Drafting and writing the creative brief is crucial in product package design. During this critical step, you will have the chance to plan all of the details of your packaging design, which will serve as the basis of the product.
Yet, the specifics of the design brief remain controversial. Should it be one page or 200 pages long? What information must be included, and what should be left up to a meeting?
The power of a clear, sharp, and focused packaging design brief can inspire creatives you work with to discover big ideas that commercially perform. In contrast, an unsharp and poorly defined packaging brief can confuse the designer.
So, what exactly constitutes a good package design brief? Here are the seven crucial components of a good packaging brief that can mean the difference between a bad and a great outcome:
What Is A Design Brief?
A design brief is a document that details all of your packaging desires and requirements. It’s critical information for anybody engaged in the package design and manufacturing process, both internal and external. A solid design brief may serve as a project roadmap that you can refer to.
Who Creates A Packaging Design Brief?
A single individual does not create the design brief; it varies for each organization. The owner of a company is an excellent example of a firm based on the needs of the company. But, in larger firms, it’s frequently someone on the marketing or creative team.
No matter who is in charge of developing a design brief, engaging more than one person in the process is critical. Instead, bring in a wide range of stakeholders from several departments.
Using collaborative document-sharing technologies like Google Docs is the best method. Each stakeholder may examine the brief, provide comments, and make any required modifications this way.
Why Is It So Important?
A design brief is much more than the paper it’s printed on. A design brief is mainly composed of words. However, these words are then employed to bring a vision to life.
Design briefs assist brands in determining what they want in their packaging and assisting package designers in meeting these expectations. It keeps everyone on the same page and working towards the same objective.
How To Create A Packaging Design Brief That Captures Audience Attention?
1. Add Business Information
It’s generally a good idea to begin a design brief with some business information. Please explain what the organization does, what products/services it offers, and where they offer them (online, in stores, etc.)
Add information on the more important sector in which you work and the issues your industry in general and your firm in particular face. Mention future corporate goals and directions that may be significant in the design process.
Assume you own a modest subscription box business providing a select assortment of age-appropriate and safe children’s toys. This section can discuss both the subscription box and toy industries.
You can discuss the problem you address and how you differ from the competitors. You can also note that, besides subscription boxes, you want to grow into retail.
2. Create a Project Overview
What are your plans for this project? So, what motivates you to create this product? What are some of the difficulties in creating this product? What do you want to obtain after the project?
Returning to the subscription box firm example, let’s imagine you’re searching for a mailer box to ship your items in. It has previously been difficult for you to locate a box containing bulky and irregularly shaped toys without taking up a lot of room. You want to fix this issue with your new packaging design.
3. Discuss Your Goals and Objectives
Following the overview, you must outline the project’s aims and objectives. For example, do you want to boost the level of protection in your packing for fragile items? Do you want to create more cost-effective packaging? Are you looking for environmentally friendly packaging? Whatever your objectives are, they must be stated in this area.
It would help if you mentioned more tangible aims and more abstract ambitions. What constitutes a successful project? How would you judge success in this case? What are the most crucial variables?
In this part, be realistic yet ambitious by creating goals and objectives.
4. Find Your Target Audience
You are likely not creating packaging for yourself but for your target audience. Who exactly are they? What are they concerned about? So, what will people do with your product? What are they doing with your product?
If you run a subscription box business, you have two target markets: young children and their parents. As a result, you need to build a design that will appeal to both groups. Parents will be concerned about issues that their children will not be. And children will care about things that their parents will not. It is up to you to strike a happy medium with your packaging design.
5. Research the Competitors
Because you are not the only firm selling products and services in your sector, you should also address the competition. You may give details about your competitor’s packaging and mention what you like and hate about it. You might discuss your competitive edge and how to leverage it with your packaging.
For example, if you have a reputation as a company that cares about the environment, you can tap into this by supplying eco-friendly packaging that’s 100% recyclable. This distinguishes you from the competition and promotes your brand image.
6. Include the Specification:
Now that you’ve created the basis for your project, it’s time to get into the details. For example, you need to discuss your size and material needs. You may also need to talk about your sustainability needs.
Include anything that must be included in the box, such as legal information, artwork elements, etc.
7. Establish Your Budget
With these parameters in mind, you should create a budget for the project. How much do you want to pay per unit? How much money do you want to spend in total? Are you prepared to pay a higher price for specific designs or products?
In this part, it’s critical to be realistic based on current packaging industry costs – remembering that you get what you pay for yet again. Instead of viewing packaging as a cost, consider it an investment in your products and brand.
