Concurrent Packaging Design: The New Imperative

The power of packaging to drive sales of fast moving consumer goods is becoming better understood, but the process by which packaging is designed may still leave companies with challenges.

Perhaps that's not surprising. Packaging success is a careful balancing act between many competing needs and is the result of many groups' efforts.

On the competing needs front, packaging does much more than contain and dispense the product inside, but it certainly must do that well. It must travel through the CPG distribution channel effectively.

The package is also the primary marketing at "the first moment of truth" to gain consumer attention and establish or build on the brand. It must also meet legal and regulatory requirements in every country in which it will be sold.

Many disciplines are involved in package development: design, marketing, branding, regulatory, legal, manufacturing, sustainability and logistics at the least. Packaging design also involves a complex ecosystem of CPG companies, packaging manufacturers, retailers and designers.

Each is very clear about their role, but may not be particularly sensitive to the balancing act. The result is that packaging design is slow and complex. It often includes multiple rounds of rework and still results in sub-optimal packaging designs.

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