Product packaging, as a graphic design discipline, is an industry itself. product packaging is a growing category waiting for great designers to enter and build their portfolio. But this demanding design area requires more than a good eye, so let’s see what makes and breaks good packaging design.
1. Clarity and simplicity
Whenever you go to a supermarket, pick a random shelf and browse through some products. Glance at each and ask yourself two very simple questions:
What’s this product for?
What’s the brand behind it?
Choose the packaging design that gives much clarity bout the product rather than any ambigious information.
Never depict a product ten times better than it actually is, you’re misleading and ultimately disappointing the consumer, which only leads to poor sales performance and very bad brand image.
Here comes in the Honesty . Consumers have nothing against simple, inexpensive products, as long as they know what they’re buying! Of course they expect “face lifting” to some degree but never to the extent where product appears to be something entirely different.
As a designer, your task is to represent the product in the best way possible but keep in mind that consumers – you included – deserve to be treated right.
Originality, character and memorability are at the three heart of great brands and of course, great packaging designs.
It’s easy to understand why – there are hundreds of products out there, all competing for consumers’ attention. The only way to set your brand apart is to be different, to be authentic.
Because this is truly a matter of creativity and exploration, it’s impossible to give advice on how to “be authentic,”especially nowadays when people are faced with myriad of brands, looks and appeals.
4 Shelf impact
Shelf impact is something you need to test and explore in your designs. You can do this by imitating the placement of your design on an actual shelf and surround it by other products (for best results, use several rows and columns of each product). The more distinctive it looks, the better it sells.
You should always design product packaging with the future in mind. This means creating a visually systematic design which allows for easy changes of product visual or other information, so you get a fine looking family of products in the end.