General
How do people identify products in a grocery store?
How do they discover new things on the shelf?
How does the context affect scale and legibility of text and image?
In what ways does packaging affect the user's experience once it's home?
How might that be altered, improved, or made more meaningful?
How do various surfaces work together to tell a complete product story, including govt. regulated information?
The Big Picture
Product name?
Background information on the product?
What is the product description?
What are the benefits of the product?
What does the brand stand for?
Define The Problem
What are the challenges in which the product/packaging must address?
Does it have any components?
What elements must appear on the package?
Has the material already been selected, or is it still open for suggestion?
Who are the competitors in the marketplace?
Who/what are the competitors on the shelf?
What is the key response we want from the product & package design?
What is the current mode of appeal?
What is the retail environment?
Will it be available to the mass market or speciality shop?
Corporate colors, personal likes/dislikes, available resources such as copy, photos/illustrations?
What are the distribution considerations?
The Market Segment
Who are we communicating to?
Demographics?
Psychographics? (user motivation)
Research
Current URL:
Current tagline:
Current social media:
Current approach/positioning:
Creative Objectives & Goals
Criteria for success:
Mandatory elements:
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