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JDA Refreshes Avery Card Packaging

For this particular product category, 88% of customers are looking for cards before they walk into the store. So the primary goal of Avery’s packaging architecture is to help the customer find the right product to suit their needs. There are over 60 SKUs in Avery’s portfolio comprising of 6 different types of cards. At retail there could be as many as 30 Avery SKUs that the consumer has to navigate in order to find the product they need.

Over the years their standard architecture had taken on different forms depending upon when the product was released. The line started to lose its cohesiveness for several reasons:

1. New technologies released
2. Different product managers overseeing the product line
3. Popular SKUs had extended opportunities to be updated more often

The most important items customers look for when shopping for cards are:

• Different card colors/finish
• Type of printer needed (laser versus ink jet)
• Card size and quantity in the package

JDA was asked to study the recent packaging refresh to Avery’s line of mailing labels, an adjacent category to cards, the current printable cards packaging and then recommend design directions based on the Avery creative brief. There were different aspects of the package we were asked to explore:

1. Hero development and background environment imagery
2. Product name lock-up
3. Product and quantity description lock-up
4. Use of violators

Below are a few “before and after” images of select packages.

The main objective of improving the shop-ability of this line was achieved by simplifying the product name lock-ups and the content lock-up. We also distinguished between the superior Clean Edge products VS the micro-perforated products with a call-out and utilizing different backgrounds.

BEFORE	AFTER
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