The Importance of Packaging Design

October, 31 2017

There has been more attention given to packaging design in recent years, as companies are realizing that attractive packaging equals increased sales. Think about it: when you are picking out a bottle of wine, aren’t you drawn to the bottles with interesting labels?Your product’s packaging can be a consumer's first point of contact with your product, and a spiffy package may make someone try a new brand or product line they’ve never heard of.

Your package design is one of the most important elements in a successful product launch (or re-launch). But there are so many things to think about when designing a package – it is design that has to function. It has to protect what’s inside. It has to allow for easy storage and distribution. It needs to display information about what it is and draw attention to itself on a shelf full of competing products. 

No matter how good a product is, poor packaging can keep it from selling. Here are some important questions that need to be asked when creating a successful package design:

3 Questions to Ask When Designing Packaging for your Product  

1. How will the packaging represent your brand?

What is your brand’s personality? This can be conveyed through colour, fonts, and textures. Good design uses these elements to convey a brand’s story. Great design goes even further…consider the shape of the package – whether it’s a bottle or a box, make it stand out with a unique silhouette. Consider metallic foil stamps, embossing or varnishes.



2. What is the desired price point for this product?

We make assumptions on a product’s price point before we see a price tag. Once we’ve made those assumptions, we look at the price and decide either “this is a really good value” or “I can’t believe they are charging that much for this.” Your product's increase in desirability and perceived value can help you charge more for it.

3. What types of materials are you going to use?

How durable does this packaging have to be? How long does this package have to stay intact before consumer use? Plastic, aluminum, glass, and paperboard are traditionally used, but we also need to think about your target audience. Are they environmentally conscious? If so, it’s probably best to look at alternative materials such as bioplastics. Sustainability also means using the least amount of material possible. An eco-friendly package will be ingeniously designed to function well with minimal materials.


As Marty Neumeier says in his book The Brand Gap, “A retail package is the last and best chance to make a sale.” So make sure you follow up your company’s fantastic brand and website with superb packaging!


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Angela Dallin

Creative Director Angela takes every project through a demanding creative process, beginning with research and analysis, continuing to brainstorming and conceptualization, before presenting her design solution. She is a highly creative and pragmatic team player. With a broad range of creative experience, Angela has the ability to see even the most difficult design challenge to completion.