Q: Marketers sometimes look to other product catagories for package-design inspiration. How can they measure and determine whether the inspiraion they've found in another category is right for their brand?

A: One path is to look closer at consumers who will purchase your product. The consumer’s frame of reference goes beyond your category, bringing in all the perceptions and experiences that satisfy a particular need or desire.

Here is an example. The Rid brand had developed a non-toxic, pesticide-free SKU called Pure Alternative Lice & Egg Removal System. Consumers would need to quickly understand the difference between this product and the original Rid line. Target moms were interested in the gentle and safe formula as an alternate solution.

Moms buy products in other categories that they perceive as safe, gentle, and caring. Yet, many products with aloe and antibacterial products deliver on these attributes.

These products use visual cues to deliver the safe and gentle message. Tactics include the color palette, layout direction, and typography.

The design and product name for Rid Pure Alternative positions it as a safe hair treatment. The soft greens feel safe and protective; the diagonal curve, gentle and caring. The sub-brand font is approachable and friendly, implying ease-of-use. The strength of the Rid brand assures efficacy.

— Barbara Harrington
   President at Brandesign

E-mail Barbara Harrington or call her at 609/490-9700.