Packaging Design: Know Your Audience
Any form of design has to be based on an understanding of the user. What do they need, what are their priorities and how can you draw their attention? It’s no different for packaging design. There are practicalities, commercial viability and aesthetics to consider. And, the packaging designer must understand the customer, as well as the brand identity.
Are your customers likely to be drawn to elegant simplicity, rustic charm or rich vibrancy? Are they looking for novelty gifts, indulgent luxury or ethical brands? The better you understand their wants desires and values, the easier it is to create packaging design that aligns.
Packaging Design Features
Packaging design encompasses:
- The style and material used, with an increasing focus on sustainable packaging solutions
- The shape, size and details that make the packaging easy to handle, open and reuse
- The colour palette, textures and finish options
- Fonts, text and icons to attract, inform and engage
With these factors in mind, it is worth looking at this article on How Culture Shapes Packaging Choices that was published in Packaging Gateway.
In addition, it is increasingly important to embed circular principles from the offset.
- Can the packaging volume be reduced without compromising protection?
- How straightforward and convenient is it to reuse and/or recycle the packaging?
- How can customers be informed and encouraged to reuse and recycle?
Local Packaging Manufacturers
If you are new to packaging design and are unsure where to start, our advice is to contact your local packaging manufacturer. Tell them about your product and show examples of the type of packaging that you’d like for your brand. Seek their recommendations on cost-effective solutions.
To get you started, there’s a packaging advice page on the Aylesbury Box Company website.
