Packaging keeps the world organized. Whether it’s a packet for your M&Ms, a hamper for your dirty laundry or the bottle that holds the delicious liquid particles of your beer together, the things we put things in are important!
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Packaging design or product packaging design refers to the creation of the exterior of a product. That includes choices in material and form as well as graphics, colors and fonts that are used on wrapping, a box, a can, a bottle or any kind of container.
It’s a practical tool, yes. (I mean, how else are you going to effectively get beer into your mouth?) But it’s also more than that. Like any good design, packaging tells a story. It’s also a sensual experience, literally engaging us through sight, touch and sound (and possibly smell and taste, depending on the product/package). All of these details help us understand what the enclosed product is for, how it should be used, who should use it, and maybe most importantly if we should buy a product or not.
In the Ultimate Guide to Product Packaging Design, we look at how to get your packaging to tell the story you want.
Want to learn everything you need to know about packaging design? Watch the video below or dive into the article to find out how to design packaging for your business.
There are three questions you must have the answer to before you start the packaging design process for a product. You need to know what the product is, who is buying the product and how they are buying it. The answers to these will mould your design so it best fits your brands needs.
Let’s look at these a little bit more in-depth:
by Martis Lupus via 99designs by Vista.
Not a trick question; this should be an easy one. Ask yourself what exactly are you selling? How big is it? What materials is it made of? Is it delicate? This will help you determine if there are any logistical musts for your product packaging.
For example, a delicate product will require more secure packaging. Something that is large or with odd dimensions, on the other hand, may require a custom packaging solution instead of an out-of-the-box box.
Is the product supposed to be used by men, women or both? Is it for children or adults? Is it geared toward people who are environmentally conscious? To those on a budget or with lots of disposable income?
A product’s packaging should appeal to its ideal consumer; it’s important to know who that consumer is before you start the process. Products for older adults may need larger text. Alternatively, items geared towards an affluent customer will need to consider materials that create a feeling of luxury.
Are they purchasing it in a supermarket? A small boutique? Online?
You’re going to want to think about packaging differently if the product is going to be sold online and shipped than if it’s going to need to stand out from the competition on a big-box store shelf. Items that will be sold online probably shouldn’t have a lot of extra space that could cause the product to rattle around or the package to bend. And those that will be on a boutique shelf will need to catch the eye of a buyer.
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Got your answers? Good. These will guide you in making all of the other (many) decisions that you’ll have to make in the packaging design process.
Still pondering these questions? You’re probably not ready to start the packaging design process just yet. That’s okay! It’s better to take your time and get it right than jump in too soon.
Sometimes a product is stand alone, and in other cases it’s representing an established brand. If your packaging needs to represent a certain brand aesthetic, make sure you’ve gathered the following information before you start:
This is going to be pretty unique and specific to your product, but you’ll want to make sure you have it all sorted out before you start to design your packaging. Depending on your industry, there may be some things you’re required to put on your packaging for legal reasons.
You may need:
by Martis Lupus via 99designs by Vista.
It’s a good idea to have done some style research before you start the design process. Start collecting packaging that you like. Snap photos when you’re at the store. Create a Pinterest board.
Remember, style inspiration isn’t always a one-to-one transaction. Maybe you love the color of a specific shirt, the print of your aunt’s curtains or the font on a sandwich shop sign. One thing to remember, though, is that you’re not necessarily curating packaging design ideas for yourself, but for that ideal customer. You may love shabby, vintage chic, but if you’re selling baby motorcycle jackets to badass biker moms, that’s probably not the best style for your packaging.
Another thing to start thinking about when you’re on your style journey is materials. You don’t have to make any decisions right now, but you’ll want to start noticing the different options.
Packaging design budgets break down into two categories:
One-time costs include things like paying for the original design work, purchasing a stamp (if you’re going the DIY route) and print plate setup (for large, offset print runs.) You pay for this upfront, and usually only once (unless you change your design).
Per-item costs are generally for materials and labor. Each box will cost a certain amount, as will the tissue paper you stuff it with and the tape you use to seal it. And you either have to pay someone to put your product into the box or do it yourself.
You’ll want to have a ballpark idea of how much you’d like to spend before you start the design process. Keep in mind that cheaper isn’t always better; paying a little bit more for your materials could up your presentation (and your selling price) by making your business stand out from the competition.
Once you’ve gathered all the information you need about audience and branding prerequiesites, it’s finally time for the fun part: the design process. Remember how you want your packaging design to tell a story? Now you get to bring it to life. Get to grips with packaging layers to know how to best do this while protecting your product along the way.
