Examine typography: its hierarchy, its role in communication and the consumer decision-making process.
Look at photography, images and graphics. Placement, color, size and resolution.
Determine overall color coding: psychological, social and cultural aspects.
Study product’s packaging materials and finishes; gloss, matte, metallic, textured, etc.
Inspect the back and sides of the packaging. Placement of UPC code; manufacturer logo and contact, legal and warning copy information. Nutritional facts panel and placement.
Evaluate shelf-impact.
Research about the consumer. Determine the target audience.
Investigate consumer use. Interaction with the package; size handling and consumer friendliness.
Analyze the perceived economic, physical and emotional benefit that the product has to give to the target audience.
Explore outer (tertiary) packaging for shipping, handling and protection.
Explore consumer trends; new developments in materials and technology; environmental issues.
