Trend

Standing out on the shelf

FMCG companies are employing computational tools for saving time and creating better product packaging to corner shelf space, says Vinutha V

About a year back, any brand of talcum powder looked the same barring subtle differences in the graphics that conveyed the brand name and the fragrance of its contents. It was the same with other FMCG (fast-moving consumer goods) products such as energy drinks, shampoos and washing powders. That scene is changing now.

Indian FMCGs are attempting to give a fresh look and feel to their product packaging by using computational tools such as those used for simulation, creation of models, walkthroughs and optimisation. These tools help FMCGs in fighting for scarce shelf space in retail stores by playing around with the design aspects of packaging and products. These companies are now entrusting professional industrial designers with the task of modifying the structural or graphical designs of existing products.

Expressing more precisely

Retailing and buying patterns have changed considerably in the past few years. Earlier, FMCG products were sold through neighbourhood kirana stores, few product lines were available, and shelves used to be cluttered with products.

But changes in socio-economic conditions and the upwardly-mobile aspirations of the Indian middle-class are triggering changes in consumer behaviour and buying patterns. There are an increasing number of imported products competing with domestic ones, and on the local front, several companies such as Anchor and LG have moved into the FMCG space. These companies are fighting for shelf visibility by focussing on attractiveness and usability. They are looking for clutter-breaking designs to woo customers. “Apart from designing products aesthetically, conveying the content in a proper manner is important for them. The expression of contents and instructions for use should be communicated through the design which is a value-added feature,” says Shyam Sunder B K, Specialist, Industrial Design, Design Engineering Services, Tata Elxsi.

Adds Vinay Rao, Director, Bang Design, “Counterfeiting is bound to happen in FMCG products, therefore manufacturers are aiming at setting a trend. Product aesthetics do not include mere structural shape...they are also about material, texture and transparency. Additionally, the spillage, breakage and transportation of products are to be considered.”

FMCG manufacturers face challenges from retailers as well. Even if a store planogram is given to retailers, they give prominence to products that draw higher margins. (A planogram helps stores to build and update consumer interest by getting the right products in front of customers so as to support corporate branding and promotions.) Such factors push FMCGs to go for products with designs that are attractive in any corner of the shelf.

Tools of the trade

Designing begins with a comprehensive brief from an FMCG company to the design firm. Among other things, these firms offer research-oriented work such as ethnographic observations and psychometric studies to obtain soft aspects of a customer’s reaction while entering the store and picking up products. These tasks are usually outsourced, but sometimes initiated in-house. They aim at analysing customer behaviour that can be incorporated in the making of the design.

After creating a concept, designers present it on a computer by using Rhino, Alias or SolidWorks—industrial design tools used for aesthetics and usability. Desmania Design recently won the National Institute of Design’s Design Excellence Award for its concept of Vicks Cough Drops jar. States its Director and Chief Designer, Anuj Prasad, “We give ‘photo-realistic 3-D rendering’ that provides an accurate view of the product design. Companies can take quick decisions by obtaining feedback from those involved in the supply chain, R&D, retailers, dealers and transportation.” After the design is decided, in the second phase, these 3-D files are used to make drawings with the help of CAD software. Following this, mock-ups are made and final decisions are taken. When optimisation is needed, ProEngineer is used. In this phase, certain parameters such as volume, fillage and density can be found out.

The designs are simulated and help in avoiding mistakes. Rapid prototypes can give a realistic picture of the package along with the content. Most of the information is known even before FMCGs invest in the packaging. Technicalities such as stress analysis, strength requirement and mould flow are simulated using CAD models.

Graphics on packages have become attractive, accurate and customer-centric due to easy and precise replication offered by computerisation. Well-developed graphic and printing software enhance picture quality and brand value, thereby giving a multi-sensorial experience to the consumer.

The shapes, colours and textures of containers and objects have undergone a huge change in recent times. Says Ashwini Deshpande, Founder Director and Principal Designer, Elephant Strategy + Design, “The solid-modelling and surface-detailing software range helps designers and marketers explore and experiment with a variety of simulations before arriving at the final outcome. Ideation and innovation begin with data and result in tangible and enhanced benefits for the consumer.”

Designers affirm that FMCGs can save about 50 percent of the time on designing products with the help of computational tools, and the designs obtained are more fool-proof than those created using a manual process. “The FMCGs’ manufacturing scale is huge, and the units produced run into millions. Even if one gram of material is saved on each unit it is major savings for them,” points out Rao.

From ad agencies to design firms

Earlier, FMCGs were only bothered about their products’ colour, shape and design as factors differentiating them from the competition. Today it’s feature-based, and FMCGs are spending about seven percent of the total product development cost in designing packaging.

Companies are also relying on design firms rather than advertising agencies. Advertising firms may not have the necessary tools and expertise in handling the expectations of FMCGs. These firms use only 2-D solutions, hence what they make on the computer may not be feasible for manufacturing. By contrast, designers with industrial design expertise can offer what-you-see-is-what-you-make,” explains Prasad.

In times gone by, FMCGs (which were usually foreign multinationals) obtained designs from their global parent entities. Today they think it’s easier to get skilled designers in India and are giving out jobs here—which is why Sunder predicts that local competition is going to get tougher.

There will be clear definitions with regard to designers’ target segments and propositions. In-house designers and tools may not work for FMCGs as it may obstruct creativity and innovation. By comparison, obtaining the services of designers working in other product categories may help.

vinutha@expresscomputeronline.com