20 Mar Breaking down exactly what makes up good packaging and design
Everywhere we look, we see packaging and design on display. From the iconic Coca Cola can, to the sleek packaging that comes with any Apple product.
The process isn’t a simple one either. Companies don’t grab a random box, draw a few designs on it, and throw their products in. It takes a lot more effort than that. Some companies spend years perfecting their packaging and design because it is as much a part of their identity as their products are.
In this blog posts, I am going to discuss several key elements that make up good packaging and design and what I have encountered as a designer myself.
If you are going to sell your products in a physical store, you’ll want to start by knowing what kind of requirements they have for your packaging. It’s important to know things like:
- Shelf dimensions
- Average rate of sale
- If they use a warehouse system
- How far your products will have to travel
- If that process is rough
- The method of transport
When you know these things, not only can you design packaging that is consistent with your brand, but you can design knowing that your products and their packaging won’t get damaged when they are out of your hands.
Consumers are fickle and they will often pass on products that are displayed in damaged packaging.
The goal of packaging and design is to remain consistent to your brand. When you run a business, you are constantly trying to develop your brand and stick to the guidelines that you have established through it.
This can surface through things like color schemes, personality traits, company goals, product types, and so much more.
Your packaging and design has to maintain whatever goals you are trying to achieve with your brand.
McDonald’s is a great example
Everything McDonald’s does follows the same general pattern, their packaging and design all feature the golden arches and simple tag lines, for years they rolled with the “I’m lovin’ it” motto, and everything they do is consistent in nature.
We can all learn something from massive corporations like McDonald’s, Google, and even smaller ones like Tesla.
More often than not, simple packaging and design trumps complicated designs. If you are using your packaging and design as a method of advertising, you only have a few seconds to win over someone’s attention in a store or online.
Cluttered designs are hard to read and will lose you customers. You can always include any additional information in a manual or insert that comes with the product.
Simple designs are easy to read, to the point, and are more efficient at captivating potential buyers in that limited window of time you have to convince them.
Certain colors blend well together, while others do not. The best brands understand how to properly weave color contrast into their product packaging.
Think about it like this…
You wouldn’t want to contrast blue and red. Both of those colors are too dominant and it hurts your eyes to try and read it. Instead, you may look to a white and black, a warm blue and white, a black and yellow, a blue and white, and so on.
The idea is to pair colors that compliment each other well. Color contrast is such an important part of your packaging and design as it dictates whether your shoppers can read your packaging, if they will even engage with it, and if the colors will even attract them in the first place.
Tip: You can use a tool like the Paletton color wheel to help you find colors that contrast well.
This one may seem pretty obvious, but there are so many companies out there that still try and use strange fonts in their packaging and design.
Look, Comic Sans may seem cool, but there is a time and a place for everything. A lighthearted and playful business may be able to get away using Comic Sans, but a massive corporation that specializes in a professional field will not.
Your font says a lot about the personality and makeup of your business. Make sure you use the right fonts when creating your packaging.
If you need inspiration, or a few fonts, make sure to check out Google Fonts. They have many great fonts, and best of all, they are free!
Material plays a large part in the overall makeup of your packaging and design. What you ultimately choose will depend on your brand and what your products need.
Some companies elect for the cheapest material possible, while others with higher margins (like Apple), choose more durable material that allows them to print their designs with more vibrant colors and keep their products safe.
Packaging and design isn’t meant to be easy. I know it can feel frustrating lacking the resources to staff a team of designers like a large company, but don’t be frustrated.
That’s where we step in.
I can help you design the packaging and design you really want. Through my years of experience, I’ve worked with companies big and small and I know a thing or two about great packaging and design. Whether you need simple packaging and design, label design, business cards, custom illustration, or whatever you need, Montreal Graphic Design does it all.
Your packaging and design is important, make sure you have the right professional helping you build and maintain your brand with packaging and design that sells your products.