03 Dec Product Development
Licensed Art Application Without Mysteries #2
In the last edition we talked about the development of packaging arts in licensing, in this edition we will talk a little about the development of products and what are the most important details for a good result on the shelves.
Sometimes we think that just changing the color of the product to the colors indicated in the Style Guide and putting a decorated sticker, ready, it was a licensed product! WRONG! Licensing goes far beyond a sticker. We have to take into consideration the needs of the brand and its marketing plans, such as market trends, product categories to be launched, actions on distribution channels and many other details.
does it have the license identity or does it look like a generic product when the product is unpacked?
The unpackaged products must be licensed products! A toy flashlight, for example, if it has only the colour of the license and some stickers, doesn’t live up to the brand it represents. The product needs to be independent of its packaging, and carry the brand identity.
The Copyright
Attention to production details. There is a lot of product in the market with © Copy in font size 24. Huge and unnecessary, we are not selling the copy but the brand. It is not because the product is large that © Copy has to keep up with its size. Make a simulation of the art applied to the product to check the overall look of the piece. Make sure the decoration is as expected, do not wait to find the errors after its production.
When I have restrictions on the production of parts and molds, what to do?
When production has restrictions such as the number of colours to print, make sure Style Guide contains artwork for this type of production. Otherwise, talk to your licensing agent and study the creative possibilities for that product. Again, do not wait to send the product already produced for approval, as the result may be negative. If necessary, to understand all the details of the brand development, ask the licensor for training from the art team.
What is the tip for a good Licensed Product layout?
Read and understand the Style Guide! Talk to the licensing agent, raise your questions to minimize all the difficulties in the art creation process. For example: use different colours in patterns and icons, how to use character poses, brand logo and other details.
By understanding the entire process of brand development to create Licensed Product and package and mastering production techniques. Your company will contribute to building the brand equity of the licensed brand with your target audience, making your products differentiated with quality and visual coherence.
Licensed Art Application Without Mysteries Series
Read the other articles of this series:
#1 Packaging
#2 Style Guide
#3 Product
Articles available at EP GRUPO – Brazilian Licensing Group.