The Principles of Packaging
Packaging is a huge part of what we do here at Design Grafico (we’ve even won a few awards for it!), so we like to think we understand its usage and importance. Packaging is both a visual and physical representation of your brand; you’ve created a product you’re proud of – now it’s time to make sure your customers like the box as much as they like what’s inside it. That’s where we come in.
Over the course of our 17 years, Design Grafico has created a wide range of packaging designs and concepts across a large and diverse spectrum of industries. Despite the difference in fields or brands, the end game remains the same across the board: develop packaging that is both visually enticing and synonymous with the brand. Packaging is anything but a one-trick pony, essentially having to successfully produce multiple outcomes under one uniform guise.
Who are you? What are you selling? What are you about? Your packaging needs to communicate all these answers, and it needs to communicate them simultaneously and quickly. Therefore, your brand needs to be built into your packaging, making sure it reflects its physical and stylistic properties. You want your customers and potential customers to easily identify you.
Once your audience knows who’s selling them something, they need to know what they’re being sold. Product recognition is a key element when designing your packaging. The easier your customer pool can ascertain what it is they’re looking at, the faster your product will wind up in their hands and out the door. Get to the point, and make it attractive.
Approach your packaging as a chance for people to get to know who you are. This can be said in the colours, prints, images and fonts you choose. Let your packaging speak for your brand’s character, because at the end of the day, your packaging is additional advertising; an added medium to introduce yourself to a new customer base, or further educate an already established one.
Packaging is an important player in your product and your brand’s success. It acts as an external salesperson, which is why it is necessary that it is communicating everything you need it to properly. Strong packaging leads to strong results and a stronger brand base, which is why the details matter, and why enlisting the help of a graphic designer is just as significant as all the other elements packaging design entails.