There are so many aspects to consider and assess when developing food packaging. Successful packaging needs to perform on a number of levels and guide the consumer through distinct stages of the selling process. How do you know if your packaging will be effective? I’ve consolidated many of my past articles into a checklist to ensure your packaging is hitting all the marks. Links go to articles where applicable for more detail.

All too often I see creative briefs that are either filled with marketing jargon, lacking the correct details, or both. I personally prefer creative briefs that are simple and to-the-point. They give you the essentials to fully comprehend the project, while opening the door for the creative juices to flow.

Ever since clean eating, superfoods and functional foods have exploded in the marketplace, brands are wanting to say as many positive things as they can about their products through selling points on the package. However, claims are the number-one way for a brand to get in trouble for not being compliant with FDA regulations—and attract class-action lawsuits.

So often people think they can just put a label on a product and call it finished. What they don’t realize is that packaging has a strategic side—a well thought-out process that generates specific results—and many packages miss the mark.