Graphic Designing in Product Packaging

by Sudarsan

An essential marketing tool is the appearance of a product. It also helps by keeping everything organized. Product Packaging has a significant role in the selling point of any product. Creating the product’s exterior deals with essential elements such as size, shape, content, etc., but the crucial part is the graphics. In today’s times, the importance of graphic designing is widely known for website designing and related fields. Still, it has been an age-old member of the packaging sector and influenced it significantly. The graphics in designing the packaging should tell the target customers a story besides giving them basic details related to the product’s contents. It should ensure that a customer either purchases the product or has a heavy heart for leaving it behind.

What parts of packaging involve graphic designing?

Package graphics include designing images, fonts, labels, and colour coordination required to make a product stand out.

Purpose of Package Graphics:

Due to its appearance, generic packaging either reduces the product’s sale or is discarded after use. The graphics used by a product designing engineer is to highlight only one aspect: The Uniqueness of A Brand. Using random templates or developing a packaging similar to others in its category will have a massive setback on the sale and overall profit. 

A thoughtful and creative approach is the ability to make not-so-fancy merch sell at a faster rate and to be able to show off a brands’ motives and design.

What are the key points to remember while designing?

  • The most crucial factor to be mindful of before designing is what industry/sector a product belongs to.

For example – The food and beverage industry is known to use maximum packaging facilities. In Australia, packaging in the food industry accounted for about 48.1% of the market share.

In such industries, the variety will be wide, and for a product that should be manufactured and sold, the outer appearance is everything!

  • Once the industry/sector is decided, it should deal with the shape, colour coordination, font, and label(e.g., taglines) design to make the product noticeable from the monotonous variety, thus bringing out a product engineer’s creative and innovative side. Choosing to work with different shapes for packaging that any consumer could store easily will be a win-win situation for a company. 
  • After this step comes the addition of the brand’s logo and content. 

The logo of a company is primarily constant for all products manufactured.

Content on the packaging should be decided based on the shape and mode of selling.

For example, products sold in the store should have a description of the components, making it easier for customers to access, and those sold online can be decorated in a much fancier way. The product description would contain such information.

  • Budget&Software:

Based on a particular budget, the company should decide the cost for designing and producing packages beforehand. 

With the growth of the graphic designing industry, numerous software is available to aid this process easily. These include Adobe Illustrator, Bleed, Canva, CMYK, Dielines, EPS(encapsulated postscript), Digital Printing, etc. 

The packaging should be versatile, and if it displays the product, it should be designed so that the image printed is very close in terms of appearance to the actual product.

  • Lastly, brands should make customer feedback available to improve and deliver products that satisfy their buyers constantly.

Visuals can increase the sale of a particular product, but the product details are equally important. In a supermarket scenario, for someone trying a specific product for the first time and has difficulty choosing from the available variety, an attractive product packaging inclusive of information about the product will make it a ‘must buy.’

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