A designer's goals in package design:
1. Communicate Clearly
Parts of the PackageBrand Name
Product Name
Product Description (premium snackfood, ground coffee beans)
Product Claims (pasterized, low-fat, gluten-free, high in fiber, low in sodium)
Certifications, if any (USDA Organic, Free Range, NonGMO, Kosher)
Product Size or Net Weight (standard place is at bottom.)
It's important to prioritize information. In a split-second, a buyer needs to be able to see what the product is and why it is different.
- Communicate clearly - Use Hierarchy!
- Lead the eye through the design
- Create priority using scale & visual weight. Vary your size! If everything is the same size, it bores the eye.
- Use clear space to give the eye visual breaks. Empty space is ok, so long as it is balanced.
- Groups like-messages together
2. Get Attention
OWN A SHELF SPACE!Find trends in the category -- what are other brands doing? Where is there room to differentiate? How can I make my product stand out. Study the competition and move in the opposite direction. How will all products appear when they are side by side? When your products are aligned together, what will they look like? What will be your Brand Blocking? Brand blocking is how your product will look overall as a block of products in a store.
Make your package different:
- with Color
- with a Completely Different Style
- with Scale
- with Personality and Story Telling
We read top to bottom, so if there isn't anything that is fighting for our attention in the middle, we will generally then start reading from the top down.
**Other Specifications for Parts of your Box:
- If food product: Nutrition Label (can go on sides or back)
- If food product: Ingredient List (needs to be placed under or directly next to your Nutrition Label. X-height of lowercase "o" should be 1/16in tall)
- Allergen Information (needs to be placed with the Ingredient List. X-height of lowercase "o" should be 1/16in tall)
- Distribution Information (who is distributing this product and usually their address.)
- Barcode
- Sometimes Expiration Date (Leave this area open with an "EXP:" and an area around it. Doesn't always have to be a white box.)
3. Plan for product expansion
You also need to consider how you will set up different packages for other flavors. You need to have the ability to "change it up" for other products that a brand might have.Account for all flavors when starting to design
Think "template" -- get a structure in place that you can build a line off of.
Make flavor / product differentiation very obvious
Stick to brand direction - commit to a color scale and small group of fonts
Create balance
Create consistency in the entire line
1. Go to the grocery store and check out the shelf space
2. Find Inspiration
3. Brainstorm, then sketch out ideas
Get Attention
Consider Scale
Think about color and the potential for color blocking
Study the competition and move in the opposite direction
Consider different finishing options (matte, hit of varnish, foil stamp)
