The Product
packaging keeps the world organized. Whether it's a package for your
M & M, a basket for your laundry or a bottle containing the delicious
liquid particles of your beer together, the things we put things in are
important!
So, what is the packaging of the product? It is a practical
tool, yes. (I mean, how else are you going to get beer effectively in your
mouth?) But it's also more than that. Like any good design, packaging tells a
story. It is also a sensual experience, which literally catches us through
sight, touch and sound (and possibly smell and taste, depending on the product
/ package). All these details help us understand what the product is for, how
it should be used, who should use it and, perhaps most importantly, whether we
should buy a product or not.
In the definitive Guide for the design of product packaging,
we analyze how to get your packaging to tell the story you want.
Content:
Before starting your packaging design
3 questions to answer
·
Information to collect
·
The packaging design
process in 7 steps
·
Understand packaging layers
·
Choose the correct type of
packaging
·
Aligning your printer
·
Creating information
architecture
·
Evaluate a packaging design
·
Collecting comments
·
Getting the correct files
·
Packaging design terms you
should know (glossary)
·
Before starting your
packaging design
3 crucial questions
There are three questions you must answer before you start
designing the packaging for a product:
·
Which is the product?
·
Who is buying the product?
·
How are people buying the
product?
Let's look at this a little more in depth:
1. What is the product?
It is not a trick question; this should be easy. What are
you selling? How big is it? What materials is it made of? Is it delicate?
This question will help you determine if there is any
logistical element to the packaging of your product. For example, a delicate
product will require safer packaging. On the other hand, something that is
large or with strange dimensions, may require a customized packaging solution
instead of a ready-to-use box.
2. Who is the buyer of the product?
Is it supposed that the product should be used by men, women
or both? Is it for children or adults? Is it aimed at people who are
environmentally aware? For those with a budget or with a lot of disposable
income?
The packaging of a product should attract its ideal
consumer; It is important to know who that consumer is before beginning the
design process. Products for older adults may need larger text. Alternatively,
articles aimed at a prosperous client should consider materials that create a
sense of luxury.
3. How are people buying the product?
Are you buying it in a supermarket? A small boutique?
Online?
You should think about the packaging differently if the
product will be sold online and it will be sent to you if you are going to need
to stand out from the competition on a large shelf in the store. Items that
will be sold online probably should not have much extra space that could cause
the product to move or the package to bend. And those who will be on a boutique
shelf will need to get a buyer's attention surrounded by cheesy items in cheesy
packages.
Do you have your answers? Good. These will guide you to take
all the other (many) decisions you should make in the packaging design process.
Are you still considering these questions? Probably not yet
ready to begin the packaging design process. It's okay! It is better to take
your time and do it well than jump too soon.
Information you must collect
Brand requirements
Sometimes, a product is independent and, in other cases,
represents an established brand. If your packaging should represent a certain
brand aesthetics, make sure you have gathered the following information before
you begin:
Colors
If you already have the CMYK or Pantone Matching Values
(PMS) values, the colors include those as they are specifically for printing.
(If not, a hexadecimal code is also fine).
Sources
Make sure you have the proper sources and specific
instructions for use (such as kerning or weight).
Logo
If you need to put a logo on the package, make sure you have
a vector file available.
Comments
Post a Comment