Graphic Design: How To Design The Perfect Package

August 15, 2013 General, Graphic & Comm. Design 0 Comments

Designing The Perfect PackageIt’s all about the visual.

A company may have a great product, good branding and enticing advertisement – but it still might not make the sale. Customers make up their mind at the store’s shelves. Though they may come to the store with a specific product in mind, they may change their mind while looking at the packages of similar products.

According to the President of Design Force, Inc. Ted Mininni, “The visual impact of great package design has the power to sell product and build brands like nothing else.” So much about a product is communicated by the product’s packaging. At a glance, a customer can make a judgment about a product – based on signature color, distinctive brand identity, unique graphics, typography and imagery.

Learn how to manipulate these elements today:

Functional Requirements

The Encyclopedia of Business outlines the five functional elements required by commercial product packages:

  1. In-home: Must be convenient to use and store, reinforce consumers’ expectations of the product, and are informative on how to use safely and effectively.
  2. In-store: Must attract attention on the shelf, instill confidence in consumer and identify with the corporate brand.
  3. Production: Companies must be able to produce a package that meets all of these criteria in a cost-effective way.
  4. Distribution and Safety: The package must protect the product – and stay intact.
  5. Legal: There are various federal laws that protect consumers from misrepresentation and unsafe products. Packaging must accurately describe the contents of the product and its capabilities.

Corporate Packaging Design

You must meet all of these functional requirements as well as create an aesthetically pleasing and enticing package – that represents the company and stays true to its brand.

That can seem like a lot to balance. But, it can be easier than it seems. Start by making sure your design idea can meet all of the functional requirements. Doing this first can allow you to see how much white space you have left on the package. You can then decide how you want to fill that space – using the appropriate typography, coloring and logos from the company you are working with.

During this process, ask yourself these questions provided by Mininni:

  • Does the company’s brand identity have a specific and consistent placement within the package design?
  • Are you leveraging distinctive package design architecture so consumers can visually identify the packaging immediately from a distance – and across all product categories?
  • Have you incorporated a clear system of product segmentation using color, iconography or another method that will be easy to understand at a glance?
  • Are you treating product imagery in a consistent manner across the packaging for all of the company’s products?
  • Is the brand communication concise, easy to read and consistently located on the primary display panel of every product’s packaging?

These questions combine the function and aesthetic demands of packaging design. Take them into consideration every time you practice packaging design in your courses at Harrington College of Design.


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