Short version: Packaging design brings together product protection, clear information and brand identity. It helps people recognise a product and understand its value before opening it.
It covers the label or printed surface, the placement of the name and other details, colours, typography and the adaptation of graphics to a specific shape and material. Packaging needs to work on a shelf and in an ecommerce product photograph. An attractive design is not enough if customers cannot read the name or distinguish the variants.
What to prepare before design: Dimensions and a dieline from the supplier, the list of variants, final copy and brand identity assets. These make it possible to design the layout for the actual packaging and its production.
What to check before printing: Is the product type clear? Is the text readable at actual size? Can variants be distinguished by more than colour? Does the artwork fit the dieline, with important information kept away from folds and joins? Check a physical sample and confirm the production files with the printer.
Packaging should follow the wider brand system. Our CAO Ceremonial Cacao Chocolate project shows how an identity carries through packaging and other applications. To connect the appearance of a product, website and communication, explore our brand identity service.
Related terms: Brand identity, Product copy and Visual identity.