Developing artwork for food packaging is an intensive process. The packaging of a food product is designed according to certain specifications and regulations. Multiple teams are involved in the artwork development and approval stages. This makes proofing food packaging design a herculean task.
Here’s an ultimate pre-launch checklist to create successful food packaging.
Before the launch, branding, marketing, and legal departments review the front and back of the food packaging design. A balanced design helps in communicating the brand message and product information to the consumers effectively. Following is a checklist for the front and the back of the food packaging design.
According to the Ipsos report, 72% of American consumers agree that packaging design influences their purchasing decision. A seamless artwork approval process can help brands get their packaging artwork right the first time around. Marketing and brand teams approve the front side of packaging artwork before the product launch.
Following is the front of packaging checklist from the marketing and branding perspective.
The brand name adds value to the product's packaging design. Consumers instantly rely on a product by looking at the brand name. A packaging that carries the company's name impacts the product's reputation. Therefore, check if the brand name is visible and positioned appropriately.
The tagline creatively conveys the brand message. Since people often remember brands because of their catchy taglines, they should be instantly visible to the eye. Marketers should make sure that the tagline is appropriately placed and is of a certain dimension. An online Measurement Scale tool can help verify the correct dimensions of the brand name packaging.
The product’s USP (Unique Selling Proposition) is a key marketing aspect. It distinguishes a product from its competitors. Thus, ensure that it has a special emphasis on the front side of the packaging.
Marketers should check whether offers, discounts, coupons, or vouchers (if applicable) are present on the front of the packaging. This helps brands to gain their consumers’ loyalty and boost sales.
Consumers like to talk about brands and products on social media. Social media can also help the consumer’s network discover the brand. Ensure that social handles are there on the packaging.
Mostly, the packaging uses Pantone or CMYK color schemes. Color consistency is important to maintain brand aesthetics. Different shades of colors might look the same to the naked eye. Even slight variations may hamper brand consistency. Therefore, verify that the design has exact brand colors throughout the packaging. Pantone color finder tool is a great aid to verify Pantone and CMYK color codes of the packaging artwork.
Brands have set guidelines for using fonts. For example, font kernel and font-weight are important considerations for brands. Kerning is the spacing between characters and weight is the thickness of the font. Also, some fonts look similar but belong to different typefaces or font families. Font finder tool identifies the exact font and typeface in an artwork. Validate the font usage according to the brand’s style guide.
A logo determines the brand’s ownership of the product. Using it appropriately assures the consumers that they’re purchasing a trustworthy product. Confirm the brand logo’s correct usage.
Proofread the copy before launch to prevent unanticipated readability error.
Review graphics and imagery against copyrights to avoid conflicts associated.
The food authorities enforce strict regulations on packaging and labelling. Their goal is to ensure consumers are aware of the product they’re consuming. This information is mandatory on the back or sides of the package. Usually, the legal department verifies the regulatory compliance before the product launch. The Food Safety and Standards Authority of India (FSSAI) has issued the following guidelines.
This section must covey additional information about ready-to-eat or pre-packed food products. Verify that the following information is present on the back of the food packaging design.
*(FSSAI Version –II (22.01.2019)) The risk reduction claim relating to the consumption of a food or food constituents, in the context of the total diet, to the reduced risk of developing a disease or health-related condition.
FSSAI has issued a symbol to indicate whether the food is vegetarian or non-vegetarian. The green symbol specifies that the food is vegetarian. The brown colour of the symbol indicates that the food is non-vegetarian. The brand’s legal department checks the symbol’s position, size, and display.
This information is usually placed at the back of the packaging. Some products have this information on the side of the packaging or sometimes even on the cap of the product. A few brands also prefer to place some of the information such as net weight or the recycle icon on the front of the packaging.
The heading fonts should be at least 5 mm in height and descriptions should be of at least 3 mm. Although there’s no rule for using a specific font style, check whether the information is readable.
Food packaging comes in different styles, shapes, and sizes. With relevant information, it convinces consumers to purchase the product. Maintaining a pre-launch checklist for food packaging design ensures all parameters are up to the mark. Packaging artwork proofing with a detailed checklist can eliminate the post-release hassles. Drop your comments below!