Packaging rules

• What is the product name and descriptive text?
• What are the package specifications like size, product types, flavors?
• Do you have photos? Or do I arrange the food photo shoot?  Pictures from your website can’t be used for packaging.
• Who is the demographic?
• Is there an assigned UPC code?
• What is the nutritional information?
• What is the domicile information which is the source and address of the food source?
• Is the product or packaging recyclable?
• Is it a product within a series that should it tie into?
• What is the overall feel and statement it should make?
• What is the package printing company contact information? I’ll need to talk to them. You always want your designer to talk to the printing press. It’s vital.
• Really important: having a single project contact. Design by committee never seems to work. Getting back proofs with question marks from various sources just confuses things.

JD

Are you involved in the copywriting for the products?

SB

Not often, but I have in the past and even named some products. Usually the client comes to me with the product text and I contribute and suggest changes.  Sometimes the text is “Eight Hamburgers. Keep Frozen” and I’ll add text like “Tasty Seasoned Beef Burgers” and try to make it friendlier.  Just saying “Keep Frozen” is a little forceful.

JD

What’s the biggest challenge in your work? What’s the one big hurdle you always seem to face?

SB

Two words: Government Specifications. Displaying nutrition information isn’t difficult. The problem is that the rules for displaying it are different in every country. And then there are countries that have bilingual requirements. The nutritional panel changes sizes between countries and then that has a domino effect on the rest of the design.  The formula for setting the sizes of nutritional panels is very specific and precise.

Sherry Bissonette is a package design consultant, and owner of Sherry B Design. She creates private label branding for distributors, and frozen food and snack food manufacturers.

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(0) Comments • Permalink • 06 05 2008

• Jay Daunheimer, MonkeyMedia Software
• Bruchettine photo by EverdayLifeModern
• Sandwich photo by Jess Lander

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