46 | Regulars / Branding and design Bringing ideas to life Prototyping is a crucial stage of the packaging design process, writes Vicki Strullike many roles in the business world, I do a lot of my ‘pen to paper’ work alone. At my desk. With two giant monitors displaying my designs-in-progress. Yes, I meet extensively with Lclients, conceptualize with creative teams, review research with marketing, collaborate with CEOs, CMOs, brand managers, creative directors, production managers and converters. But much of my design work happens when no one is around. Because of this, most of my clients think that when I fnish designing the graphics for a package, the design process is complete. They would be wrong. There is an indispensable next phase of successful packaging design: prototyping. Anyone who is versed in ‘design thinking’ recognizes that prototyping is an essential step of an agile, iterative design process. ‘In prototyping, you give your concepts detail, form and nuance – you bring them to life,’ says Jeanne Liedtka, professor of business administration at University of Virginia’s Darden Graduate School of Business, in her book Designing for Growth. When brands prototype, they are often exploring several design concepts, forms, substrates, and/or fnishing techniques. It’s an eye-opening way for us to test the concepts and even break through some of the safer options and try more unique approaches. A case in pointThis type of design thinking was evident in a recent re-branding I did for Wildfare, a specialty food brand. I partnered with Cog LLC, a highly-regarded package development and prototyping studio that specializes in secondary packaging. We quickly realized how crucial prototyping would be for Wildfare’s new labels and packaging. Why? First, Wildfare’s print supply chain is dispersed throughout “In prototyping, you give your the world. Prototyping their new labels became the benchmark for printers and converters throughout their supply chain. concepts detail, form and nuance ‘Our prototyped labels are the standard-bearer for the quality we expect from our suppliers stateside and abroad,’ says Melissa – you bring them to life” Clemente, marketing director for Wildfare. Second, because Wildfare is a premium brand of food products derived ‘from the Mediterranean Soil & Sun’, it requires premium prototype; they don’t foresee how powerful the real-world, physical packaging to connect with its consumers and brand story. We opted piece will be, especially because they have every confdence in our for metallics to enhance the luxury nature of the new packaging. onscreen design. The prototype takes it to the next level.Even with a strong onscreen or PDF mock-up, metallic options When I prototype with Cog, we often do it in two stages – frst are diffcult to envision in a design. In order for us to know exactly for structure, shape and substrate; second for exploring different how the packaging would look in real life – in three dimensions fnishes. ‘All you have to do is look on store shelves to see how – we knew we needed the power of prototyping. We wanted important touch is,’ says Lindsey. And we know from research that to ensure that the fnal design would look and feel the way we once a shopper picks up a product from the shelf, they are more imagined, while leveraging our budget and engaging shoppers. After likely to put it in their cart and purchase it.all, successful packaging must have shelf appeal to attract and Having a product design to experience in the third dimension is engage shoppers and create confdence and trust once they get the important for the purchasing manager and/or for a consumer test product home. panel, too. Elements that drive touch will usually add cost to the I worked closely on the Wildfare prototyping with Lindsey packaging. Brands need to make sure that their investment will Frimming, partner and chief innovation offcer at Cog, who put it pay off.this way: ‘Whether it’s fragrance or food, if the packaging doesn’t stand out on the shelf, the consumer is going to just keep moving.’ The ‘wow’ factorWith social media infuencers and brand fans ‘unboxing’ their Experiencing design in the physical world purchases on various platforms, the most successful packaging After much consideration, I’ve compiled the top three advantages today needs to provide a unique consumer experience. Is there of package prototyping: touch, experience and sight. Let’s start with printing on the inside of the box? Is there a hidden drawer? Does touch. Holding a packaging design in the physical world, rather than the packaging align with expectations that the shopper had when just seeing it onscreen, feels very different. We can turn it in every they ordered online? Or is it simply beautiful packaging that makes direction, test it in different lighting, and trust it because it is a the viewer think, ‘Wow, I want to experience that product’. It’s physical object. nearly impossible to know if your customer experience will create People are often surprised at their response to touching a a ‘wow’ sensation without prototyping it as part of the design labelsandlabeling.com