Packaging is an art, but it’s also a science. In fact, many times people need to learn how to balance both of these in order to get the results that they want.
Proper packaging design contributes to the marketing of the product. If you’re shoving huge boxes at customers for a tiny product they’re not going to be like that. but you don’t want to cram it into a box that’s too small either, because it can cause the item to break.
Here, we’ll go over the various aesthetics and functional considerations you should bear in mind when designing packaging.
The Function of Packaging
Ultimately, you want your packaging to preserve, and overall protect the items. No matter the journey, and no matter the other factors, you want to make sure that’s there.
You also want to make sure that it’s easy to transport, and not create problems for those who are shipping it. The same goes for storage. The last thing you want is for a big item to take up all the storage space.
Finally, you need to make sure that your packaging follows standards and regulations. Every country has different kinds, and the way your packaging is designed might impact how much you have to spend on tariffs to get the product to customers.
The Aesthetics of Packaging
You do need to also consider the visuals and design aspects of packaging.
First, you want all your packaging to fit the brand image that you have. Make sure your packaging aligns with the brand. If you’re a natural company, using natural packaging will look better. If you’re a luxury company, employ minimal and luxury standards to this.
The visuals need to be on point, but also make sure you apply color therapy and the typography for the packaging. Certain colors evoke various emotions, so make sure you’re not using inappropriate colors. For instance, if you’re selling to a Chinese audience, avoid the color black.
Typography also plays a part. If you’re a more luxury company, you might want to use a font that conveys it, such as one in cursive.
Finally, consider the different aesthetics that come with packaging. Minimalism and vintage are two very popular ones and may be something to consider.
How to Balance the two
The best way to balance the two is to; make sure that it ultimately fits the brand image. Don’t give customers a badly packaged item. Even if it looks good, if it doesn’t house the package, you will have issues.
You should make sure that during this you work with both the packaging designers and the engineers. The designers are bringing the brand vision to life, while the engineers will fit the various regulations to the product and the packaging. When they work close-knit, it works well.
After you have a general idea of the type of package you want, create a prototype. This can be from the company itself, and once it’s there, look at it. if it fits your vision, send it to users. Get their feedback, and then adjust accordingly.
Continue to evolve the design and add feedback loops, even after it’s approved. Remember, trends happen fast, and some customers might suddenly have eaten a change of heart because of the nature of a product. Being on the ball about it and making sure that you have the correct packaging for your need is important.
Aesthetics and functionality are two huge parts of designing, and once you’ve nailed these two, you’ll be glad you did, because of the end result this provides to your packaging.
