How do you communicate your creative vision and expectations to packaging suppliers? (original) (raw)

Last updated on Sep 27, 2024

As an art director, you have a clear vision of how you want your packaging design to look and feel. But how do you communicate that vision to the packaging suppliers who will turn your ideas into reality? Here are some tips to help you collaborate effectively and ensure your expectations are met.

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Think of this as setting the stage for a great story. What emotions do you want your packaging to evoke? Imagine your target audience unwrapping your product—what do you want them to feel? Clarity here will guide every decision and help you communicate effectively with your suppliers.
From my experience, giving more than just sketches or mood boards is helpful. A clear visual style guide ensures the supplier gets your brand's colors, fonts, and logo placement right. This helps avoid mistakes and keeps the design consistent. It's a small effort that can make a big difference.
Dive deep into the portfolios of potential suppliers. It’s like finding a creative partner who gets your vision. Look for those who have a track record in your industry and style. Their past work can give you a glimpse of what they can bring to your project.
When I was tasked with designing a premium coffee brand’s packaging, research was everything. I started by diving into potential suppliers' portfolios, looking at their work with food and beverage products. One supplier caught my eye with their sleek, high-end designs, but I needed more. I requested samples to feel the quality and asked for references from clients in similar industries. Their timelines and processes lined up perfectly with our needs, and they were open to collaboration. After some back-and-forth on material choices, we nailed a design that not only looked great but fit our budget and timeline. Doing that research upfront saved us a lot of hassle down the road.
This is where you paint the picture. Use mood boards, sketches, and detailed briefs to convey your ideas. Think of it as a collaborative art project—your suppliers need to see and feel your vision to bring it to life. Explain why certain elements are important to you and how they align with your brand.
When I worked on packaging for a new organic tea brand, sharing the vision with the supplier made all the difference. I created a detailed brief with everything—our eco-friendly goals, target market, and brand aesthetics. But the real game changer was a mood board filled with color palettes, textures, and visual references that captured the vibe we wanted. I even sketched out a few rough ideas to give them a starting point. Explaining why each element mattered to our brand helped the supplier connect with the concept, and we ended up with packaging that felt totally in sync with our vision. That collaboration took things from "nice" to "perfect."
Constructive feedback is like a compass guiding your suppliers. Be specific about what works and what doesn’t. Celebrate the elements you love and gently steer them away from what doesn’t fit. Clear, kind communication can make all the difference in achieving the perfect design.
When I was working on a packaging redesign for a boutique chocolate brand, giving feedback was crucial. The supplier sent over an initial design that had great colors but didn’t quite hit the mark on the luxury feel we wanted. Instead of just saying “it doesn’t feel premium,” I pointed out specific areas—like the material’s texture and the font choice that needed to be elevated. I also highlighted what I loved, like the sleek logo placement. We went through a few rounds of tweaks, each time refining the details. By staying clear and specific, we ended up with packaging that felt luxurious and truly represented the brand.
Flexibility is key to creativity. Your suppliers might offer insights that enhance your design in ways you hadn’t considered. Embrace their expertise and be open to adjustments. This collaborative spirit can lead to innovative solutions and a stronger final product.
When I was designing packaging for a craft beer brand, I had a specific look in mind vibrant colors and bold typography. But when I shared it with the supplier, they pointed out some production limitations that would make certain details too costly. Initially, I was disappointed, but I stayed open to their suggestions. They recommended alternative printing techniques and materials that were more budget-friendly, yet still aligned with the brand's aesthetic. By staying flexible and trusting their expertise, we ended up with a design that not only looked great, but also fit within our budget and production schedule. That collaboration turned out even better than I imagined!

Evaluate the results

When your packaging design is complete, you need to evaluate the results and measure their effectiveness. Compare the final product with your initial brief and objectives and see if they match. Gather feedback from your clients, customers, or stakeholders and see if they are satisfied and impressed. Analyze the impact of your packaging design on your brand awareness, sales, or reputation and see if they meet your goals. Evaluating the results will help you learn from your experience and improve your future packaging design projects.

Once your packaging is complete, take a moment to reflect. Does it align with your initial vision and objectives? Gather feedback from your audience and stakeholders. Their reactions can provide valuable insights and help you refine your approach for future projects.

Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

Every project has its unique moments and lessons. Share stories of unexpected challenges and creative breakthroughs. These anecdotes can offer valuable insights and inspire others in their packaging design journey.

Art Direction

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