Important Things to Know About Packaging Design

Thinking outside the box – Most overused phrase has lost its glory because most people just use it as a phrase but don’t live up to what it means. There are countless packaging companies using similar un-inventive tag-lines. You don’t have to strain your eyes to find a blog by a branding or design agency discussing the merits of “brand communication” and “consumer engagement”.

Today, I wanted to lay stress on, what I have felt as a design agency – The important aspects of packaging design and how they relate to the real world of packaging manufacture…In simple terms, Top 10 dos for packaging design:

1) Know your contents

Whatever anyone tells you, and however “loose” the creative brief, the MOST important thing about packaging is what goes in it. Packaging in its most basic form is shaped to hold something, so in order to mull over the design, we really need to understand the product which it has to hold. The content what it holds will therefore determine for us, at least, the minimum size, weight and shape, and in turn the method of opening.

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2) Function is very important

This idea is not a new but very important. Although there are some great examples of intellectual and distinctive packaging inventions, just creating something that’s different is not good enough. In order to create truly great packaging we really need to justify our design by relating the shape, materials and all the other elements, to the journey through which the product will pass through. If we can answer the question, what function this packaging needs to serve (whether it’s strength, ease of use or so on) we can then create a truly meaningful design.

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3) Take a close look at your supply chain

Over recent years why supply chain is important – The success of shelf ready packaging has been a great example for this. In the world of the supermarket, product is delivered to a distributer in a box, then shipped to the store in a box, then removed from the box, and placed onto the shelf loose or on another display unit. So some intellectual mind decided that by designing the outer packaging in a better way, they could achieve 3 things – reduce the time to shelf in store, reduce the amount of wasted packaging, and enhance the brand message during the journey of the product, while giving better protection. If we think about the way the product is stored and transported, we can help to minimize the impact of our design on wider world.

4) Set up the brand message

Once the product and its function have been considered, we should design our packaging that helps to enhance the message; which the brand intends to portray. By careful choosing the materials, shape and images we can help to communicate the brand to the buyer both willfully and subconsciously.

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5) Ensure security and safety

Whether attempting to defy thieves in store, or minimizing the risk of loss or damage in the post, if we can add a security feature to our packaging, this will help to improve its market effectiveness. There are many forms of in-store protection in the forms of labels, tags and cases, but unfortunately many of these are uncompromising or ugly. Using intelligent materials or design, we not only can improve the experience of the product but we can enhance the effectiveness of the packaging as a product in its own.

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6) Study materials and techniques

My representation to the packaging industry is focused to the range and speed at which modern technologies are sprouting. In my relatively short career I have seen some gigantic shifts in techniques and materials. By really understanding the tools available to us, whether it’s a intelligent printing system or a new material technology, we can start to enhance our design in a unique way which works well with the processes available to us, rather than being restricted by our own comprehension.

7) Creative is the KEY

Ultimately, what we originally trying to do here is to come up with something really unique, which people would like to talk about, or would be interested in. If it’s a product on a shelf or delivered through online shopping, we need to design our packaging which is impactful and outstanding in the forefront of consumer’s minds. The world is becoming busier and louder, so it’s our job to make our design stand out.

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8) Develop

Just because you’ve created a great idea now, doesn’t mean it will always be great. In order for a design to be relevant and up to date, it should continue to evolve. By considering this at the outset, we can even program ideas into our design so that we can add seasonal or promotional elements to help enhance the message in the future.