Your Marketing Strategy - Packaging Sells (Part Deux)

Your Marketing Strategy - Packaging Sells (Part Deux)

I KEEP A FEW package design rules at the front of my mind when I am assessing product packaging or working with our creative team on a new design. As I reflected on the rules recently, I realized these guidelines apply to us personally too!

Begin with the objective to enhance the brand, not detract from it. Girlfriends, do you look as smart as you are? Others will take you seriously when you take yourself seriously—and that starts at 6:30 a.m. in your closet.

Use design elements that appeal to the target customer. Girlfriends, are you considering how your packaging choices make others feel? You may be communicating a lack of respect for the audience or the situation.

Consider what the design will subconsciously communicate. Girlfriends, are you subconsciously communicating I’m cheap or I’m valuable? Every day you’re sending a message from the time you walk out of the house.

Avoid unnecessary embellishments. Clean designs are classic. Girlfriends, do your accessories compete with the twinkle in your eye? Don’t allow your bling to overpower those beautiful eyes.

Avoid using materials that can quickly become shopworn. Honey! How old is that suit? I don’t care if it’s your “lucky outfit.” For heaven’s sake, toss it before it unravels!

Ensure the package size that has been designed will fit on the retail shelves. Darlin’! Did you look in the mirror before you left the house? If you can see the cellulite—they’re too tight; if you can see cleavage—he can too.

Casual workplace. Casual church service. Casual dining. Our casual world is a far cry from the pillbox hats and white gloves of 1964. And since I try to stay with the general trend, I’m a pretty casual girl. Mom would have a cow if she saw me scooting around town in my jeans.

Search me, O God, and know my heart; test me and know my anxious thoughts. Point out anything in me that offends you, and lead me along the path of everlasting life. (Psalm 139:23-24)

But I think she’d approve that no one would remember what I had on. (And that I had on my makeup and my high heels.)