Essentials (that I know) makes a good packaging:
By D. Jimenez

1. Demographics - The first step is to know demographics. Initial (focal) group discussions with potential market are initial ways to identify the “who brand”. I often get amazed with people’s expectations on a brand.

2. Who is the brand? - Treat the brand as a person because people “try” products in a pulse not just statistics. If a packaging says “I can really make you feel good” – would you think otherwise? Maybe you’d doubt a bit but given a credible look, chances are you’d take it. People often believe what the product says and buildup comes when they experience the benefits.

3. Why am I buying this again? - Both client and designer should constantly be reminded what the product merits are. What its intention is and promise. In my experience, a lot of this vital information is lost when client’s personal orientation affect decision. Sticking to the brief is critical in as much as gut-feel is essential. Since it’s hard to know which is which, a brief review helps.

4. Research competitors - Comprehensive research should also be done. Identify what the brand is or is not. Know thy enemies and what works for them. When I submit designs, I often ask clients what works and what doesn’t – then it’s back to the drawing. By knowing the competitor, we can easily set aside personalities and become more objective.

5. Color
Color plays an important part of a packaging – most popular food chains are made of yellow and reds – that tells our brain something. A packaging should think beyond. What if the brand needs to expand flavors or scents in the future?

6. Copy
Selling area is the best place for advertisement – the final call stops here. While consumers may have been bombarded with TV ads, the final verdict rests upon reading the label, therefore copy is very important. People will spend a short 3 seconds on your product that is why copy should be short.

7. Mandatories
Avoid pit stops. Be sure to check local regulations on the product or possible trademark violations. Identifying mandatories also helps the designer fine tune design – saving both time and fees. If you don’t have text yet, use a working title instead of Brand X.