What Is Product Packaging?

Ever notice the cool design on that cereal box, or the way a wine bottle feels in your hand? That's all product packaging design – basically, what makes the outside of a product look and work. It's not just about fancy pictures, though. Designers pick the materials (cardboard, glass, that funky bubble wrap you love to pop), the shape of the box (tall and skinny for juice, wide and flat for cookies), and even the writing on the label. This packaging isn't just there to hold your stuff. It's like a mini billboard, telling a story about the product and grabbing your attention. It can make you feel fancy (think perfume bottle) or maybe adventurous (think granola bar wrapper). So next time you reach for something, take a second to appreciate the design – it's more than just something to rip open!

Before You Start: 3 Crucial Questions

1. What is the product?
- Understand what you're selling. Consider its size, materials, and fragility. Delicate products require secure packaging, while odd-shaped items may need custom solutions.
2. Who's buying the product?
- Identify your ideal consumer. Are they men, women, or both? Environmentally conscious? On a budget or affluent? Tailor your packaging to appeal to this audience.
3. How are people buying the product?
- Consider the purchasing context. Is it an in-store purchase, online order, or subscription box? Packaging should align with the buying experience.

The Packaging Design Process in 7 Steps

1. Information Collection:
- Gather details about the product, brand, and target audience.
2. Understanding Packaging Layers:
- Learn about primary, secondary, and tertiary packaging.
3. Choosing the Right Type of Packaging:
- Decide between boxes, bags, bottles, or other containers.
4. Lining Up Your Printer:
- Collaborate with a printer to ensure quality production.
5. Creating Information Architecture:
- Organize content (labels, instructions) for clarity.
6. Evaluating a Packaging Design:
- Test prototypes and gather feedback.
7. Getting the Right Files:
- Prepare files for printing.

Packaging Design Terms You Should Know (Glossary)

- Die-Cut: Custom-shaped cutouts in packaging.
- CMYK: Color model (Cyan, Magenta, Yellow, Black) used in printing.
- Embossing: Raised design elements on packaging.
- Typography: Font selection and arrangement.
- Sustainability: Eco-friendly materials and practices.