Package Design
Definition
Packaging Design is a multi-disciplinary field which
considers functional aspects such as holding and
protecting its contents from damage; transportation,
manufacture; distribution and graphic design elements
on the surface of the package that result in compelling
communication.
Package Design
Definition:
The structural and graphic development of
a container in which product is packed,
transported, presented, used and serves
to support the intended brand position.
https://www.youtube.com/watch?v=7Shwzu0VpQg
Package Design
Stages
In the package design stages:
i.Products,
ii.Structural Design,
iii.Marketing and
iv.Environmental Responsibility should
all be considered.
Purpose of Package
Design
Provide containment of the product within
Give clear information for the end-user
Exhibit marketing elements to entice
consumers
Provide physical protection of the product
Meet security requirements and safety
/environmental regulations
https://www.youtube.com/watch?v=XrKm4IvRO4c
Component
Package design is composed of two separate
components:
Structural (manufacturing)
The structural component entails the technical and
physical requirements of the package
Graphical (visuals)
The graphic component involves the physical features and
characteristics that attract the consumer into making a
Package Design
Principles
Color
Physical structure or shape
Symbols and numbers
Typography
Color
One of the most influential aspects of
packaging
Color before any other visual feature
Personality, draws to attributes, stands apart
from competition
Signal the manufacturer (red triangle of
Nabisco) and the brand (blue Dove logo)
Shape
Packaging appearance, including the
display size, size and shape
Package main shapes: cylinder, cuboid,
cone, and a variety of forms
Symbols
Simple graphic diagrams or complex
layouts
Understand contradictory cultural
meanings
Typograpy
Primary medium for communication
Product’s name, function and facts
Initially viewed from a distance by people in a short
amount of time
The visual component of the written word. A text is a
sequence of words. A text stays the same no matter
how it's rendered. Consider the sentence “ I like pizza.”
Design Elements
The attraction of design elements is based
on:
Basic principles of design
+
Clear marketing objectives
+
Effective use of top attention grabbers
Musts of Good Packaging Desig
In the retail world today, half the battle is getting the
consumer to notice your product on the shelf.
With so much competition, it’s more important than ever
to have eye-catching packaging that grabs a shopper’s
attention.
So what are the three musts of good packaging,
features that set your products far apart from the
competition?
1. Form or Design
The first and most obvious requirement for great packaging is
looks. If your packaging is well designed and eye-catching, then it
will stand out on the shelf.
People shop with their eyes first, so if you can win the battle of
appearance, that’s half the war won.
Good looks aren’t just about using the most colorful design.
Good-looking packaging matches the appearance of the packaging
to the product and to the market you’re attempting to capture.
2. Function or Usability
Great design ensures that your product gets taken off the shelf, but great
functionality ensures that consumers keep buying it.
Functionality in packaging design is simple:
Consider how to incorporate usability into design so that the user experiences
the product and design accordingly.
Design the package to be easy to open.
Can it also be resealed?
Is it easy to get the product out of the package? Is it easy to pour?
Other key packaging issues include:
Keep packaging as simple and minimal as possible.
Design packaging to be reused after the product is finished.
Consider size and shape.
3. Information
We live in the age of information, and people want to know what they’re
buying.
They want to know where the product is made and what the ingredients are.
They may want to know nutritional information on food products, side
effects and warnings on medication or cleaning products, and whether the
product is organic or sourced from ethical sources.
Consider what distinguishes your product from the competition and add that
information in a prominent place on the packaging.
Become knowledgeable about legislation about product information too.
Different countries have different requirements, so do some research about
what is required for your packaging.
Great Examples of Awesome Packaging
Pro Bar
With complimentary colors, clean fonts and a great overall look and feel, Pro Bar has raised the “bar” for other food
product packaging.
Its design not only makes you want to grab the product, but also makes gathering information easy –
just by looking at it, you can find out its ingredients (even whether it’s gluten-free or not) and know what
functions the bars
will play like replacing meals, giving you energy, or providing you with protein.
Quiz
1. List the stages of package design. (4
marks)
2. Explain the TWO (2) package design component. (6
marks)
i. Structural
ii. Graphical
THANK YOU
