5 Factors To Consider When Designing Packaging

Packaging design is a complex process with many factors to consider, even if chickens have made it look easy!! Packaging designers have to consider two distinct sides to their work – the first being the physical, constructional side, and the other being the graphical design side. A successful packaging design project seamlessly melds the two, resulting in both effective branding and functional packaging. At WK360, we focus purely on the graphic design side of this equation, so in suggesting the most important considerations, our emphasis is on branding. However, if you are involved in packaging design and are interested in the best image strategy for your packaging construction, please give us a call. We can work with you to develop the best angles for your brand that sync with the practicalities of your product.

Here are five factors to consider when designing packaging:

1) What Should The Graphics And Imagery Look Like?

The physical appearance of your packaging, including images, fonts, colour choice and other considerations, is essential, as this goes a long way to getting a positive first impression from consumers. This is also the point of the process in which we tend to get involved. Packaging design should convey the essence of the product itself, to give consumers an immediate impression of what it is, its value, and the positive experience they’ll get from using it. This should be tied in with your brand identity, so that positive associations from your brand are transferred to the product, and good visual impressions from packaging strengthen your brand identity. Win-win.

2) What Is Your Product’s Typical Supply Chain Journey?

Product packaging is always at risk from being damaged in transit, so an understanding of your typical supply chain journey is essential. This is part of the constructional element of packaging design and isn’t something we get directly involved with. However, consider the shape and size of your product, the types of products it is likely to be held up against in transit, and the number of delivery steps from factory to consumer. Packaging should be designed to be durable throughout the journey, so as to remain in pristine condition when purchased by consumers. This means that packaging meant primarily for e-commerce products needs different considerations to those destined for display in shop windows.

3) What Material Will The Packaging Be Made Of?

Another constructional design question – will your packaging be made from foil, plastic, card, or a multi-material design? Custom-designed packaging boxes often include a variety of materials. This affects both the images you use, and print and assembly considerations.

4) How Much Does The Packaging Cost?

Each element of the package design and manufacturing process adds costs to your project, from design, to materials, printing, and assembly. The total cost should be consistent with your ROI goals for the product itself, and sit within your packaging design budget. For fast moving consumer goods with low margins per unit, there is little room for error when it comes to packaging design costs, so we strongly recommend working with a strategic packaging design specialist throughout the process.

5) How Sustainable Is The Packaging?

Sustainable packaging design is a huge concern for consumers at the moment, and is affecting packaging design strategies at every level. From a construction standpoint, plastics and excessively ‘packaged’ designs (think pass-the-parcel) are increasingly frowned upon. Instead, brands are turning to a wider range of recyclable materials, and even multiple use packaging - or even secondary use packaging. From the perspective of graphic design, it isn’t enough that packaging materials are sustainable - the design has to look sustainable too. This directly impacts the visual appearance of packaging, with current trends including artisan fonts, pencil drawings inspired by natural subjects, and vintage-flavoured designs.

Next Steps

At WK360, we offer packaging design, through to packaging management automation and packaging artwork. To discuss your requirements with one of our team, please give us a call today.

Image Source: Unsplash