While the artwork creation process is digital, this is not how a customer will ever see the product! It is helpful to review a physical mock up of the label or printed package before finalizing design and die-lines. A printer can often supply a printed packaging prototype for review. If this is not an option brand owners can build and review to scale mock ups of the box, bag, pouch or labelled bottle/jar.
Mock up multiple samples and arrange them similar to the retail store shelf.
Review artwork design and the size and shape of the physical label or package.
Review from the consumer perspective at the store, at different distances and angles. The typical consumer will look for just a few seconds while walking past.
Make sure important brand and product information is visible when there are shelves above and below that could block visibility.
When a product is to be merchandised in a display unit, check that important information will not be hidden. This may require a design with no text at the edges of the package.
Include caps, lids safety seals when applicable.
For packaging that has visible product, fill mock-ups with product to get a full view.
Understand the typical retail shelf dimensions for the category. Package should fit efficiently on the shelf and not be a challenge for the retailer.
For some categories multiple "front panels" are needed in the design to accommodate different retailer placements (eye level, vs. in a open case).
Consider simple uncluttered design with a consistent background pattern to help keep a product looking well organized on the shelf even when not aligned well.
And of course, ask for feedback from your network, including Venturepark Labs!
Written By: Venturepark Labs Team