Photo by Stepan Kropel on Unsplash
Product packaging design refers to the creation of the exterior of a product. That includes choices in material and form as well as graphics, colours and fonts that are used on wrapping, a box, a can, a bottle or any kind of container.
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It’s a practical tool, yes. (I mean, how else are you going to effectively get beer into your mouth?) But it’s also more than that. Like any good design, packaging tells a story. It’s also a sensual experience, literally engaging us through sight, touch and sound (and possibly smell and taste, depending on the product/package). All of these details help us understand what the enclosed product is for, how it should be used, who should use it and, maybe most importantly if we should buy a product or not.
“Consumers act when a brand makes them feel something. When someone looks at you, you’re compelled to look back to determine the nature of the attraction.”
From Creative i’s point of view, packaging design is how the brand’s design is reflected in the product boxes. In this sense, the design concept needs to attract the attention of a customer, but also provide information about the product. Packaging graphics should also take the brand’s design and motives and show it off on the box. Product packaging design is a lot more than a simple plastic bag or cardboard box. It’s a powerful marketing channel, a facet that can give your brand the professional image that it needs to survive.