The Complete Graphic Designer

Package Design

Packaging is not only a container for the display, stor-

age, or shipment of a product, it identifi es, differenti-

ates, and creates shelf appeal to entice the target audi-

ence. Effective packages showcase the unique aspects

of a product or service—its benefi ts, quality (premium

vs. economical), or physical characteristics (such as fl a-

vor or scent). As an important extension of a brand, its

job is to convey the brand’s messaging while position-

ing the product against its competitors.

Packaging Highlights Product Features

Package design should highlight the important features

or unique benefi ts of a product. One way to emphasize

key information is by using special materials such as

foil stamps or metallic inks that catch a viewer’s eye.

Another way to inform and entice a customer is by of-

fering them a closer look at the actual product through

the use of acetate or cellophane windows. Showing an

item can be an effective strategy because it reduces the

mystery and buyers can feel more confi dent in their de-

cision to purchase a product. For some items, the most

important things are its features. By designing the pack-

age to include an extra fl ap listing benefi ts, features, or

other pertinent information, a designer will promote

viewer interaction; as we all know, getting the product

into the hands of the customer is half the battle.

The halftone dot pattern radiat-

ing outward from the Zazz mark

communicates to the viewer the

carbonated qualities of the product

and lends a modern sensibility to

the packaging.

Design: Wallace Church

Minimal product packaging

allows customers to interact

with, examine, and hold this

college application binder. A

card-stock band introduces the

product and explains its key

features and benefits.

Design: Satellite Design

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The Complete Graphic Designer

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Branding

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North Face’s package system for

tents and sleeping bags has an

irregular-shaped container with a

unique shelf presence. The hex-

agonal shape also allows for easy

stacking of crates and boxes, and

offers stores the ability to create

dynamic displays.

Design: Satellite Design

Packaging Establishes Shelf Presence

A designer’s job is to determine the most likely place-

ment for a product within a retail store—and design-

gripping graphics that draw attention to it. Compa-

nies and brand managers often offer incentives to

retailers for prominent placement within a store or

on store shelves. Placement of a product or package

is an important consideration; for example, it might

appear high up or down low on the shelf, making it

easier or more diffi cult for customers to see when

scanning products on a grocery store aisle. End caps,

located at the end of store aisles, or special product

bins attract attention and highlight particular prod-

ucts or brands, while areas near a cashier are notori-

ous for containing impulse-purchase items such as

gum, candy, or small, inexpensive items.

Striking product photography and

minimal copy is both mouthwater-

ing and highly effective at selling

these pastries from Mr. Kipling.

Design: Turner Duckworth

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Provision-Complete Graphic Designer

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proof

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