There are three “layers” of product packaging: outer packaging, inner packaging and product packaging. Your product may need one or all three of these.
Outer packaging is the first thing a customer is going to see. It’s what protects your product from the elements. This could include the mailer box that the product is shipped in or the custom paper bag the item is placed in at the store.
via Lumi
Inner packaging is what keeps your product nestled safely in the outer packaging. This might be packing peanuts or tissue paper that stops something from getting jostled or scuffed. Or it might be a sealed bag that acts to preserve freshness.
Product packaging is what most people think of when they think of packaging: it’s the box the toy comes in, the bottle with a label, the tag on a garment and the wrapper of a candy bar.
Each one of these layers of packaging gives you a chance to tell a part of your story.
There are many different types of packaging available for your product. Check out these packaging design ideas to inspire your direction:
Choosing between a box and a bottle may sometimes be a no-brainer. But sometimes it’s not. Here are a couple of things you need to think about when selecting the right type of packaging for your product:
Printing is not something you’re going to do until after the design is complete. But you should think about it way before you get to that stage! Not only is connecting with a printer going to ensure you’re solid on the costs of printing, but they’ll also be able to give you specific information that can help you prepare the right files.
via Packaging & Dielines
A couple of things you’ll want to ask about:
Think back to those 3 questions, specifically who’s buying your product and where are they finding it. You’re going to use that to create the information architecture for your package.
You may have beautiful photos of your product in action, a brilliant testimonial from a customer, a witty tagline that explains how you’re awesome, and a great graphic showing customers how to use your product. But when a shopper looks at your packaging they’re probably only going to remember one thing. What do you want that to be?
Pick the one absolute most important thing you want customers to know about your product. That should be the centerpiece of your design.
You can then add 2-3 things you want to show once they’ve picked up your product (or clicked on your link) that will close the deal. Let’s look at some examples:
You’ve got some great packaging design ideas! Now it’s time to give some feedback. Here are a few things you’re going to want to think about:
The packaging on this product is clearly misleading. Where is the rest of the chocolate? Via Funtasticus.com
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via Trending Packaging
by Mj.vass for Louisville Vegan Jerky Co via 99designs by Vista.
Before finalizing your packaging design, ensure you take a comprehensive approach. Look at the most recent packaging design trends to see what’s currently in vogue. Run your design by both key stakeholders and individuals who have never heard of or used your product. This dual perspective will provide valuable insights for creating a design that resonates with both your established audience and potential new customers.
Even if it’s just your neighbor across the street, people not closely associated with your product will notice things you never did. Consider asking them:
Their answers to these questions will help you determine if the packaging is communicating what you want it to. If it’s not, go back to the drawing board and figure out what you can change.
You’ve decided on your packaging design. High five!
Now go back to that information you got from your printer and check to make sure you have the right files. You probably need:
Here’s a quick guide to some common packaging design terms:
Adobe Illustrator (AI) file — Adobe Illustrator is a design program used to create vector images, which you will need for printing. Files created in this program have a .ai extension. You will need Adobe Illustrator to open these files. (If you don’t have it, that’s okay! Your printer will.)
Barcodes (UPC and EAN) — Barcodes are those groups of lines on any package. They have machine-readable data on them that stores information about the product, including price. There are several different types of barcodes, including UPC (Universal Product Code)—the predominant barcode in North America—and the EAN (International Article Number (it was originally “European,” hence the E), a global barcode. You may wish to apply for these before you get your packaging designed.
Bleed — In printing, you use a bleed when your design goes to the edge of your paper (or box, or wrapper). In this case, your final design file will actually add a little extra to the edges (the “bleed”) so that when the design is printed and cut to the right size there’s some room for error if the cuts are a few millimeters off.
Canister — A round or cylindrical container, typically made of metal and used for storing things like food and chemicals.
CMYK — Stands for cyan (blue), magenta (red), yellow and key (black). These are the four colors used in printing. Each color has a CYMK code that a printer will use to help color-match your design and the finished package.
Dielines — The flattened pattern of your product packaging. Designers and printers use them to create the proper layout for a package.
EPS — Stands for encapsulated postscript. This is a file extension for vector-based images. They can generally only be opened in specialized graphic design programs.
Digital printing — A modern printing method wherein information about the file is sent to a printer digitally and each piece of packaging is run individually through that printer. Digital printing is great for small runs and short turnaround times. Oftentimes, the more traditional offset printing is more affordable for larger print runs.
