How to Design Packaging for Your New Product

Did you know that the job outlook for graphic designers is expected to rise by 3% over the next decade? When you consider the importance of visuals in selling products and brands, it’s not hard to see why.

If you have a new product, then good packaging can mean the difference between a success and a failure. So, how do you ensure that your package design is successful?

Simple: by reading this package design guide!

In it, we’ll walk you through how to design packaging for whatever type of product you’re working with. That way, consumers are sure to be interested in it. Let’s get started!

What Is Package Design for Products?

When most people think of product packaging their minds tend to go toward physical items. They imagine things like cardboard boxes, packets, bags, bottles, and wrappings that protect their new products.

These physical components certainly are important. After all, 72% of Americans agree that packaging influences their purchasing decision. But, the physical material isn’t what the product packaging is referring to.

In reality, product packaging is the way that you offer your products to your target customers. So, let’s say you offer a product like digital software. You likely don’t need to worry about physical items like cardboard boxes.

That’s because your product is available entirely online. That being said, you still need to think about product packaging. In the software example, this would include things like logos, covers, and any copy that describes the product.

Product packaging also encompasses the practice of grouping together certain products and services as a single item. For example, let’s say your sell skin care products online.

When someone orders your products you might include a free sample cleanser.

This can be a smart idea because you're anticipating the needs of your audience and creating more value for them. As such, they’ll be more likely to buy from you in the future. 

What Should You Know Before Designing Packaging?

Often, once a company has a new product ready they’re eager to get started with package designing. But, the best package design advice we can give is to not jump the gun.

There are some things that you need to know before you dive into the brainstorming process. And, if you don’t consider them, then there’s a good chance that your packaging will be doomed from the get-go.

For starters, you need to know your target audience. You can think of your target audience as an imaginary person that’s most likely to buy your product.

For example, if you’re a sneaker company, then your target audience might be a young male that’s interested in basketball and fashion. Knowing your target audience is important because you will be writing directly to this market segment.

Avoid writing to too large of an audience as this can isolate the people most likely to buy your product. Next, you should know the budget you working with.

This will dictate what types of people you can work with. For example, if you’re on a shoestring budget, then it’s probably best to go with a DIY approach.

But, if you have some money you can put toward packaging, then it makes sense to go with a professional to ensure quality. So, do a quick number crunch to see how much you can put toward it.

Lastly, you want to consider how your product stands apart from the competition. This is important because when you identify this you can highlight it in the packaging.

For example, let’s say you sell Greek yogurt with added protein. You can highlight the fact that your product is keto-friendly in the packaging.

This will help you appeal more to your target audience, which is people that want more protein in their diet. Once you’ve considered all these things, then you’re ready to start designing. 

How to Design Packaging

The packaging design phase is going to look different for every company. A massive company like Coca-Cola isn’t going to have the same type of design process as a small business.

That being said, there are some common elements that most businesses share when it comes to the package design process.

In this section, we’ll be breaking down this process into five distinct phases. Let’s take a closer look at them. 

1. Brainstorming

The first part of the design phase is the most fun. You know the phrase, ‘there’s no such thing as bad ideas’? That was referring to the brainstorming phase.

So, start messing around with some concepts, no matter how absurd they might seem. This is the time for silly doodles, word/phrase lists, and freeform associations.

If the brainstorming session gets too outlandish, then reel it in with some goals. Ideally, your packaging should do one of the following:

• Draws attention to itself
• Displays the purpose of the brand
• Elicits emotion out of the viewer
• Lists some of the benefits of the product
• Sets itself apart from the competition

However, the best type of packaging can do multiple things from this list at the same time. For example, think of unboxing videos.

This type of packaging not only draws attention to itself, but it also elicits an emotion out of the individual when they open it. Remember that the best brainstorming sessions come when you’re working in a group.

That’s because you can quickly bounce ideas off of one another and get feedback instantaneously. So ideally, either your team or whoever you hire will brainstorm in a group setting. 

2. Honing In On a Concept

Hopefully, at this point, you have a list of two to three ideas for packaging that you feel good about. It’s important to consider all of these options fully before you decide on one.

You don’t want to close off a potential idea too early. So, give each one some proper consideration. Then, when you’re ready pick the one you and the team feels best with.

Once you have the idea you’re comfortable with, then it’s time to shift gears. Your goal now is to make a design brief.

This is a document that contains all the information from the ideas that you formulated during the brainstorming phase. That way, you can distribute them to your team and get feedback.

Your brief should also include important information for artists, like the specific brand colors and fonts you want. You also want the source file for any logos that need to be included.

Once everyone is on the same page in terms of concept and what needs to be done, then you can get into the nitty-gritty work. 

3. Copy and Artwork Approval

Now, it’s time to decide exactly what will be on the packaging. Let’s start with the copy. This category encompasses any words that will be on the packaging, whether it’s the logo or a description of the product.

It can also include legal information, like nutritional facts (if it’s a food or supplement), expiration dates, and copyright/terms and conditions.

Make sure that you get the copy approved by any higher-ups before proceeding. The last thing you want to do is make a prototype only to need to re-do it because your boss doesn’t like the phrasing.

Next, the artists will create whatever art is found on the packaging. In addition to the art itself they will need to include information on the:

• Cut lines
• Die template
• Printing requirements
• Any other design elements worth including

Most of the time, artists will be working in Adobe Illustrator during this phase. Once they’re done, they’ll send along the file to be included in the mockup. 

4. Mockups and Prototypes

Once everything has been approved, it’s time to create a mockup. This is a 3D design that lets you see exactly what the packaging will look once it’s printed out.

If you’re happy with everything, then it’s time to make a prototype. A prototype is a model of what all the packaging will look like.

It’s essential because the last thing you want is to print out a bunch of packaging only to find a spelling mistake or similar tiny error. You can waste a lot of money re-doing the packing.

So, it’s important to check the prototype carefully to catch any potential errors. Once you’re certain that you love it, then it’s time to move on to the printing process. 

5. Printing and Press

Once you’re ready you can ship your packaging off to the printer for them to handle. Printers will require a STEP file for it to be compatible with their printing machines.

Once they receive this, then they’ll make press plates and begin to print out your packaging. All that’s left to do is assemble. 

Need Help? Contact the Affluent Advisor Group

We hope this article helped you learn more about how to design packaging. As you can see, unless you have a degree in graphic design and marketing, you’ll probably need some help.

So, why not choose the experts here at Affluent Advisor Group? We’re passionate about translating new product ideas into accessible packaging.

So, make sure to contact us today so we can get started making your dream design a reality.