What makes for good packaging design?

Subtle and simple or big and bold, what’s the best way to package your product? Well, that all really depends on what the product is you want to package, your company ethos and where in the marketplace you want to be situated.

Take for example food packaging. Convenience food and treats tend to be packaged with bold designs and bright colours – specially products aimed at children. They are hard to miss, engaging and communicate directly with their target audience. However, they can imply your product is unnatural and unhealthy (especially where food and drink is concerned).

Wholefoods and delicacies tend to steer toward a minimalistic natural approach to their packaging design. This implies the product is healthy (which it may not always be) and instantly gives an air of quality. It can also suggest an expensive product, so this needs to be considered when deciding upon the best approach to take.

Neither design statement is wrong and both have been proven to be successful. The key thing to remember for the packaging of your product is who will be the end user?

Market research into your product’s key demographic is important before you embark on expensive design and print. Remember, it is also about the finish not just the design. People are very tactile creatures so the feel of the finished packaging is almost as important as the look.

If you’d like more information on how to progress a product range, you really need to talk to a packaging expert. We’d suggest you drop us a line…

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