Package Design – 4 Things to Consider
I’ve been a designer for so many years, I don’t ever remember NOT being a designer. That being said, several years ago when a local company asked if I did package design, I immediately said a resounding, “YES!”
I mean, how hard could it be?
Well, I learned quickly that there are many things to think about when considering package design. While the process may be somewhat the same I’ve found these 4 tips to be helpful when designing packaging.
Here are the top 4 things to consider when undertaking a package design project:
1. Who is Buying the Product You’re Designing
The very first thing you need to be clear on is WHO is buying your product. For instance, packaging for a predominately female group of buyers will yield different designs than packaging for a predominately teen group of buyers. Once you have a clear idea of WHO your buyer is, the ideas will start to flow.
2. Research “Like” Products
Research, research, research! It’s the name of the game for any designer.
Find products that sell WELL. Those that are household names (they became household names for a reason). If you’re designing for a food product, go to the grocery store. See how things are displayed and what makes one product stand out over the other ones. If it’s make-up you’re designing for, head over to Sephora and see which products stand out. I also love to search on Amazon to see what’s the best selling product for cookies, mascara and chips. Be sure to concentrate on what the product looks like, what catchphrases stand out and what colors they use.
3. Color
Colors really do make or break you here. You know this as a designer and you know this as a customer. If you’re designing a product that is one of many, you’ll want to coordinate those colors. They need to look cohesive when all the products are together.
Hopefully, your research (from number 2) has given you a great place to start. I also love to use Adobe Color to see what the trends are for the moment. It’s a great resource to find the main, complementary and pop colors for your package design. Some other great resources for color are Design Seeds
4. What Makes You Different?
Now, what makes your product different from ALL the rest of the products out there? This is so integral when designing ANYthing, but especially with package design!
What is the ONE thing this product promises to do (that’s appealing to your buyer)?
What problem are you solving for your buyer?
How will your product make your buyer’s life better and easier?
Maybe your designing for a specific community, say mascara that’s hypoallergenic. This main concept needs to be displayed first and foremost for your buyer to easily see. You can do that many different ways, but once you know what makes your product different from ALL the rest, you have the information to make the product your designing stand out.
