EXTENSIBILITY
A product packaging design concept should allow for an easy introduction of a new line extension (product variation) or a sub-brand.
For example, imagine you’re creating a packaging for new brand of apple juice. You and your client opt for a certain design featuring apples which looks really great. However, a few months later, the client decides to launch a cherry flavor under the same brand name.
PRACTICALITY
Practicality deals with the actual shape, size and functionality of the product container, not just the label or wrap. The more practical the product, the more sales it gets – when Heinz turned the ketchup bottle upside down, sales skyrocketed.
Practicality is the most overlooked aspect of packaging design, simply because clients often pick the “tried and true” route which is a lost opportunity for innovation.But if you get lucky and do get a chance to design the next bottle, box or a cup, always think practicality first – or in most cases, how you can make the product easier to use, carry or store.
Practicality alone can solve many of the packaging design challenges.
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