Packaging design is creating packaging for a product that securely contains, identifies, and delivers a product. Every product has packaging from food boxes to tea bags and even your new appliance. Almost every single product in a retail or online store has packaging. Graphic designers and packaging engineers help design packaging. But almost anyone can design packaging for their products.
What is the Key to Successful Packaging Design?
Several elements come together to create the perfect design. They work together to create a wonderful unboxing experience for the user which also works for your benefit. Consumers remember those feelings when they see your brand again. This is why it is important for you to incorporate your brand or logo into your package design.
The basic elements of good packaging design include:
- Structure
- Materials
- Imagery
- Colors
- Typography
- Form
- Regulatory information
These items collaborate to create a product ready to be marketed.
Why Does it Matter?
Product packaging is practical, but it offers so much more than that. It often convinces consumers to purchase a product. Poor designs turn consumers away from products. Here are three of the top reasons packaging design is important.
- Presents a Strong, Good First Impression: Previously, we mentioned the importance of first impressions. It’s also beneficial for helping your product(s) stand out from other similar products available on the market. Packaging is the first opportunity you get to win a customer and introduce them to your brand – the brand you know they will fall in love with!
- Create and Support Your Brand Identity: Behind your brand is a story worth sharing. You worked hard to create that identity. Packaging design gives you a way to emphasize your brand identity. Since it’s the first thing consumers see, make sure your packaging design tells the story of your brand. Packaging elements like font, colors, and your logo tell consumers your high-quality products are hidden inside.
- Communicates to Customers: Think of packaging design as an informant. It is a means of communication between you and your customers. You can leverage it to tell them everything you need them to know. Great packaging design should answer these questions for customers:
- Who is the product designed for?
- What is the product used for?
- Where can I learn more about where this product came from?
- Does the product expire? When?
- How will this product benefit my life?
How to Get the Most out of Your Packaging Design
You’ll want to look at designing your packaging from a few different aspects, so you make it as effective as possible. Here are three questions that can help you share your company’s values and create the image for your brand:
- What types of products are you selling?
This is not a trick question! The answer helps you discover the functionality you need in your packaging. The material, weight, size, and type of product help you determine the size, type, and sturdiness of your packaging materials.
- Who is buying your products?
The answer to this question helps you know what packaging elements appeal to them. You want the most effective unpackaging experience you can build for them. And you want to appeal to them in a way that encourages them to explore your product.
- What is your brand aesthetic?
As stated earlier, your packaging design should represent your brand. Help your designer choose the aesthetics you need. This includes your logo, imagery, fonts, and color schemes.
Once you determine the aspects needed, it’s time to work on the packaging design. A great design speaks to your audience, represents your brand, and is functional.
