Packaging design in the simplest terms is the process of creating the exterior of a product. This includes the physical material and the aesthetics. The aesthetic elements incorporate graphics, fonts, colours and wrapping. Packaging has to perform a practical function such as keeping the product contained and in good condition. It also has to perform a marketing function, to entice and inform the consumer.
The packaging design process
Define the product.
What is it made of? How big is it? Does it need to be protected in some way? Is it part of a range? These questions will determine the practical requirements for the packaging. For instance does it need to withstand freezing or stacking on a shelf.
Identify the consumer.
Is the product aimed at a specific market? Is it a premium product or value? The aim is to ensure the packaging appeals to these consumers and sends the appropriate messages.
Consider the marketplace.
Will the product be purchased online, in a supermarket or smaller business? Answering these questions will establish how important it might be to stand out. Understanding the distribution process will inform the requirement for the packaging to withstand the rigours of the postal system.
Gather brand elements.
It is representing an established brand and building a new brand? Packaging design is part of the branding process. It could be the consumers first impression of a brand. The central elements of the brand’s aesthetic should be present; these will include the logo, fonts, colours and tone of voice.
Collect the content.
The content will be specific to your product and sector. Food products have information regarding ingredients, nutrition, weight and manufacture. Other products will have specific requirements. These requirements will alter depending on the country that the products are to be sold in.
The design process.
Once all the previous stages have been ticked off the design stage can begin. The process begins with research. We consider the competitive environment and how the product will be displayed. The flexibility of the design is critical if it is to be used as part of range of products. We also consider the requirements of the printing process. The product will be designed to stand out on the shelf and appeal to the target market. The space will be configured to accommodate all the mandatory information and brand elements. Creating mockups of the packaging allows them to be scrutinised in 3D. Once agreed with the client we work with the packaging manufacturer to ensure the artwork is created to their specification.
If you would like to discuss your packaging project please don’t hesitate to get in touch. To learn more about our design services click here.
