Page 69 - FoodFocusThailand No.211 OCTOBER 2023

STRENGTHEN THE PACKAGINGGTHEN THE PACKAGING
STREN
It is undeniable that being “different” is a fundamental feature for
packaging to be unique and stand out from its competitors. But do you
know that among those differences, it also often involves details and
approaches that bring about these differences? So, I asked myself:
“Ah....would it be feasibly possible if we were to produce a set
of tools to create unique packaging?”

The Science of Differentiation:

Create Unique Packaging with the

“Differentiation Checklist™” Tool

To answer this question, I spent nearly eight years conducting Let’s conduct a deep dive into the details of the 8
trials and experiencing errors on the global packaging keywords.
competition stage (being different in the competition can be 1. Color refers to the logo’s color and the observation of the
considered an incredible feat). It wasn’t until my company, overall packaging color theme used by the competitors in the
Prompt Design, became the 15 -ranked packaging design market. What are the prevailing colors that each brand is using?
th
company in the world that I consolidated and filtered through For example, if a competitor uses blue and the product is a well-
all of my extensive experience and expertise until a design tool known brand in the market, then we should avoid colors that are
was born. I am now ready to share this “Differentiation similar to that famous brand.
Checklist™” tool with my readers who want to make a 2. Graphic refers to the elements that appear on the packaging,
difference in their products. This design tool can also simply be such as graphics, images, and the printing techniques used.
known as “The Ultimate Differentiation Tool.” 3. Message refers to the key text on the packaging, such as
the product name, claims, and the various icons that identify the
What’s good about it, and why? product or its benefits.
In a nutshell, this tool serves as a framework for keywords, i.e., 4. Functional refers to what other functions this packaging can
to remind designers to think or consider these matters before use. For example, can it be easily opened, easy to carry around,
embarking on a design or making final decisions on a packaging or used to carry things in, etc.
design. 5. Shape refers to the shape of the packaging. This is as
important as any other keyword because the shape of the
How to use the straightforward Differentiation packaging can make a significant difference to our products and
Checklist™ tool become an iconic image in the future. For example, the Toblerone
Considering Figure 1, you will see 8 colors indicated with a chocolate box has a unique triangular-shaped box or even the
specific keyword that will help designers plan their ideas. These shape of the Yakult drinking yogurt bottle or various well-known
keywords are to be inserted into a table with different fields liquor bottles full of unfamiliar shapes. Therefore, it can be
(Figure 2), with the first row arranged from top to bottom concluded that the shape of the packaging can be one of the key
indicating the brand of Competitor A. The next column belongs factors in making a difference.
to Competitor B and others, respectively, and your brand will 6. Material refers to the various materials used for packaging,
be indicated in the last column. whether wood, aluminum, plastic, paper, or even different
Thereafter, analyze your competitors by stating or inserting environmental-friendly materials. However, always keep in mind
photos to make it easier to understand them (Figure 3). For that the material used must be able to protect the products as well.
example, in the Color field, you can enter what colors other 7. Interactive refers to the interaction, the true meaning of
brands are using; in the Graphic field, you can enter graphics which refers to how our packaging interacts with the consumers.
or photos of that particular brand, etc. For example, the packaging of a Coke bottle whereby the label
Subsequently, when all fields have been filled, we should can be removed and tied as a bow, or even the use of AR scanning
be able to see and understand the overall picture of that technology on McDonald’s french fries boxes that can be scanned
particular market and the packaged products used to to allow the consumer to play football games, etc.
communicate their brands. In this regard, we should also be 8. Production refers to the possibility of changes that can be
able to clearly perceive the issues that should be addressed for made to our production process, which includes the product
our brand and provide feedback or criticism on the styles production line, the packaging lines, the packing lines, and the
proposed by our packaging designers. Additionally, we should sealing lines, all the way until the product is fully completed.
be able to immediately recognize if our design is really different Considering all of these factors should motivate us to question
or if such a difference will really be able to compete in the market. our own brand or a brand that is about to be developed: “Have
The more our packaging is perceived to be unique and we thought through about this... (8 keywords) ...yet?”. I hope
different from other brands in each keyword field, the more you will find all these unexpected differences just like me.
differences appear. This Differentiation Checklist™ tool has
been published in many countries, including Japan, China, and
Taiwan, and has also been published in the book of the
Packaging Design Association in Japan. Therefore, I am More Information Service Info C012
confident that it can be sufficiently compelling if the above-
mentioned process is applied. OCT 2023 FOOD FOCUS THAILAND 69

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