Designer Interview: Janis Goberman
Janis GobermanJanis Goberman Design
Janis Goberman of Janis Goberman Design is a New York-based creative consultant who specializes in package design.
Although she has worked with both large and small brands, helping start-up companies overcome packaging challenges is what she most enjoys.
“For a smaller company, design is used to create a new image—and that’s exciting,” she says. “When design is used effectively, even start-up companies with limited resources can develop packaging that will project the image of an already successful and established brand.”
Goberman has more than 25 years of experience in the industry. She has worked with many companies including The Estée Lauder Companies, Joan Rivers Worldwide Enterprises, Georgette Klinger, Bath & Body Works, Revlon, Peacekeeper Cosmetics, and Prai Beauty.
When choosing stock packaging, Goberman says it’s important to think about whether or not the sizes and shapes of the different types of packages will work well together. Also, the packaging needs to reflect the product’s pricepoint. “Consumers have come to expect and notice more details, such as the quality feel of a thick-walled jar. However, it is also important to not ‘over package,’” she says. This means finding the right balance with a package that reflects the quality of a product but that is not too extravagant. “Consumers want to feel as though money is put into the development of the product, not unnecessary packaging,” she adds.
Prai’s old packaging (left) and its new, redesigned packaging (right).
Recently, Goberman was assigned the task of designing new packaging for Prai Beauty’s skin care line, which is sold on ShopNBC. Goberman had designed Prai’s original packaging ten years ago, so she knew the brand well. One of the design goals for the new packaging was to make the collection look more striking on television.
“One of the biggest mistakes often made when redesigning a line is to make changes that are too drastic. Certain elements of the old packaging should be maintained so your customers will still identify with your brand,” Goberman explains.
Goberman kept the same flower logo, but made it a more prominent part of the packaging. It is used as a unifying visual element on all of the cartons. Disc Graphics (Hauppauge, NY) printed the cartons using pearlescent pastels on a white background.
The Prai skin care line includes bottles, thick-walled jars, and a serum bottle with an eyedropper cap. Brad-Pak Enterprises (Garwood, NJ) supplies and decorates the bottles. When selecting the components, Goberman’s goal was to choose packages that had simple, clean lines and a medicinal look. “This style helps convey that the brand is a serious skin care treatment line,” she says.