NAVIGATING PACKAGING DESIGN CHALLENGES: MISSTEPS BY STARTUPS THAT LEAD TO BUSINESS DOWNFALL
Published : 22 /08 /2024
Author : Anoop V Chalil
Founder Director ACD Brand Studio
Packaging design is the intricate fusion of artistic expression and scientific precision within product strategy, crafting the outer shell of a product package to embody its visual allure, practicality, and overall aesthetic charm. Serving as the initial encounter between a product and its prospective consumer, it frequently holds sway over purchasing choices, wielding significant influence in the consumer's decision-making The budget plays a pivotal role in determining the essence of packaging design. The quality of packaging design hinges on two indispensable factors: design excellence and production standards. These two elements are non-negotiable for crafting superior packaging. Should the design excel but the production lacks quality, the packaging's overall appeal will falter, and vice versa.
Don’t judge a book by its cover
In the realm of product packaging, relying on old adages might not serve you well. In today's globalized market, branded products saturate every corner of the globe, captivating consumers who have developed a keen eye for design, typography, and branding. Gradually, consumers have come to equate big brands with top-notch quality. So, while your product may boast excellence, if its packaging lacks allure and quality, consumers may swiftly dismiss it, judging the book by its cover, so to speak.
CHALLENGES
As a creative packaging expert, I often find myself sought out by numerous startups. They come to me to discuss their projects, visions, and future plans. They desire a packaging design akin to that of global brands. Unfortunately, many of them lack the adequate budget for packaging design and production compared to their project blueprints.
1. Finding it challenging to comprehend the essence and significance of good design.
Many startups tend to overlook the significance of good design, prioritizing cost-cutting measures above all else. Some even go to great lengths to sidestep design expenses altogether, attempting to handle design tasks themselves. It's only when they come to terms with the inadequacy of their approach that they seek out designers lacking experience in packaging design to cut costs. This often leads to subpar packaging designs that fail to meet expectations.
2. Hiring a good packaging design agency
Packaging design demands a profound depth of expertise and a keen creative intellect to effectively navigate its challenges. It involves comprehensively understanding the client's budget constraints and providing innovative solutions, while also meticulously crafting project plans. Additionally, the process entails creating prototypes and meticulously analyzing their outcomes. A thorough understanding of how colors behave on various materials is essential for success. Furthermore, a proficient designer stays abreast of the latest advancements in printing technology and materials, ensuring they are equipped to deliver top-tier results. Collaborating closely with printers is imperative to achieve optimal quality throughout the production process.
Many startups fail to recognize the pivotal role of effective packaging design in the market and often overlook its importance. Just as they invest time in researching and developing their dream product, equal emphasis should be placed on packaging design. It's imperative to accord the same level of importance to packaging design, considering it serves as the initial touchpoint for their customers. Numerous startups resort to inexperienced designers to lower costs, leading to eventual failure in the
3. Eleventh-hour endeavor
Every product reaches the market after years of relentless effort. Companies spend considerable time on research and development, and only once the product is ready for production do they start focusing on the design, aiming to get it printed swiftly. Once production is complete, each passing day incurs additional costs, making timely action crucial. Delays can lead to increased storage fees, additional labor costs, potential loss of market opportunities, and interest on borrowed capital. These daily expenses accumulate quickly, eroding profit margins and impacting overall financial health. Therefore, designers often don't get enough time and face significant pressure from the client
4. Settling for subpar printing quality
A renowned printing facility yields superior results, yet the costs associated with high-end production machinery render their services pricier compared to those of establishments employing outdated equipment. Because of budget limitations, they cannot afford the services of premium print houses. Consequently, the packaging design appears cheaper, thus reflecting negatively on the perceived value of the product.
5. Less volume
Startups often choose smaller production volumes, resulting in many production houses declining their orders. As a result, they resort to local printers, compromising on quality.
6. Insufficient Funding for Design and Printing Efforts
Most startups often fail to allocate adequate funds for design and printing. Many neglect to budget for these crucial aspects altogether, failing to recognize the significance of product design and packaging in today's competitive market. In an overcrowded world, these elements are essential for standing out. Ironically, by cutting costs here, they risk losing significant revenue potential, ultimately leading to the downfall of their business.
7. Surviving in a Saturated Market: Why Skimping on Design and Packaging Spells Disaster
Every day, the market sees the introduction of hundreds of new products. If your product enters the market with cheap-quality packaging and design, it's more likely to be rejected, especially considering the abundance of similar products boasting superior appearances. In earlier times, when the market was less saturated, the slow theory might have been viable—introduce the product with cheaper packaging and refine it based on market feedback. However, nowadays, the market is overcrowded with products. During your testing period, countless other products will join the fray, further diminishing your chances of success.
Summary
As a designer, I frequently encounter clients seeking packaging solutions. I dedicate extensive hours to understanding their aspirations and visions. Yet, regrettably, not all appreciate the intrinsic value of design. Many perceive packaging merely as a mandatory gateway to market entry. While some acknowledge its importance, they often balk at investing adequately in it.
Design is an Investment not an expense
True design excellence is the culmination of years of education, practice, and unwavering commitment. It is an indispensable investment. Clients should recognize and appreciate the considerable time, hard work, and creative effort that designers invest in their projects, and they should be willing to compensate them appropriately.
When entrepreneurs embark on business ventures, they prioritize investments in machinery, personnel, and infrastructure, meticulously ensuring quality standards. However, when confronted with design expenditures, there's often a propensity to seek cost-effective solutions.
Superior design represents a pivotal investment that not only enhances business stature but also fosters consumer trust. In the competitive marketplace, packaging design serves as the critical first touchpoint influencing consumer purchasing decisions.