Every designer dreams of creating the perfect food packaging: attractive, original, efficient and practical to make the product absolutely irresistible. But between getting just the right look and transmitting all the required information, this is no easy feat.
When it comes to conveying the brand's visual identity, the type of packaging chosen and the design are essential. If you wish to market a new product or revise your packaging, consider retaining the services of recognized food packaging professionals.
A package provides a surface on which a brand can communicate with consumers. With the ever-increasing choice in stores, strong branding is essential. A package’s colours, shape and style make it easier to identify a product and distinguish it from its competitors on the shelf.
Play by the rules!
In Canada, food product labeling is governed by a series of requirements that must be considered early in the creation process, as they can greatly affect the design.
The Food and Drug Administration (FDA) for products destined for the U.S. market, as well as, closer to home, the Canadian Food Inspection Agency (CFIA) and the Competition Bureau, have strict rules that are important to know and follow. In fact, in December 2016, Health Canada made changes to the Food and Drug Regulations regarding nutritional labelling, the list of ingredients and food colouring.
These requirements are intended to make labelling on prepackaged foods more useful and easier to read for consumers. The transition period for industry to comply with the new requirements will end on December 14, 2022. Stay tuned for a future blog that will specifically address these changes!
Once the brand name, product name and mandatory information are in both official languages (many packages have only one bilingual front), there is little room for additional claims or information.
A matter of priority
However, consumers are increasingly demanding and want honest information about the foods they eat. Adding claims in response to current consumer expectations in terms of nutrition, quality or environmental protection is often a good way to highlight product benefits.
However, packaging has a limited surface. It is therefore essential to prioritize and structure the information we want to communicate to avoid ending up with packaging that is too busy with not enough information. It's better to put only the most relevant information on the packaging, but in plain sight for maximum impact.
In other words, successful packaging is not just a beautiful graphic envelope that reduces design to a decorative function. An information organization strategy is essential to achieve the goal of effective communication and a striking visual that will make its way onto the shelves. An analysis of the product, the brand and the market will allow the designers to create a package that will hit the bull's eye and reach the targeted clientele.
A word of advice: follow your consumers’ example and act wisely. Before giving a mandate, make sure that the agency you choose is aware of the many standards and regulations governing food packaging. An experienced advertising agency will be able to guide you, both in defining the type of packaging and in creating a striking design.
Voyou Bouffe has developed its expertise in food marketing through its collaboration with many clients in the industry.
Have a project? Voyou Bouffe offers all the services you need to drive the strategic development of your brand. Contact us today to find out more about best food marketing practices