Product packaging refers to the exterior of a product, and includes material, form, graphics, colors and fonts that are used on any kind of container in which a product is stored or placed. The type of packaging varies depending on the product range, size, shape, weight and purpose of it.
Objectives
Marketing Person’s role in this process objectives are:
Check the product and brand are adequately reflected.
Check the packaging is consistent with other products.
Check the packaging size, colors, fonts, element scaling and positioning are correct.
Provide assistance with content writing for some products.
Provide assistance with image selection for some products.
Checking Packaging
Marketing Person will be responsible for checking the product packaging artwork/design.
Marketing Person will receive the request for checking the product packaging artwork/design from BD Person or Account Manager, via task.'
Marketing Person will access the folder(s) where the files are saved and check the Primary (Label, Print on container) and Secondary (Box, Insert) product packaging. Notes: - The types of Primary and Secondary packaging vary depending on the product and there are products which don’t have Secondary packaging (e.g. bottle that does not come in a box). Marketing Person should confirm with BD person or Account Manager if all the Packaging Mockups are saved in the folder
Marketing Person will check the following:
PACKAGING SIZE:
Primary/Secondary packaging is too small or too large? For example, does the box fit the contents?
Is the box too small for merchandising purposes?
Is the label too small to cover the sachet/bottle/tube/etc. adequately?
Packaging orientation and type (display box) makes sense with the product purpose? OTC products for example.
PACKAGING IMAGERY:
Primary/Secondary packaging images are high resolution?
Are the images relative to the product purpose?
Is the scale of the image suitable?
Are the images relative to the destination market and target demographic? For example, swine picture for the Middle East market is not acceptable, women with visible hair in some countries. Pediatric products should have friendlier images.
PACKAGING PRODUCT NAME:
Does the product name make sense from a merchandising perspective?
Are we using another company’s trademarked product name instead of the generic name?
Are the accurate, industry specific terms utilized? Compared to other brand leaders.
PRODUCT COLORS:
Primary/Secondary packaging colors reflect the product purpose?
Are any colors of similar products repeated?
Is all text readable on the background color (do colors clash so cannot read the text)?
PACKAGING ELEMENTS SCALING:
Primary/Secondary packaging elements proportional to the size of the primary or secondary packaging size?
Can the elements be seen clearly (not too small)?
Are all elements consistent, in terms of size, with the same packaging range+size of a similar product (Does Ceftriaxone Powder for Injection packaging elements match Cefotaxime Powder for Injection)?
PACKAGING ELEMENTS POSITIONING:
Primary/Secondary packaging elements positioning in a logical, smart layout according to UX best practices and expectations. Compared to other brand leaders.
Are all elements consistent, in terms of positioning, with the same packaging range+size of a similar product (Does Ceftriaxone Powder for Injection packaging elements match Cefotaxime Powder for Injection)?
PACKAGING FONTS:
Primary/Secondary packaging font type is consistent with the same packaging range+size of a similar product (Does Ceftriaxone Powder for Injection packaging fonts match Cefotaxime Powder for Injection)?
Are the font sizes proportional and easy to read? Check the fonts according to the actual packaging dimensions (print if necessary).
PACKAGING CONTENT:
Primary/Secondary packaging content consistent with the same packaging range+size of a similar product (Does Ceftriaxone Power for Injection packaging content match Cefotaxime Powder for Injection)? Compared to other brand leaders
Does the packaging content contain relevant information to meet the product purpose?
Are the contents grammatically correct? Double check as we cannot have any mistakes.
Are images as instructions for use helpful for the specific product type based on industry standard? Are the images itself clear and serves the purpose? For example, some medical device products have these on the primary/secondary packaging.
Marketing Person will make all the comments for edits and/or corrections in the Excel File [SOXXX - Batch Numbers], column MARKETING DEPT. Note: - Excel File is created by the BD Person or Account Manager in the same folder where the Mockups are saved.
Marketing Person will notify the BD Person or Account Manager that the Packaging has been checked and that the comments are saved in the File. Note: - After BD Person or Account Manager makes the relevant revisions according to the comments, final confirmation is required from the Sales Manager to approve the design.