What makes the best package?
3 April 2024
*from personal Pinterest page*
“Living in the environment we do now, first impressions are everything.”
Packaging can make or break a product, but I think we collectively know this. I can count on my fingers how many times I have bought a product because the packaging practically convinced me to buy it. I think the world of packaging is a place of endless creativity and talent. According to Kim, a Creative Director from Squibble, “Good packaging design catches the eye-but also the imagination. Artwork, shape, material and size all make a big difference when it comes to packaging, and achieving harmony in your design between all of these elements-and your brand-is key to achieve an effective package.” I think Kim has effectively illustrated the significance of package design and how influential it can be in today's fast paced consumer driven environment.
Living in the environment we do now, first impressions are everything. If you are walking down the aisles of Target, a good package design will stand out from all the other products on the shelf. An industry term that is frequently used for this exact scenario is “shelf impact”. This term is exactly what you think it is, “...to describe the quality that packaging needs to have if it is to stand out in a store-or indeed online.” Designers need to be thinking about the impact their designs can have in regard to package design. Many elements need to be considered when designing a “good package” like functionality and clarity. Functionality is likely the most important element that needs to be considered since the design is to sell the product, not hinder its purpose. Consumers care about the products they are buying in its entirety (so that includes the packaging). Another element that is important to consider when designing for packages is clarity. Package design does not need to be simple and neat but it has to be clear in its message. The title of the product needs to be visible and with clear readability so the vast majority of consumers can read it. Another useful element that needs to be considered is the usability of your design. Nowadays, there are many other avenues to shop for products other than the traditional shelf location. According to the Accion Opportunity Fund, “While the primary purpose of your packaging may be to stand out on store shelves, it also has to photograph well if you’re selling online. Your package design may be reproduced in a newspaper or magazine ad. You may use elements of the design on signage and promotional appeal, and your packaging needs to look good on computer screens and mobile devices. Design with multiple uses in mind.” In the new age of technology, product designers need to design with awareness.
A few of my favorite package designs include fun see through feature that reveal the product through the package. That package was for a meat container package with illustrations of the animal where the meat came from. Another package design that I love includes clever placement on the package that creates a whole new design when the product is placed together on the shelf. The last package design that I want to discuss that I love illustrates the art nouveau style as the packaging. It creates a unique selling point to the candy line.
“Whatever it is, the way you tell your story online can make all the difference.”
Hi there! I’m Lauren Melville.
I love to delve deep into the world of graphic design, exploring areas like branding, typography, and advertising campaign strategies.