You can’t judge a book by its cover, but you can judge a product by its packaging!
A study across the U.S. found that 67% of people are influenced by packaging when they buy something. But there’s more to packaging design than just looking good. Good packaging is attractive, eco-friendly, and shows off what your brand stands for.
Your packaging is the first thing customers see, so make it stand out! While making packaging is a simple process, choosing the right design is key to making it effective and memorable. Learn about the steps involved in designing a package that not only looks good but also brings more customers.
Identifying the Primary Purpose of Packaging
Packaging has many roles.
The 4 Ps of marketing—product, price, promotion, and place—all relate to packaging. First, packaging needs to keep the product safe during shipping and storage. It also has to catch people’s eyes and show off what makes the product special and valuable.
After designing a good package, placing it where people can see it in stores is key to getting it into their shopping carts.
Before beginning the packaging design process for a product, there are three crucial questions you need to answer: What is the product? Who is the target customer? How do they purchase the product? The responses to these questions will shape your design to best meet your brand’s needs.
Let’s explore these questions in more detail:
What is the product?
This isn’t a trick question; it’s a straightforward one. Consider what you are selling. How large is it? What materials is it made from? Is it fragile? Answering these questions will help you identify any specific packaging requirements your product might have.
For instance, a fragile item will need sturdy packaging to protect it. Conversely, a large or unusually shaped product might need a custom packaging solution rather than a standard box.
Who Is the Target Audience for the Product?
Never forget about your target audience. Is the product for men, women, or both? Is it for kids or adults? Is it made for people who care about the environment? Or is it for those who are watching their spending or those who have a lot of money to spend?
Knowing who your product is for is key because the packaging should appeal to those people. For example, products meant for older adults might need bigger text, and items targeting wealthier customers should use materials that feel luxurious.
How Do Customers Purchase the Product?
Where are customers finding your product? In a supermarket, a small boutique, or online?
You need to think about packaging differently based on where it will be sold. For products sold online and shipped, you should use packaging that fits well and doesn’t let the item move around too much or get damaged. For items sold in a boutique, the packaging needs to be really attractive to grab shoppers’ attention.
Have you found your answers? Great. These will help you make all the other decisions you need in the packaging design process.
Still thinking about these questions? You might not be ready to start designing your packaging just yet. That’s fine! It’s better to take your time and make sure everything is right than to rush into it.
What Information Should You Collect?
How are you reflecting your brand in the packaging?
Sometimes, a product is independent, and other times it represents an established brand. If your packaging must reflect a specific brand aesthetic, ensure you have collected the following information before beginning:
Colors
When designing packaging, it’s important to use the correct color codes for accurate printing. CMYK values stand for Cyan, Magenta, Yellow, and Black, which are the main colors used in printing. They help printers know exactly how much of each color to use.
Pantone colors are part of a system that gives each color a unique code, making it easy to match colors across different printing methods.
Hex codes, like #FF5733, are mainly used for digital designs but can also be converted for printing if needed. If you already have CMYK or Pantone colors, include them in your design. If not, a hex code can be used and adjusted later.
Typography
Branding makes your visual identity pop. This means keeping the fonts, colors, and styles the same across all your product packaging.
The text on your packaging should be easy to read from a distance. Even if your products aren’t placed next to competitors’, people will still notice your packaging. For example, IKEA uses big, simple text and the same colors on all their packaging, making it easy for customers to spot and understand their products. This clear design helps customers quickly see what IKEA offers and shows their focus on practical and stylish home items.
Logo
If the package design includes a logo, make sure you have a vector file ready for use.
Getting Content Ready for Your Packaging
Before designing your packaging, it’s important to gather all the necessary elements specific to your product. Some industries may also have legal requirements for what must appear on your packaging. Here’s what to prepare:
Text Details
Include the product name, a description, and any text meant to catch a buyer’s interest.
Images and Graphics
If your packaging will feature photos or illustrations, have them finalized before starting the design.
Mandatory Information
Depending on your industry, you might need to include things like barcodes, nutrition labels, or certification marks.
Space for Variable Details
Products like food or cosmetics often require information such as expiration dates or batch numbers. Instead of printing these directly, leave room for stickers or stamps that can be applied later.
Having these pieces ready will make the design process smoother and ensure your packaging meets all necessary standards.
Budget
Packaging design budgets typically fall into two main categories:
- One-time costs
- Per-item costs
One-time costs are expenses you pay upfront, such as the initial design work, purchasing a stamp (if you’re taking a DIY approach), or setting up print plates for large-scale offset printing. These costs are usually only paid once unless you decide to update your design later.
Per-Item Costs are ongoing expenses for materials and labor. For example, each box, tissue paper, and tape used for packaging will have its own cost. You’ll also need to factor in the labor cost for packaging your product—whether you hire someone or handle it yourself.
