Banana lesson for packaging – to create bestsellers


When you heard the term “banana lesson” for the first time the question arose – is everything really so simple? After all, the creation of a packaging from modelling of the form, material selection to graphic design and realization is an extremely complex process that requires a lot of knowledge, experience and imagination. Or maybe in order to create the most popular packaging, their developers and marketing specialists need to have a banana in front of their eyes?
Better understanding of the banana value is ensured by the insights of the communication experts on the good packaging design. In fact, a banana will not tell you which form, raw material, or graphic design to choose for a specific package. Cognitive science will help you to answer such questions. But the banana “at your hand” can remind you of the criteria that a good packaging meets.
Uniqueness: Creating a package that is so unique or even an icon is a daunting task. It requires teamwork and time to complete it. On the other hand, raising the right questions can be a good start. Questions such as: What is my product’s exclusive packaging? Why should users like specifically it? What will allow the user to identify and choose exactly my product from many similar?

Ergonomics: When looking for solutions for new products and packaging, you should also consider the suitability of the packaging for picking up the product, unpacking, transporting (considering the whole supply chain). Can the product be ported? This is particularly relevant for attracting a mobile modern user. If the product can be consumed in several times – is it safe and comfortable to store for later use (re-closing)?
Communication: Information and communication are different things. An observation has stuck into the memory that we are generous in informing, but information does not sell. When more and more purchasing decisions are made, the need to integrate packaging into the overall context of communication with consumers becomes only stronger. Banana also has its own communication – who has not heard / seen the jokes about slipping on a banana peel? So you should answer the following questions: What is told about the product from its packaging? How is it echoes by external communication means? What kind of emotion does the packaging create visually and by what kind of tactile effects can it be enhanced?
Engagement: The attractiveness of the product can be enhanced by the packaging solutions of intelligent technologies. The banana’s suitability for consumption is evident from the changing color. Not in the instructions for use. Maybe your packaging may have similar “smart” features? How to personalize the packaging so that every buyer finds a product for him/her according to his/her interests, characteristics, lifestyles? After all, we often experience weaknesses for specially designed products. In what other ways could we surprise the consumer, interest? For example, when creating a ritual of consumption – peeling of a banana is a great example of a ritual. Sustinability: It is expected that the relevance of the principles of a sustainable, circular economy will only increase. As a result, consumers’ demand for packaging the products in environmentally-friendly packages is likely to increase significantly. Banana “package” is just that – biodegradable, but environmentally friendly solutions are recycled packaging, reusable, and made from secondary raw materials. In order to find the solution most suitable for a particular product, you will have to work, but the banana will necessarily remind you of the need to create an environmentally friendly packaging. 
After reading, you will say that there were more questions than answers. Really so. That was the purpose of this publication. After all, often being in hurry, feeling the pressure of the market, we are struggling to react as quickly as possible and we forget to raise the issues necessary for the development of the best-selling package. The necessary questions will help you to get the answers you need. The latter will be found by a creative team, packaging partners achieving your goal and, of course, by the users themselves.