Clarity

What’s this product for and what is the brand behind it? A stranger to your product needs to be able to answer these essential questions in less than 4 seconds, which is the maximum time average consumer will dedicate to any particular product on the shelf.

Honesty

By depicting a product ten times better than it is, you’re misleading and ultimately disappointing the consumer, which only leads to poor sales. This is where honesty comes in. Consumers have nothing against simple, inexpensive products, as long as they know what they’re buying!

Authenticity

Originality, character and memorability are at the heart of great brands and of course, great packaging designs. It’s easy to understand why – there are hundreds of products out there, all competing for consumers’ attention. The only way to set your brand apart is to be different, to be authentic.

Shelf Impact

From a shopper’s point of view, a product is never seen alone and never in detail. It’s not until a certain pattern attracts our attention that we decide to take a closer look. This distinctiveness and appeal of the product when placed on an actual shelf makes all the difference in product sales.

Extensibility

A product packaging design concept should allow for an easy introduction of a new line extension (product variation) or a sub-brand.

Practicality

Practicality deals with the actual shape, size and functionality of the product packaging, not just the label or wrap. The more practical the product, the more sales it gets.