In a more digitalised world, packaging design remains one of the most desirable
offline expressions of Brand design.
To design a Product brand is a dificult task because in packaging we see a lot
of other professions mingle. We have advertising, product design, graphic design,
consumer psychology, marketing, branding and print production knowledge.
When designing a new product brand we have to take in consideration many
Its not a pack its a Product brand
A packaging design project is a Product brand project. Packaging designers don’t
design boxes and cans. They design brands. And those brands manifest on the
pack and outside the pack.
Packaging design is both technical and emotional
Packaging design is a combination of brand communication, which has an emotional
trigger, technical legislative information, practicality and ergonomics. The main focus
on a packaging design is the brand message. In the 2nd place we have the technical
informations about ingredients and terms of usage.
Minimalism is not ordinarylism
Some Product brand projects are fit to a minimalistic approach. We see this in the case
of beauty brands and luxury brands. But minimalism doesn’t mean safe and bland.
The brand still needs a strong visual personality. To create a minimal yet powerfull
and not boring visual identity is not easy. Usually minimalism involves reducing a brands
values to its strong core. The Innocent juices are a good example of a minimal and yet
Designed to be distinctive on a crowded shelf
not on a white background
You need to design a submarine to function under water not to look good in the harbour. That
is applied to packaging too. Product brands live on more and more crowded shelves.
If you design a pack that looks good only in your 3d simulation and in a PDF presentation
then you made a big mistake. People make decision in from of supermarket shelves
with the speed of light these days. So you need to design a pack with that insight in mind.
Some look for a brand, some look for an ingredient they like or for an emotional benefit in
the products they see. You need to know what is the most important benefit for the brands
target and for that category of products, and include that in your design.
Designed for its intended target, not for hipsters
I see a lot of designers making a big mistake. They design packaging for themselves. If you
look at their portfolios, they have the same visual style. If they like a certain style they apply it
to all their projects. That is a big mistake. Actually that is the biggest mistake. Designers who
apply the same solution to every project are not designers. A good designer needs to think
in that specific context. It needs to understand the brand and its audience before starting
to design a new pack.