Offset printing — A printing technique wherein plates of your design are created in four colors (CMYK). These plates are then run through a large, industrial printer. Offset printing has high setup costs (i.e. the plates need to be created), but in large volumes (usually over 1,000 or so pieces) it’s more economical.
Pantone — Pantone is a company that created the Pantone Matching System (PMS). This system is a catalog of standardized printing colors. Each color has an assigned number and can be reproduced nearly identically by any printer.
PDF — Stands for portable document format. It’s a versatile file format that is either a vector or raster (you want a vector for packaging!) and supports both images and text. PDFs can be opened on nearly any computer.
Raster file type — Raster images are made up of thousands of tiny dots (pixels). As such, they are difficult to resize.
RGB — Stands for red, green and blue—the three primary colors that can be combined to create all other colors in light and, therefore, on digital screens. RGB or hex codes are used to identify colors in digital spaces; they can be converted into CMYK and Pantone color codes for printing.
Vector file type — Vector images are made up of lines. As such, they are easy to resize.
Want great packaging for your brand? Check out all your packaging options and bring your design to life todayCreating innovative packaging solutions involves integrating creativity, functionality, sustainability, and customer appeal. Here’s a comprehensive guide to developing innovative packaging solutions:
– Market Research: Conduct thorough market research to understand consumer preferences, behaviors, and emerging trends in packaging. Identify opportunities for differentiation and improvement.
– Customer Feedback: Gather feedback from customers to understand their expectations regarding packaging functionality, sustainability, and aesthetic appeal.
– Protection and Durability: Design packaging that ensures product safety during transportation and storage. Use durable materials and consider protective features like cushioning or inserts.
– Ease of Use: Prioritize user-friendly designs that enhance convenience for consumers, such as easy-open features, resealable closures, or ergonomic shapes.
– Innovative Features: Incorporate unique design elements or interactive features (e.g., QR codes, augmented reality) that engage consumers and provide additional value.
– Materials Selection: Choose sustainable materials such as recyclable, biodegradable, or compostable options. Consider the entire lifecycle of packaging materials to minimize environmental impact.
– Minimalist Design: Optimize packaging design to reduce material usage and waste. Use lightweight materials without compromising on durability or protection.
– Reusable and Refillable Options: Develop packaging solutions that encourage reuse or offer refillable options to promote sustainability and reduce packaging waste.
– Smart Packaging: Explore smart packaging solutions using technology like RFID tags, sensors, or near-field communication (NFC) to provide product information, track inventory, or enhance customer engagement.
– Interactive Packaging: Create interactive experiences through digital integration, such as QR codes linking to instructional videos or AR applications that showcase product features.
– Packaging as Brand Identity: Use packaging as a platform to communicate brand values, storytelling, and product differentiation. Design elements, colors, and textures should reflect brand identity.
– Limited Edition and Seasonal Packaging: Introduce special packaging designs for limited edition products or seasonal promotions to create excitement and drive sales.
– Optimized Manufacturing Processes: Streamline packaging production to minimize costs, reduce lead times, and improve efficiency without compromising on quality.
– Logistics Optimization: Design packaging that optimizes storage space, facilitates stacking, and enhances transportation efficiency to reduce carbon footprint and logistics costs.
– Adherence to Standards: Ensure packaging materials and designs comply with local and international regulations for safety, labeling, and environmental sustainability.
– Product Security: Implement tamper-evident seals or security features to protect products from tampering and ensure consumer safety.
– Feedback Mechanisms: Gather feedback from consumers, retailers, and stakeholders to assess packaging effectiveness and identify areas for improvement.
– Iterative Design Process: Embrace a cycle of continuous improvement through prototyping, testing, and refining packaging solutions based on real-world feedback and market insights.
– Cross-functional Collaboration: Foster collaboration between design, marketing, R&D, and production teams to generate innovative ideas and bring them to fruition.
– Innovation Culture: Cultivate a culture that encourages creativity, experimentation, and risk-taking in developing new packaging solutions aligned with business goals and customer needs.
– Performance Metrics: Define key performance indicators (KPIs) such as consumer satisfaction, packaging waste reduction, cost savings, and brand perception to measure the success of innovative packaging solutions.
– Benchmarking: Compare your packaging solutions against industry benchmarks and competitors to gauge competitiveness and identify areas for differentiation.
By following these guidelines and integrating innovative thinking into every stage of packaging development, businesses can create compelling packaging solutions that enhance product appeal, sustainability, and customer satisfaction in today’s competitive market landscape.
If you want to learn more, please visit our website Smart Print Solutions.