Thoughts on designing packaging

According to the United Kingdom-based Design Council, more than 15 000 new products are introduced each year. It is for this reason that professional packaging design becomes critical when launching a new product.
The value of packaging as a marketing tool cannot be underestimated. Whether packaging a product or packaging a brand, there are some fundamental principles a graphic design company must take into consideration.

The value of packaging

Beyond protecting the contents of a package, packaging should also embody aesthetic values that will motivate a buyer to purchase. In our world of infinite choice, packaging can determine the appeal of a product or a service to the customer. A designer’s first point should therefore be to evaluate and develop the product packaging with the consumer in mind.

Elements of packaging

Successful packaging needs to communicate its key benefits quickly: the packaging encompasses the message of a product through its name, shape, colours, illustrative qualities and design and through functional attributes its size, price and convenience.

First impressions count

In designing packaging a designer should remember that first impressions count. To capture the interest of the consumer, a packaging designer should do the following:

- Research.
- Understand the target market (age/preferences).
- Consider cultural and linguistic nuances.
- Think of functionality and practicality.
- Think of simplicity - less is more
- Add value with information – health information or a story.
- Avoid predictability.
- Beware of copyright infringement.
- Think green, recyclable and sustainable.
- Think user-friendly.

Packaging as a brand

Packaging is an investment with visual impact to reinforce a brand. Packaging adds value to a product. The right packaging with the right message provides a competitive advantage for the success of a product, as much as marketing tools like logos, signage and other “corporate packaging” do for a business.