Ep2: What factors should be noticed when designing seasonal packaging?
In addition to building menus or developing holiday products, changing seasonal packaging is always the thing that businesses take the most time to do, even if they outsource to a design team. Gac Sao will give you some important tips to make changing your brand’s holiday packaging more effective!
(1) Purpose of new packaging
Functional purpose: change size, shape and design to optimize product storage function. For example, to contain a combo of 5 cosmetic bottles, we need a packaging that is larger in size, heart-shaped and designed in a gift box format so customers can buy it as a gift.
Emotional purpose: convey the story and message of seasonal communication campaigns, thereby leading customers to key emotions for purchasing.
(2) The communicated story space is translated into visual elements (shapes, colors, textures, fonts).
2.1. Context and core story
The context or atmosphere of the story in general greatly affects the choice of colors and design patterns. If the campaign context is the Christmas season in an old forest, the cool and dark color palette along with stylized patterns from tree branches, rocky outcrops, strips of moss, and falling snow… are the details that immediately highlight the story space. Similarly, patterns of apricot blossoms, peach blossoms and firecrackers with warm, vibrant colors will be a great choice to portray the atmosphere of Tet and spring on the packaging.
2.2. Changing but retaining the original identity is very important
Notice that color, texture and font elements can be varied to properly convey the media message; However, these changes should not contradict or deviate greatly from your current brand identity and personality. This is the most difficult problem that design teams face: “How to express the festive atmosphere while still maintaining the brand’s own color?”
(3) What emotions do you want this packaging to bring to customers?
Is it the feeling of joy when receiving a giant gift box?
Is the feeling of warmth and togetherness when receiving a product box bringing the Tet atmosphere?
Is it a feeling of curiosity when receiving a gift box with a unique and mysterious design?
Write down at least 5 emotional keywords that you want customers to feel when holding the seasonal packaging in their hands. Your designer will easily create more suitable shapes, color palettes, patterns and fonts for your packaging!
Respectfully and peacefully
The font and centered letter layout create a formal feeling for the reader. The red and beige color combination depicts the cheerful atmosphere of Tet but is also very peaceful and gentle.
Close and cozy
The pattern is stylized from yellow apricot flower petals, combined with a rich red color to create a very close and cozy Tet atmosphere.
Lightly
The text content is very simple and sincere poetry, creating a feeling of gentleness, connection, and love.
🔭 Gac Sao hopes that, with the notes we just shared, you will easily make concise and focused requests so that your design team can create effective packaging options for you during the holiday season.
🎨 Remember, Gac Sao is always ready to advise and implement holiday packaging design projects for those brands. Please contact us immediately if you have any needs 💫