We explored the complex world of packaging design and the role the designer plays in creating packaging that can ‘contain, protect, preserve, transport and inform’. We did this by exploring three factors in packaging design: product, brand and consumer.
As designers, it’s our task to create and deliver packaging that is not only aesthetically pleasing but highly practical. Packaging at its core is required for a purpose: to promote, protect, contain, transport and inform the consumer about the contents contained inside – great packaging does all these things.
Design should take into account three factors to ensure the requirements of the packaging are met and successful executed:
Product
The product must be contained correctly, it must be distributed safely and it must benefit from the packaging it is housed in. These elements are the practical part of a product’s packaging and are vital to ensuring a successful outcome.
Brand
The brand is highly important to the packaging process, especially to us as branding specialists. Good packaging should reflect the same quality and precision of the brand and brand values, so that the consumer understands and is connected to the brand on all levels. Packaging is a continuation of the brand and is a way of creating an ongoing conversation for consumers who have already built a relationship with the brand. Keeping consistent with the brand and brand values through packaging is vital and needs to be considered in the design process. For example, what point would it be to house eco-friendly cleaning products in packaging that is not equally as sustainable?
Consumer
Great packaging design should immediately display the style and aesthetic of the brand and the products inside. Packaging should be both practical and beautiful, with the consumer journey always in mind, making sure that the unwrapping of product is a memorable and enjoyable process. Packaging needs to promote the product and inform the consumer. From cosmetic packaging to food packaging, the package needs to give information to promote the product and distribute key information with ease and simplicity.
Packaging is complex but at the same time highly beneficial and enjoyable. Great packaging, which ensures the product, the brand and the consumer are highly considered in the design process, can significantly help the success of a product.