A Guide to Product Packaging Design

Packaging keeps the world organized. Whether it is the wrapper for your M&M’s, a hamper for your laundry, or the bottle containing the delicious liquid particles of your beer, what we put inside matters!

What exactly is product packaging? Product packaging design refers to the creation of a product’s exterior. This includes the selection of materials and shapes, as well as the graphics, colors, and fonts used for the packaging—whether it be a box, a can, a bottle, or any other type of container.

It is a practical tool, yes. (I mean, how else are you supposed to actually get the beer into your mouth?) But it is also more than that. Like all good design, packaging tells a story. It is also a sensory experience that engages us literally through sight, touch, and sound (and potentially smell and taste, depending on the product/packaging). All these details help us understand the purpose of the accompanying product, how it should be used, who it is intended for, and, perhaps most importantly, whether or not we should buy it.

In this product packaging design guide, we examine how to ensure your packaging tells the story you want to tell. We will help you ask the right questions and consider every stage, from design to package strapping.

3 crucial questions

There are three questions you must answer before you begin designing a product’s packaging:

• What is the product?
• Who is the target audience?
• How do consumers purchase the product?

Let’s examine these issues in greater detail:

1. What is the product?

It is not a trick question; it should be easy. What are you selling? How large is it? What materials is it made of? Is it delicate?

This question will help you determine whether there are any logistical requirements for your product packaging. For instance, a delicate item will require more secure packaging. Conversely, a large or oddly shaped product may necessitate custom packaging instead of a standard, off-the-shelf box.

2. Who is the target audience?

Is the product intended for men, women, or both? Is it designed for children or adults? Is it aimed at environmentally conscious consumers? Or is it targeted at those with high disposable income?

Product packaging must appeal to the ideal consumer; it is essential to identify this target audience before beginning the design process. Products intended for seniors may require larger text. Furthermore, items aimed at a high-end clientele must incorporate materials that evoke a sense of luxury.

3. How do consumers purchase the product?

Do they buy them in a supermarket? In a small boutique? Online?

Packaging must be approached differently when a product is intended for online sale and shipping than when it needs to stand out from the competition on a big-box retailer’s shelf. Items sold online likely should not have excessive extra space, which could cause the product to rattle or the packaging to collapse. Conversely, products displayed on store shelves must capture the attention of a shopper surrounded by eye-catching items in attractive packaging.

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Do you have your answers? Good. They will guide you through all the other (many) decisions you will need to make throughout the packaging design process. For instance, what should be done… in the event of any issues upon delivery of packages for the client?

Still asking yourself these questions? You probably aren’t quite ready to begin the packaging design process. And that’s okay! It is far better to take your time and do things right than to rush into it too early.

Check back next week for the rest of this article 🙂