Before you start designing, it’s a good idea to have a rough budget in mind. Keep in mind going for the cheapest option isn’t always the best move. Spending a little extra on better materials can make your packaging look great, help your business stand out, and even let you charge more for your product.
Exploring Layers of Packaging Through Design Concepts
Product packaging is made up of three “layers”: outer packaging, inner packaging, and product packaging. Depending on your product, you might need one, two, or all three of these layers.
Outer packaging
The outer packaging is the first thing a customer sees, and it protects your product from damage or other elements. This could be a mailer box for shipping or a custom paper bag used in stores.
Inner packaging
Inner packaging keeps your product safe inside the outer packaging. This might include packing peanuts, tissue paper to prevent scratches, or a sealed bag to maintain freshness.
Product packaging
Product packaging is what people usually picture when they think of packaging. It’s the toy’s box, the bottle with its label, the garment’s tag, or the wrapper on a candy bar.
How to Determine the Ideal Packaging Type?
There are various packaging options to choose from for your product. Here are a few ideas to help you find the right fit:
Folding cartons
Folding cartons deliver a premium look and offer flexibility in printing and finishing options. While they provide less protection, they are widely used in industries such as cosmetics, pharmaceuticals, and apparel. This type of packaging is ideal for products that prioritize style and branding.
Rigid packaging
Rigid packaging creates a luxurious and sophisticated appearance for your products. Although it is more fragile and expensive, it’s commonly used for items like jewelry, cosmetics, high-end liquor, and other luxury goods, where presentation plays a crucial role.
Corrugated packaging
Corrugated packaging is known for its durability and is perfect for heavier or fragile products. It’s a go-to choice for the e-commerce industry, offering excellent protection during shipping and ensuring products arrive in perfect condition.
The Role of Structural Design in Protecting and Presenting Your Product
While the look of your packaging is important, functionality is just as essential in the design process. Think about ways to create packaging that is both practical and visually appealing without sacrificing the customer experience.
Structural engineering in packaging helps ensure it is secure, durable, and easy for customers to use.
When manufacturing, distributing, and selling your product, it’s important to account for the costs of both the product and its packaging.
Good packaging design helps you consider different factors to choose what works best for your product and brand. Whether it’s going to a store or shipped directly to a customer, the right packaging protects your product and ensures it arrives safely. It can also save space during shipping, lowering costs and helping your business earn more.
For instance, corrugated cardboard boxes are recyclable, protective, and highly adaptable for various designs and printing options.
You might also consider adding inserts to your packaging. Inserts provide extra protection for your product while also giving it a premium, customized look. Here are some good options:
- Foam inserts provide firm and luxurious cushioning for delicate items, making them ideal for packaging electronics, glassware, and products with multiple components.
- Cardboard inserts offer flexible and budget-friendly protection, commonly used for less fragile items across a wide range of products.
- Plastic tray inserts are lightweight and cost-effective, perfect for protecting items like cookies, cosmetics, and more.
- Molded pulp inserts provide an eco-friendly alternative for product protection, often used for electronics, tools, cosmetics, and other items requiring sustainable packaging solutions.
Develop Artwork Design
Your packaging is like a spokesperson for your product, representing it to your customers. By combining smart structural design with creative graphic artwork, you can make a lasting impression.
Good packaging design can tell your brand’s story, share your values, and connect with your customers on a personal level.
Packaging isn’t just about looks—it also provides important details about your product. Whether it’s regulatory information or key benefits, clear and thoughtful design helps customers understand your product and choose it over others.
A well-designed package can also make the unboxing experience special. Adding custom touches like stickers or labels shows care and creates a more personal connection.
For example, premium artwork can give your packaging a luxury feel, exciting customers before they even open it. Stickers can be used to thank customers, add their names, or share a fun message.
Including these small details in your packaging can make your product stand out and create a memorable experience for your customers.
Innovate Through Sampling and Prototyping Techniques
Creating the right packaging for your product takes time and patience. It’s often a step-by-step process that involves testing materials, structure, and artwork before going into full production.
Prototyping and creating physical samples are key steps to see how well your packaging works before launching your product. Make sure the size and fit of your packaging are just right by testing with samples. Your product should fit securely and comfortably in its packaging to enhance the customer experience and show your brand’s professionalism.
Remember, a well-packaged product leads to happy customers. Gathering feedback from your target market can provide valuable insights. Since the success of your product depends on your customers, ensure your packaging reflects your product, brand, and their expectations.
Final Words
Mistakes can happen when working on packaging, so always double-check your colors, designs, and structure. This helps make sure your product looks exactly as you planned when it reaches your customers.
Your packaging should be memorable, easy to use, and practical. It’s an important part of boosting sales and improving the customer experience. Remember, the goal is to work smarter, not harder.