Creative consumer product design professionals MUST be great storytellers, and do so with few words and images. If lucky, designers get to do this work with the help of copywriters. Often, designers are only working with developers and marketing partners. They are the first consumer “pitch” person via the design effort.
One of the most difficult jobs is storytelling for DIY products which are creativity complex. Images, graphics and copy-writing are the tools of the trade.
You’ve got to tell the product story in a concise manner, capture the shoppers attention and tell them what the product does in a matter of seconds.
Designers have to create a compelling story telling aspect to creative consumer products.
What is it?
What does it do?
Who is this for and who’s purchasing it?
How do I do it?
In this instance, you’re selling to Mom, Dad, Grandparents (Adults) and the Kid. You have to consider what language do you use for all of these shoppers, and what aesthetics do you apply?
If you can’t capture their imaginations, they’re moving onto the next thing!
This is what packaging iteration design can look like. The lettered packaging options were submitted for an online consumer insight review. Consumer comments helped to eliminate the options that failed to communicate the concept.
Also included, the final iteration which went to production, front and back. Notice the cute kid didn’t make the final cut. 😏 Sometimes models “read” well on packaging, sometimes not. It’s a cost you’ve got to budget for, you usually can use the model shots in other marketing collateral.