Packaging Questionnaire//Persona Mood Boards
- How do people identify products in a grocery store?
- How do they discover new things on the shelf?
- How does the context [grocery store shelf – high or low, with particular lighting, adjacent to other similar products, etc, etc] affect scale and legibility of text and image?
Items closer to the ground are more difficult to see and usually lower in quality (possibly) and price. Items placed higher on the shelf are better quality, relatively and more expensive. The image/visibility is going to be lost on the top and lowest shelves.
- In what ways does packaging affect the user’s experience once it’s home?
- How might that be altered, improved, or made more meaningful?
- How do various surfaces work together to tell a complete product story, including govt. regulated information?
The big picture
- Product name?
- Background information on the product
- What is the product description? (describe the product)
- What are the benefits of the product?
- What does the brand stand for?
- Any additional information that might affect the creative direction?
- Current URL
- Current tagline
- Current social media
- Current approach/positioning
Define the problem
- What are the challenges in which the product/packaging must address?
- Current packaging
- Does it have any components
- Has the material already been selected, or is it still open for suggestion?
- What mandatory elements (logo, government requirements, net weight, barcode, price tag, etc.) must appear on the package?
- Who are the competitors in the marketplace?
- Who/what are the competitors on the shelf?
- What is the key response we want from the product & package design?
- What is the current mode of appeal? Why? Would other appeals work better?
- What is the retail environment? (Is the product going to be displayed on peg board, shelves, point-of-purchase displays, etc.?)
- Will it be available to the mass market or sold in a boutique shop, specialty store, etc.?
- Are there any other creative considerations
- Corporate colors, personal likes/dislikes, available resources such as copy, photos and/or illustrations?
- What are the distribution considerations? (Is the product going to be shipped in dozens, 1/2 dozens, etc.)
- What is the USP (unique selling point)?
okay I looked it up. I would say that the USP is that this is an affordable product, (going to be) designed beautifully, and it's PURE. not imitation. And i'm going to put it in a beautiful, recyclable glass amber bottle that coincides with the company's emphasis on sustainability.
The market segment
- Who are we communicating to? (target audience, consumer)
- Demographics (age, sex, education, profession, household median income, area median income, location)
- Psychographics (attitude, habits, hobbies)
- Criteria for success (desired emotional impact, alignment with other initiatives, brand attributes)
cynthia richmond's mood board
cynthia richmond's kitchen
albert denton's mood board
albert denton's kitchen
nina solares' mood board/kitchen