From shapes and materials to graphic styles and shipping requirements, the design of your packaging is a very broad term that has a significant influence on your business.
Imagine the following situation:
You are in a shopping street; you are trying to choose a box of chocolates for your mother on her birthday.
There are dozens of choices: round boxes, small packages, cans and many other designs that all whisper “buy me”.
Would you like to examine the ingredients of each piece in each available box? Compare the amount of calories per box? Probably it is not.
You will get something that looks attractive. It is clear and simple.
You regularly face this client’s nightmare. And frankly, your choice often depends on the design and packaging. It is the design of the chocolate box that attracts your attention and is a gift in itself. It could be a logo, an elegant appearance or an unusual shape that caught your attention and led you to buy this particular box.
What is packaging design?
Whether it’s McDonald’s food boxes, Apple product packaging, or even tea bags, you can find packaging everywhere and use it every day.
Packaging design means a wide range of products (and the possibilities they offer) and the corresponding packaging solutions, developed to meet the requirements of each product.
Although this is a way of thinking about packaging design, it is also crucial to understand the other dimensions that describe and define it. You need to know three main perspectives.
- Graphic and packaging design
- Product and packaging manufacturers
- Marketing and packaging design
Each of them defines the packaging design in a different way. Understanding these different points of view will also help you make decisions about your packaging solution.
Graphic and packaging design
From the graphic designer’s point of view, the design of a packaging is the visual identity of a given brand.
Packaging is not only “responsible” for attracting a customer’s attention; it also provides product information and reinforces a company’s brand image.
It is your graphic designer’s responsibility to find the ideal place to stick the brand’s atmosphere and packaging.
Product and packaging manufacturers
The second dimension is the manufacturer’s perspective. Each packaging design has production limits. Of course, you can dream of a box that uses the “Titanic” theme when it is open, but is it practical for your manufacturer?
Most importantly, will this sophisticated packaging secure your product?
Manufacturing includes all technical aspects of packaging, such as:
- Materials used
- Finishing details
- Shipping standards
- Any regulations in the countries where you ship.
Marketing and packaging design
The third topic of the packaging design discussion is marketing and how it defines the design of your packaging.
What does that mean? From a marketing point of view, packaging is an element of your marketing strategy.
Your marketing department is responsible for the following decision:
- Define the markets best suited to a product in a specific type of packaging
- Use packaging as a means of promotion
What is the key information to include in the design?
The packaging is also responsible for the communication and promises of your brand. Your packaging solution project should emphasize the essential value of the product and clearly explain what it is. In addition to that represents the emotional aspect of the brand.
Evoking emotions is crucial and packaging is a natural way to pay attention to the customer. An intriguing intelligent style, shape or other details increase the chances that your brand will be anchored in your customers’ minds, because all of this sets you apart from others.
In the next section, you will have the opportunity to see the most popular style trends and designs.