate size impression will be there based on SKU or package/box size.
DESIGN GETS
ENGINEERED
We go for complete engineering design of the packaging with enclosures, caps, mechanisms, components/parts with a check of all fitments. Materials are also being evaluated by checking the weight of the parts. Assembly checks are done in 3D for caps and mechanisms involved. We share these 3D with the tooling & manufacturing team for evaluation. The Final Engg. model gets ready for prototyping: mostly rapid prototypes for the complete packaging or with a complete family of packaging (multiple SKUs).
MOCKUP &
PROTOTYPING
Initially, we make a quick mockup for visual check and a set of complete packaging prototypes in true scale to check the components physically and hold to experience for the first time. We may have to go for a few rounds of prototyping before it goes to the final round where we can check everything about the packaging – form & function, fit & finish. We have in-house prototyping, assembly, and spray-painting facility and people to give it a final look if it is intended for consumer/market testing or evaluation.
HANDHOLDING
Most of FMCG businesses are heavy with the marketing team and our role becomes vital to make things happen with all technical checks and cost efficiency. We do support the team when they need the technical support for getting the packaging and labels made till the pilot lot – with multiple interactions with tool makers, resolving issues if any arise. We also act as an extended team of corporate R&D to support in the process of New Packaging Design & Development.
PACKAGING GETS
GOING IN MARKET
The newly packed Product gets Launched. We are always the happiest ones as we really stretch ourselves to get the package designed, detailed, and manufactured – all those stress gets released when it gets launched. We are a small team of passionate people full of dedication – we do work with the fullest of honesty to do justice to each design we do with a lot of hard work in days & nights to make things happen with a positive mentality and attitude.
PACKAGING DESIGN PROCESS
