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Reach For It! Product Packaging Secrets with Watermark Design Packaging
Manage episode 322692314 series 2792654
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Picture this. You started a food business out of your sheer love and passion to create something of quality that’s unique, and is good for the planet. You made something that you, as a customer, were desperately looking for. You’ve nailed the product. You get great feedback from your customers at farm markets and pop-ups. You are ready to hit the retail shelves. Then…
Crickets chirping.
Your products aren’t getting picked up the way you’d hoped. And the thought that keeps you up at night is: Why aren’t people buying it? What happened to those great sales? Why is this taking so long?
If you’re toying (hopefully not struggling!) with the same thoughts, you’re in for a treat. This week, I’m joined by Darcy Lacy, owner and Creative Director of Watermark Design in Charlottesville. And we talk specifically about product packaging as your silent salesman, the tool that a food brand uses to tell their brand story on the retail shelf.
Darcy’s company is the success behind the package redesign that brought Crescent Simple’s a big boost in sales. Learn how colors, correct font choice, and imagery all help reinforce a brand’s message in subtle ways that entice shoppers to put them in their cart. As Darcy says, many times businesses already have a clear idea of how their packaging should be - but the devil is in the details. The tweaks and improvements, as small and simple as they may seem, could really elevate your packaging and help grab customers' attention and create that first and lasting impression.
Virginia Foodie Essentials:
- I always say that it's Watermark's job to get someone to pick it up off the shelf the first time they haven't tried it. They don't know what's in the bottle. And then it's on the client to sell it the second time. - Darcey Lacy
- Product packaging is one of the five key tools in food marketing. It's the silent salesman that tells your brand story when you aren't there to do it. And yet it has the smallest real estate that makes your packaging the hardest-working member in your team. - Georgiana Dearing
Key Points From This Episode:
- Packaging has the smallest real estate, but it does the hardest work for food brands
- Packaging tells your brand story when you aren't there to explain it to the buyer
- Product Packaging is an investment that can pay off exponentially over the life of a brand
- A good package design firm will understand all the legal requirements for food and beverage packaging
More About the Guest:
Watermark is a deliberately small branding studio that hones on their clients’ specific industry challenges to create a unique, high-quality design that outpaces competition.
With Darcy Lacy, owner and Creative Director at the helm, Watermark believes that great design drives sales through increased shelf presence and strives to help businesses entice customers to choose their product or company using clear and impactful branding.
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