UNDER WRAPS

Packaging - How to Design Packaging

Packaging not only protects your product, it is also an important part of the overall brand experience. It tells a story and also helps engage with existing and potential customers through a multitude of senses such as sight, touch and even sound. All of these details should help us understand what the product is, what it can be used for, by whom and most importantly whether we should purchase this item or not.

So, what is involved in designing packaging? The following 10 tips detail the steps required to help you create packaging that is not only fit for purpose, but also engages with the consumer, promotes your brand and ultimately results in a sale.

1. What is the product?

This is the question for the start of any project as ultimately the answers given will affect the type of packaging that is produced. Is your product fragile so it requires more robust packaging? Does it need to be seen so it requires a window? Is it large or awkward in shape that it requires custom packaging?

2. Who is your customer?

Is your product to be used by males or females? Adults or children? Is it luxury and premium or everyday and cost effective? Is it cutting-edge or traditional? These answers will affect the look and feel of the packaging and also help to formulate the design brief.

3. Where is your product sold?

Is it purchased online? Is it displayed in a supermarket or an independent retailer? Is it a standalone product or will it be placed alongside your competitors packaging? Are there restrictions as to where it can be sold such as alcohol, pharmaceutical or sharp items? Packaging that needs to survive being shipped from an online retailer will be totally different to a standalone item displayed in-store.

4. What information do you need?

As well as defining what your product is and your intended customer, you also need to think about the information that will appear on your packaging. From a design point of view this will include, logos, fonts and corporate colours. From a content perspective, this may include written copy, images (check that you have prior copyright consent for use), legal copy including copyright, trademarks, barcodes, nutrition information, weights and volumes. Also, if your product requires expiry dates or batch numbers, remember to leave room for these to be printed post-production.

5. Research

To help formulate a thorough design brief for your packaging project, it is important to start to collate images of packaging that you feel is relevant to your product and market and also to provide inspiration for your designer. Maybe create a Pinterest board showing colours, materials and packaging types that would appeal to your potential customer base.

6. Understand the packaging layers

There are three layers of packaging to consider. The Outer Packaging is the first layer a customer is going to see. This can be anything from the box or sleeve that helps to protect your product during shipping or once it has been purchased in store. Inner Packaging is whatever keeps your product stable within the outer packaging. This can be anything from tissue paper, corrugated card fitments through to packing peanuts or a sealed bag. Finally, Product Packaging is the additional collateral that accompanies your product such as swing tags, labels or card wraps.

7. Type of packaging

There are many types of packaging available, from premium lidded boxes, folding cartons, window boxes, bottles, tins, pouches & sachets, through to clamshell packs, card wraps and bags. The type of packaging used may be dictated by the product that needs its protection, or you may consider producing packaging that is completely different to the rest of your competitors. Also, budget will have an impact on the style of packaging. An everyday cost-effective product will not require the use of a premium lidded box.

8. Information architecture

When your product is on display or featured online, what is the most important element you wish to convey to your potential customer? It may be your logo, an image, key words or phrases. Whatever turns out to be the answer to this question, this should then be the primary element to feature on your packaging. Other information such as product benefits, instructions for use, legal copy, ingredients etc can then be assigned its own hierarchy so that the features and benefits all have their appropriate place on your packaging.

9. Artwork

If you are using existing packaging, a file called a dieline will be supplied by your packaging printer to your designer. A dieline is basically a flat piece of artwork showing all sides of the box and includes details such as folds, creases and areas where glue strips or barcodes are located. If your packaging needs to be custom made, a packaging designer will need to work with you to provide the optimum piece of packaging that conforms to your brief. Once this is agreed, a dieline will be created as before and supplied to your designer for the artwork to be added prior to print.

10. Evaluation

Before committing to print, it is always important to evaluate your new packaging design. Is it clear what the product does and who the intended consumer is? Is it an honest representation of the product that it contains? What will the packaging look like alongside your competitors? Does the solution satisfy the design brief?

Once you are happy with the answers to these questions, your new packaging is ready to be launched into the marketplace, hopefully resulting in raised brand awareness for your business, an increase in customer interaction and ultimately better sales.

Please note that the views, thoughts, and opinions expressed in this article belong solely to the author, and not necessarily to any other group or individual. To ensure you are fully compliant with all current legislation, please take legal/professional advice and do not rely solely on the information provided in these articles.