The packaging design process in 7 steps

 


Once you’ve gathered all of this information, it’s finally time for the fun part: the design process! Remember how you want your packaging design to tell a story? The choices you make in the design process are what’s going to help you tell that story.

1. Understand packaging layers

There are three “layers” of product packaging: outer packaging, inner packaging and product packaging. Your product may need one or all three of these.

Outer packaging is the first thing a customer is going to see. It’s what protects your product from the elements. This could include the box that the product is shipped in or the shopping bag the item is placed in at the store.

Inner packaging is what keeps your product nestled safely in the outer packaging. This might be packing peanuts or tissue paper that stops something from getting jostled or scuffed. Or it might be a sealed bag that acts to preserve freshness.

Product packaging design studio is what most people think of when they think of packaging: it’s the box the toy comes in, the bottle with a label, the tag on a garment, the wrapper of a candy bar.

2. Choose the right type of packaging

There are many different types of packaging available for your product:

Choosing between a box and a bottle may sometimes be a no-brainer. But sometimes it’s not. Here are a couple of things you need to think about when selecting the right type of packaging for your product:

  • The product
  • The competition
  • The budget

3. Line up your printer

Printing is not something you’re going to do until after the design is complete. But you should think about it way before you get to that stage! Not only is connecting with a printer going to ensure you’re solid on the costs of printing, but they’ll be able to give you specific information that can help your designer prepare files.

A couple things you’ll want to ask about:

  • Dielines
  • File-format requirements
  • Color options
  • Digital vs. offset printing

4. Create your information architecture

Think back to those 3 questions, specifically who’s buying your product and where are they finding it. You’re going to use that to create the information architecture for your package.

You may have beautiful photos of your product in action, a brilliant testimonial from a customer, a witty tagline that explains how you’re awesome, and a great graphic showing customers how to use your product. But when a shopper looks at your packaging they’re probably only going to remember one thing. What do you want that to be?

Pick the one absolute most important thing you want customers to know about your product. That should be the centerpiece of your design.

5. Evaluate a packaging design

You’ve got some great design ideas! Now it’s time to give some feedback. Here are a few things you’re going to want to think about:

Is it clear what your product is?

When you look at the package, is it clear what the product does and who it’s for? Buyers are only going to spend money on things they understand. Make sure your packaging doesn’t look like something else (unless it’s very intentional). You definitely don’t want to confuse your consumer.

6. Collect feedback

Before you 100% decide on your packaging design, make sure to run it by both key stakeholders and people who have never heard of or used your product.

Even if it’s just your neighbor across the street, people not closely associated with your product will notice things you never did. 

7. Get the right files from your designer

You’ve decided on your packaging design. High five!

Now go back to that information you got from your printer and check to make sure you have the right files. You probably need:

  • Packaging dielines in vector format. This will probably be an Adobe Illustrator (.ai), .pdf, or .eps file. You will need one for each variation of your packaging you are creating. (So, if you have 3 flavors, you need 3 dielines.)
  • Color codes. If your printer does custom colors, make sure you have the Pantone or CMYK color codes so that everything turns out looking like you want.







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