Frequently Asked Questions
What is the importance of packaging design in branding?
For many CPG companies that can’t afford mass advertising, packaging is often the first and last impression a consumer gets of a brand. Packaging must make a positive impression in under 7 seconds. It should provide the information a consumer needs, differentiate the product from others on the shelf, and give a persuasive reason why it’s the best purchase decision. That is a pretty important role.
How does Damen Jackson approach packaging design?
Our approach always begins with the consumer mindset. What are they experiencing when they are shopping for this product? Are there concerns, specific wants, or absolute must-haves that are driving this decision? Or is it simply a little indulgent treat that is a brief respite from their otherwise chaotic day? That mindset helps determine the lead message and imagery on the package. From there, we determine the hierarchy of the remaining information and the overall layout. But it’s all driven by that mindset insight.
What industries do you work with?
We have worked with the following industries:
Consumer Packaged Goods
Art & Craft Supplies
Automotive Products
Baby Care
Beauty & Cosmetics
Collectibles
Consumer Electronics & Technology
Food & Beverage
Gardening & Outdoor
Health & Wellness Products
Housewares
Household Products
Home Décor
Hardware Products
Office Supplies
Personal Care Products
Pet Care & Supplies
Pet Accessories
Pharmaceutical / OTC
Snack Foods & Confectionery
Small Appliances
Sporting Goods & Equipment
Toys, Games & Hobbies
Travel & Transportation
Commercial / Industrial
Agriculture & Forestry
Commercial Electronics
Construction & Building Supplies
Electrical Hardware & Tools
Environmental Services
Food Processing & Packaging
Financial Services
Industrial Cleaning Supplies
Industrial Equipment & Tools
Wholesale Distribution
Pharmaceutical / Trade
Plumbing Products
Wire Products
Where are your clients located, are they just in Chicago?
We have worked with clients all over the world in 30+ US cities and a dozen countries.
Countries:
USA
Canada
Mexico
Japan
Germany
England / UK
Russia
Australia
Switzerland
Brazil
Israel
China
USA Cities
Chicago, IL
Champaign, IL
New York, NY
Toledo, OH
Cleveland, OH
Cincinnati, OH
Raleigh-Durham, NC
Atlanta, GA
Baltimore, MD
Denver, CO
Boca Raton, FL
Washington D.C.
Naples, FL
Indianapolis, IN
Dallas/Fort Worth, TX
Houston, TX
New Orleans, LA
Boston, MA
Detroit, MI
Battle Creek, MI
Lafayette, IN
Milwaukee, WI
Neenah, WI
Minneapolis, MN
Omaha, NE
Memphis, TN
Nashville, TN
Louisville, KY
St. Louis, MO
Kansas City, MO
Las Vegas, NV
Los Angeles, CA
San Diego, CA
Seattle, WA
Can Damen Jackson help with redesigning existing packaging?
Absolutely. We are often asked by our clients “how far” to push a brand redesign. As part of our process, we provide a range of options that vary from close-in to intentionally farther than the brand is likely to want to go, just to see where the right solution really is. If budget allows, we can research this with consumers to validate their acceptance of the changes for the brand. Or, if the client team is comfortable, we can collaborate and make that decision internally without other validation.
What elements are considered in a successful packaging design?
Packaging design is the combination of brand, color, typography, imagery and copy. What you do with those elements, in order of priority and hierarchy based on consumer insight, is the basis for a successful packaging design. If the product color is vitally important to the consumer decision but the design has a tiny photo of the product in the corner, the package is not successful. If the number of speeds is how someone selects which blender to buy, but that information is buried in body copy, the package is not successful. It’s an intelligent blend of understanding what the consumer needs to make an informed decision, establishing a consistent brand impression and creating strong shelf impact that make a package successful in the end.
How does branding differ from packaging design?
Branding is the image a company wishes to convey to its audience through its various touchpoints; advertising, marketing, product design, packaging, flavor, experiences, etc. Packaging design is one vehicle upon which a brand can convey their intended impression to their consumer base.
What materials do you recommend for sustainable packaging design?
Aluminum, glass and paper are leading the charge as the most readily-accessible and most easily recyclable packaging materials available today. Plastics are getting better, but the amount of plastic material that is captured back into the manufacturing stream after successful recycling is still woefully small, at under 10%, which means the majority of plastic that goes into recycling bins still eventually ends up in trash piles.
What is the typical timeline for completing a packaging design project?
For the majority of packaging programs, we are completing design phases and moving into production art release within 12-16 weeks. Full rollout depends on the total number of skus, the number of people on the team and any regulatory approvals required. Typical programs are completed within 6 months of starting.
How do you measure the success of a packaging design?
Generally, if the client is happy with the end result, if the creative brief has been successfully resolved and if the final design is substantially more effective than the previous design, we will feel our solution is successful.
Can you handle both small-scale and large-scale packaging design projects?
Absolutely, we have completed 1-sku to 700-sku programs over the years.