10 Rules for Good Packaging Design

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One of the most important aspects of a product is its packaging design, because the customer's first impression depends on it. A lot of work and great strategy goes into the creation of a package.

Let's see what the 10 rules of packaging design are:

  1. Inform: one of the objectives of packaging must be to provide information for product recognition and how to use it. In some cases, such as technology products, the latter aspect is crucial.
  2. Attract: To remain in the consumer's mind, packaging must obviously be attractive. The consumer's eye must be immediately caught by the design and distinctiveness of its packaging.
  3. Surprise: striking packaging lasts beyond the consumption of the product, creating a lasting relationship with customers. Some companies have created packaging for collections, such as Uniqlo, Nutella, Coca-Cola and Pepsi, often also for major sporting events. Innovative, functional packagins with a strong identity.
  4. Expressing the identity of the buyer: In order to attract and surprise, a packaging must inevitably reflect the identity of the buyer. The study starts by identifying the target audience to which the company wants to market the product.
  5. Brand awarenessThis is one of the main functions of packaging design. Creating packaging that makes the product instantly recognisable to consumers. Even while adapting to the times, trends and target groups, every company must make this objective a priority. Over the years, Coca-Cola, for example, has created its own packaging-icon with its corrugated glass bottle.
  6. Protecting the product and enhancing its value: Heinz, a ketchup company, modified the glass bottle that was causing problems for consumers by making an upside-down pack that solved the problem. The same strategy was adopted by Motta with the 'Coppa del Nonno': protect and enhance the product.
  7. Stand outPackaging must allow a clear distinction from competitors, especially those who have been on the market longer. But also from those who come later and try to imitate.
  8. Ease of transport: Handy, ergonomic and easy-to-carry packaging makes for better consumer experiences. Apple and Coca-Cola are masters at this.
  9. Easy operation: one of the fundamental aspects of packaging is functionality. Facilitating its use, meeting the needs of consumers allows a relationship of trust to be created with them. Important examples are the packaging of Nutella and Pringles.
  10. Sustainable: A very important aspect is the sustainability of the packaging.

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