- 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.
