A Package does a lot more than just house a product. The package represents the company or individual who has created the product. It’s like wearing clothes, the clothes keeps you warm but they also show the world your sense of style. The clothes you select can say a lot about you as an individual. The same is true with packaging. The package not only protects and informs, but the look of the package demonstrates style – and style implies a lot in out culture.
We draw conclusions about a product, manufacturer, or service by the way their materials look. Therefore, when designing a package, like designing anything, keep in mind who the audience might be. The look of the design should reflect the tone of the product and the audience who will be shopping for the product.
While working on a package design, few things to consider:
1. Research your audience. Who is the “target”? The design should be appropriate for your audience.
2. Research the competition. The product will be competing with other like products, so spend time looking at what the competition is doing. Study their product on the shelf.
3. Research materials and construction.
4. The goal is to express the spirit or personality of the product and manufacturer.
5. Identify/ display clearly the manufacturer, product name, contents, weight and other pertinent information.
6. The package probably needs to fit into a larger system of products. The design might also need to work with a larger visual identity system.
7. The design is clear and legible.
8. Make sure the package is suitable for the product, that the spot really works, the product can easily be taken out of the package without being crushed.
9. The package will probably be seen in multiples on the shelf.