4 Rules of Effective Packaging Design

Talk to someone with a design-based mind about what makes great packaging design, and you’ll probably get lots of great advice about what your packaging looks like. Details like the colors you use, typography you choose, and how it fits your brand are definitely important. But that’s not all that goes into effective packaging design!

We may be all about intentional, beautiful design that truly represents your business — we are designers, after all — but we also know how important practicality and functionality are when it comes to packaging design. That’s what we’re talking about in this blog: packaging design that balances form and function. 

Think about your containers first

Let’s start from the outside and work our way in, shall we? First up, the container. This is the box or bag that your product lives in. What does that look like in your mind?

Because this is the outer shell for your product, you want to reflect your brand in an appealing way. But you want to think about practical details, too! When choosing a container, consider details like:

  • How big your product is

  • Whether your product is fragile

  • How your product will sell; if it will be shipped, sold in a store, or both

  • Whether you’re required to have certain information printed on it, like ingredients or nutritional info

  • Your budget

Some of these factors are more important based on your business model. Whether you sell in stores or online, for example, will make a difference when picking a container. Sell in stores? Your container should catch your customer’s eye and stbladesand out from the crowd. Sell eCommerce? Your container should be sturdy enough to handle shipping.

Remember, your product’s packaging is the first thing your customer sees. Packaging can make quite an impact on your potential customer. So, think about the practical details when choosing a container, but also think about how you want your customers to feel and the impression you want to make.

Consider what materials you want to use

Next up, what materials do you want to use? If sustainability is important to you and your business, you have the opportunity to pick packaging eco-friendly materials that save on costs and reduce your environmental footprint.

What kind of eco-friendly alternatives to plastic and styrofoam packaging are there? Recycled cardboard and paper are organic materials that are usually inexpensive choices over plastic. (Just check to see that they’re sustainably sourced; if they’re not, they can have a negative environmental impact.) 

You might also look into safe, non-toxic dyes for labels on your packaging, since chemicals in regular dyes can be harmful to the environment. Rather than wrap your products in plastic, there’s glassine, a smooth paper that’s biodegradable and recyclable. You may not be able to have 100% sustainable packaging, but you can use alternatives or make tweaks where possible in your packaging design.

Don’t forget what goes inside the package

If you’ve ever watched an unboxing video on YouTube, you know that the outer container of a product is just the first layer. What goes inside the container and how it’s presented should be taken into consideration, too! 

Are there other packaging pieces that you want to include with your product? Here are a few things that you can (and should) customize to fit your brand and make an impact on your customer:

  • Tissue paper or packing paper

  • Stickers or sleeves

  • Tape

  • Inserts (instructions, business cards, discount codes, receipts, links to social media, or thank you notes)

This stuff may be “filler,” but that doesn’t mean it has to be boring and forgettable. Why not add a little extra oomph to your packaging with well-chosen packing paper, stickers, and inserts?

Create an entire experience

Finally, we’ve come to one of our favorite parts of the packaging design process: making your packaging look good. But as much as we care about the aesthetics of packaging, it’s not all about looks.

It’s also about making it clear what your product is and who it’s for. Ensuring that your packaging aligns with your branding. Inspiring certain emotions, like joy, nostalgia, or confidence, in your customer. Standing out from your competition next to you on the shelf.

With thoughtful packaging design, you have the chance to tell an entire story about your brand to your customers with just one look. Isn’t that awesome?

Wrapping it all up (see what we did there?)

There’s a lot to consider when it comes to packaging design, right? You want your packaging to protect the products you’re selling, but you also want to entice people to buy those products! Great packaging design is a balancing act of form and function, but it should also be tailored to your brand.

Let us at Blades Creative take care of your brand’s packaging design for you. Together, we’ll figure out how to bring your brand to life through product packaging and create the right experience for your customers. Contact us today to get started!

Celia Surridge