When you are trying to sell your product, branding is key. However, not every packaging graphic design is perfect and mistakes are often made. Although this could be viewed as a learning experience for the designer, it could be a potentially fatal error for business owners who may lose a substantial amount of money to common branding mistakes.
San Diego’s graphic design and branding company, Lien Design, has really done its homework. They are familiar with many of the common mistakes package designers make and they have the know how to avoid them. Whether you are a graphic designer or a business owner, here are some things you may want to look out for in your advertising campaign.
Try to avoid font overload that can overwhelm consumers. A good packaging designer knows when to break the rules, but typically a good label design will have a limited amount of typefaces. For instance, one hand-lettered logo typeface for the product name, one for the large tagline or descriptor, and one for the other selling points. There are exceptions, for instance, if you’re creating packaging for a kid’s brand, you may want to use more fonts to create more of a fun, engaging design. But use caution when using more than a few typefaces on your branding!
2: Stock Images
Stock images can be helpful and can save designers money they might spend hiring professional photographers. However, there is also the potential that these images have already been used in other ads. Alert your client of the pros and cons of using stock photography. Especially this day in age, it’s common to see the same photo used across several different companies. If possible, hire a fantastic photographer, especially if the photo is the focal point of your package design.
3: Understanding the Brief
Graphic designers must understand what the client wants, and also what the target demographic is. They should read carefully through all the details provided and not be afraid to ask questions. It can save time and money in the long run. The important thing is, in the end, to sell product! Making the client happy is great, but if the packaging design isn’t a success in the long run, you have not succeeded in your job as a package designer.
Once your design is done, review it carefully for spelling errors and grammatical mistakes. Spellcheck is a good way to check for errors, but is won’t catch everything so make sure to look over your work more than once. I would recommend hiring a third party, or someone else in your company, to give the label design a second and third proofing to make sure it is absolutely perfect. Bonus tip: make sure to have your client sign off on all final artwork. This serves two purposes: 1) it covers your business of legal responsibility, and 2) it helps your client to know that the project is officially wrapping up.
5: Being Original
Package designers may wonder if there is an original idea out there. While it is fine to seek inspiration from other brands, it’s important to avoid plagiarizing the work of others. In this modern world, where social media is so prevalent, plagiarism can be found out easily and could be a career killing move.
6: Not following trends
While it might be tempting to follow a trend in your graphic design, especially when it comes to your logo, try to avoid doing so. Soon enough, your branding will look outdated. You need to come up with something that will endure the test of time.
Top-notch branding and package design can really make or break a product. You want to be sure that the graphic designer you chose is familiar with all the pitfalls of the industry so that you can be confident your product is given all the advantages it deserves. California’s Lien Design is a professional branding company that is familiar with the common mistakes package designers make and with their experience in the industry, you can rest assured your brand will not fall victim to any of these potential disasters. Lien Design, trust your branding to the best.