Phase 2:Design Strategy

The design strategy phase maps out a plan for achieving the visual goal of the packaging design. More than one design strategy can be developed in response to the client's overarching marketing strategy.

A design strategy—one that lays the foundation for a successful packaging design—is informed by research and built using clearly articulated strategic platforms. A platform is a jumping-off point or strategic direction; design concepts are built upon that platform. The more design strategies explored, the greater the chances are of developing a concept that meets the client's expectations.

Creative ideas begin to take shape after the research, exploration, and investigation of Phase 1, while creativity is the key objective of Phase 2. Every creative idea should be considered at this early stage of the design process. Design is a fluid process: while a clearly defined strategy is indispensable to the creation of a successful packaging design, the process itself is not set in stone. Carefully considered, even provocative, questions should be asked individually, within the design team, of the stakeholders, or in consumer research. All ideas should be considered viable: some of the best strategies grow out of what was initially thought to be a mediocre idea.


Conceptualizing, brainstorming, and experimenting are among the tools designers utilize to develop design possibilities. Brainstorming, either alone or in small groups, inspires new ...

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