Packaging design is an art, a science and a form of marketing.
Packaging often stands as the first physical point of contact between a brand and its audience. While often overlooked or treated as an afterthought, package design reflects a brand’s attention to detail, values and overall customer experience. It can make or break a brand’s connection with its audience.
Here are a few tips to help you get started.1. Drill down on the details.
Designing a brand’s packaging requires a delicate balance between aesthetics and functionality. It’s not just about creating something visually stunning; it’s about creating something that communicates the essence of a brand while serving its purpose. The materials, texture, color palette and typography all contribute to the overall customer experience when handling the packaging. High-design packaging must align with the product’s identity. A luxury skincare brand, for instance, requires a packaging style that exudes elegance and sophistication, perhaps through minimalist design and premium materials. Even minute details—such as a satin or course finish, foil stamping or embossed lettering—can exude luxury. On the other hand, a youthful, vibrant brand might employ bold colors and playful or retro typography. The goal is to create a package that doesn’t just house the product but enhances its brand story.
