What is Product Packaging? [The Ultimate Guide to Product Packaging Design – Part One]

Want your product to stand out on the shelf and be an accurate reflection of your brand? You need to consider product packaging design. This is the development and design to create packaging that befits – and sells – your product. This can include choices in materials, the form the packaging takes and most importantly, the graphics, colours, fonts and images that are going to attract your target customer.

Product packaging is your chance to tell the customer a story about what is inside and why they should buy your product ahead of a direct competitor. It represents the tactile side of your brand, engaging customers with sensory elements such as visual and textural appeal. Even the sound your product makes when handled may sway the customer’s decision. Is it noisy plastic, or a smooth cardboard casing?

All components must be considered in packaging design, including the exterior appearance as well as any coloured wrapping, housing or sealing that secures the product within.

Before you dive into packaging design for your product, there are some crucial questions that need to be answered.

  • What is the product?
  • Who’s buying the product?
  • How are people buying the product?

What is the product?

Even though this question sounds obvious, it does need to be considered in the design of your product packaging. What is your product? What are its physical dimensions? What materials is it made of? How will the customer interact with your product?

This question is going to help you determine if there are any logical musts for your product packaging. For example, a delicate product will require more secure packaging. A liquid product will need to ensure that the packaging doesn’t leak. A product that is large or with odd dimensions may require a custom packaging solution.

Who is buying your product?

Is it aimed specifically towards women, or men, or even both? Is it geared towards consumers that are environmentally conscious? Is it appealing to consumers who are budget conscious, or those with more disposable income who value quality?

The design of your product packaging should appeal to your target market.  It’s important to know who that consumer is before you start the design process. Products for an older audience may need larger text, while items geared towards an affluent customer will need to create a feeling of luxury. Eco-conscious products will benefit from less flashy, organic materials.

How are people buying the product?

Are consumers purchasing your product online, in a supermarket, or a boutique store? You’re going to want to think about packaging differently if the product is going to be sold online and shipped, rather than if it’s going to need to stand out from the competition on a supermarket shelf.

Items that will be sold online probably shouldn’t have a lot of extra space that could cause the product to move around or be damaged. Products that will be on a supermarket shelf will need to catch the eye of a buyer surrounded by other items which may compete for their attention.

Got your answers? Excellent. These will guide you in making decisions during the packaging design process.

We are here to help

In the end, having a dedicated team on your side who are experts in packaging design to help you create an attractive product. D&Co Studio is a highly experienced design agency known for providing exceptional packaging design solutions. To find out more about how we can help bring your packaging to life, chat to us today by calling 03 5292 2073 or send us an email.