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How to design effective product packaging

Packaging design needs to consider the audience, where it is going to be displayed and sold, and what materials are going to be used.

Competing on the shelf

When a product goes on the shelves of the store or supermarket it must stand out from other products.

Researching similar products is important.

Considering the shape of the packaging, the colours, the size of the logo and using a character or image are all ways in which this can be achieved.

Connect and communicate with consumers

Communicating with consumers through packaging is important. The packaging must appeal to an adult, a teenager, a toddler, a particular gender or an age range. Designers must think about the message to get across through the packaging.

Complement the product

Packaging design should complement the product inside. The consumer should know what to expect once they open the packaging.

All imagery should relate to the product and the colour and design should reflect this too. Any imagery that is not of the product itself should not mislead the customer into thinking the packaging is for something else.

Advertising and branding

Product packaging is often just one part of an overall brand design. Certain logos, colours and shapes are strongly associated with particular brands. Packaging should be designed to stand out, and not just to copy the competition.

Consider which elements of a packaging design might function as part of a brand and would be included in advertising to build an association with the product.