What To Consider When Designing Packaging
Product packaging is the face of your brand, it's what customers first see before they even try it. Although we are told to never judge a book by its cover, most consumers do exactly that when shopping. There are many important steps in packaging design that differ from web design, from the layout to the content printed on the packaging, to the material of the packaging itself. Ensuring that you maintain your brand identity throughout and create something that reflects your product in a positive and eye-catching way is vital.
First, you should consider your target audience. If your product is aimed at children, something beige and simplistic isn’t likely to grab their attention. Similarly, adults tend to prefer sleek product design that isn’t too over the top.
Colour can make or break your packaging. Too little and it may seem boring, too much and it may seem obnoxious - unless that’s exactly the look you're going for, of course. Choosing the right amount of pop can help draw the eye without overwhelming the customer.
Print is also important. You’ll have to choose a typeface that is accessible and easy to read which allows you to include all the necessary, legally required information on your packaging while still staying on brand and fitting the theme.
Once you’ve nailed the essentials, you can start thinking about the overall look. Shape, decoration, material and finish are all additional extras that can be swapped and changed to create something unique to your brand. Doing shelf tests and mockups as you move along the design process can help you visualise how your product will look once it's complete. Some ideas may seem great on screen but can end up looking terrible in print. Don’t be afraid of trying new ideas and thinking outside the box, eventually, you'll create something perfect!