Weaving Character Development Into An Engaging Rand 'Story'
Mug's packaging—inadvertently—told that undesirable story quite clearly.
- The following underlying principles guide the process that brings characters to life on packaging.Understand the difference between icons and characters. You can treat an icon as a design element that orbits around a larger idea.A character, on the other hand, should live on packaging as the central idea. Make sure your team agrees on what type of character you're using.
- Find the underlying story of your brand and character. Packaging works just like television, books and games; its purpose is telling a story. Each of these forms of communication has its own strengths and weaknesses.You want to determine how packaging can tell its own version of your brand's story.
- Variation is good. Effective storytelling uses multiple versions and voices to communicate in different ways. If you understand the story framework, you can deliver the story with greater richness and fullness.
- Think "inside the box" (or, at least, on the side). Audiences like to discover stories in unexpected places. Use all the surfaces of your package in telling your story. Characters don't have to shout from the front panel to be interesting.
- Stay "in character." Present your character in a way that leverages how you tell your story in other media. M&M's does this well.