A Quick Guide to Packaging Design

Packaging design is crucial in product marketing and branding. It’s the first thing a customer notices, creating a lasting impression and often driving repeated purchases. A well-designed package reflects a brand’s message, values, and identity. In this insightful read, you’ll explore the five essential elements of package design, understand its importance, unravel the design process, and discover current trends shaping the industry.

What is Packaging Design?

Packaging design is not just a cover wrapping a product securely. It includes an entire process of designing the outer appearance of a product. Certain key packaging elements, like the choice of material, colour, typography, imagery, shape and structure, are involved in this.

The package must be visually appealing and provide all essential information related to the product. In all senses, it must communicate the brand’s message to its target audience.

The Five Key Elements of Packaging Design

As briefly mentioned above, the following five elements combine to form the essence of packaging design:

1. Material: The choice of material is crucial in shaping a product’s perception. One must ensure the material is sturdy, cost-effective, and aligns with the brand value. Other factors to consider include sustainability and durability.
2. Colour: Colours are known to have an emotional connection with humans. It plays a crucial role in driving consumers to make purchase decisions. Ensure you pick colours that represent your brand and your customers’ likes. Read more about the impact of colour on marketing and branding in this blog.
3. Typography: Focus on making the fonts, sizes, and styles used on the package as clear and readable as possible. The text on the pack should complement the background colour. The words should reflect the use of the product, and most importantly, they must mirror the brand’s personality.
4. Imagery: A sneak peek of the product or any feature depicting the product can create visual appeal. Using images and graphics serves the purpose of clear communication and creates a strong visual impact.
5. Shape and Structure: Having a unique shape or practical structure in your packaging can both have benefits. The only thing to remember is that the packaging must be functional and distinctive. Unique packaging makes the product stand out, while a practical structure makes the product easy to use and store.

The Process of Packaging Design

Several factors need to be considered to create effective packaging designs. Following a set process will help you nurture out-of-the-box ideas to design attractive packaging.

1. Before offering your products, it is essential to understand who your customers are. Considering their preferences, values, and behaviour will make your packaging designs more transparent. For instance, if your consumers are luxury shoppers, your packaging designs will carry elements of sophistication. Or if your consumers are eco-conscious, you will consider eco-friendly packaging choices.
2. Try to be minimal. Keep only the necessary elements in the packaging. Avoiding clutter means your consumer will get more clarity on your offering.
3. You do not necessarily have to make visual changes in your packaging to stand out. Ensure your packaging is practical and functional, protects the product, and is easy to store.
4. One common factor that every significant brand shares is consistency. Decide on the brand logo, colours, fonts, or anything that defines it and stay consistent. It is the key to laying the foundation of your brand.
5. Testing your packaging before finally releasing it to the public is always advisable. Send sample packaging to a smaller audience, gather feedback, and make as many iterations as needed. This helps you finalize a design that your audience is looking for.

Latest Trends in Packaging Design

Innovation is an essential part of designing. With time, the packaging design field has also embraced the changing trends to match customer demand. Some of the most visible trends include:

• Minimalism

Packaging that avoids clutter gives a sense of elegance and sophistication. It highly focuses on providing essential information and in using quality material.

• Sustainability

Several industries have recognized the importance of environmental preservation. To meet the eco-friendly standard, they have shifted to choosing materials that do not impact the environment.

• Personalization

The purpose of a product is to appeal to its customers, which adds to creating brand recall value. Personalizing products to match your customers’ emotions helps nurture a bond and enhances customer experience.

• Interactive Features

Brands are increasingly using AR and VR to connect with their audience effectively. In packaging design, using QR codes or augmented reality can trigger interactiveness. It makes the packaging design more engaging, educates, and entertains customers.

Conclusion

Outstanding packaging designs are governed by creativity, functionality, and strategic thinking. Following a set procedure before launching a final package design is essential to this creative process.

The five elements of packaging design further help refine the process and create beautiful packaging. It is also crucial to be aware of the latest trends and incorporate them into the design process.

With six decades of experience in the packaging industry, Shipmaster has created a legacy of being the first thinkers, innovators, and quality manufacturers. We offer various services, including personalized, corrugated, retail, and high-quality packaging materials. Our use of sustainable materials makes us stand apart from other packers. Contact us to stand out from the crowd if you are looking for out-of-the-box packaging designs.