6 rules for packaging design that will shine on the shelfAccording to FMI (Food Marketing Institute), the average supermarket in the USA holds around 40,000 different items.

This nearly $600 billion industry relies heavily on consumers, distributors, manufacturers and… graphic designers.

Product packaging, as a graphic design discipline, is an industry itself. Multinational design agencies like Landor, CBA’a

and Coley Porter Bell employ hundreds of designers who focus almost entirely on creating strong brands through

packaging design and branding.

Here at 99designs, product packaging is a growing category waiting for great designers to enter and build their portfolio.

But this demanding design area requires more than a good eye, so let’s see what makes and breaks good packaging

design.

1. Clarity and simplicityNext time you go to a supermarket, pick a random shelf and browse through some products. Glance at each and ask

yourself two very simple questions:

1. What’s this product for?2. What’s the brand behind it?

http://www.cba-design.com/en/projects/giovanni-ferrari/

A great example of simple, clear yet highly distinctive packaging design.

You will be amazed how hard it is to find answers to some of these essential questions in less than 4 seconds, which is

the maximum time average consumer will dedicate to any particular product on the shelf.

You’ll find products listing dozen of benefits with no clear brand name. You’ll find products that look great on the outside

yet fail to explain what’s in the box. You might even find cleaning products in packaging more appropriate for kids juices.

http://www.behance.net/gallery/Fabuloso/906367

This is a BAD example! This cleaning-product looks dangerously tasty, don’t you think? This packaging design might

confuse consumers and fail to deliver on clarity.

Although some product categories allow for a bit of mystery (think perfumes and luxuries), failing to identify the product in

terms of content, usage or brand identity is a horrible practice which usually results in a packaging design which doesn’t

perform well in stores.

So remember rule number one:  be clear about the product, be clear about the brand.

2. HonestyBeginners in packaging design, and I’m talking both clients and designers, often strive to depict the product in the most

perfect way imaginable. They will show a cookie drenched in chocolate, when in fact you’re buying a simple chocolate

flavored biscuit.  They’ll show rich, fresh cherries on fruit yogurt with little fruit content.

By depicting a product ten times better than it actually is, you’re misleading and ultimately disappointing the consumer,

which only leads to poor sales performance and very bad brand image.

This product might taste good, but the packaging is clearly misleading. More packaging v.s. real food comparisons on this

site.

This is where honesty comes in. Consumers have nothing against simple, inexpensive products, as long as they know

what they’re buying! Of course they expect “face lifting” to some degree but not to a point where product appears to be

something entirely different.

As a designer, your task is to represent the product in the best way possible but keep in mind that consumers – you

included – deserve to be treated right.

3. AuthenticityOriginality, character and memorability are at the heart of great brands and of course, great packaging designs.

It’s easy to understand why – there are hundreds of products out there, all competing for consumers’ attention. The only

way to set your brand apart is to be different, to be authentic.

Because this is truly a matter of creativity and exploration, it’s impossible to give advice on how to “be

authentic,”especially nowadays when people are faced with myriad of brands, looks and appeals.

This packaging design from Colin Porter Bell is a great example of authentic and memorable packaging design. 

If you’re stuck with a generic looking packaging design then apply an uncommon design style with strong “visual

standards.”

For example, if everybody is going for product photography, use illustration or type-based design. If everybody is using a

horizontal layout, reach for vertical. If most designs are rather contemporary, try introducing something retro with focus on

quality appeal.

Be bold, be different and look into other product categories for unexpected sources of inspiration – spirit label designs can

be a great way to brainstorm ideas for that new chocolate packaging project.

4. Shelf impactFrom a shopper’s point of view, a product is never seen alone and never in great detail. Because of the viewing distance

from shelves and the fact that products are arranged in rows and columns, all we see are veritable patterns made of

various products. It’s not until a certain pattern attracts our attention that we decide to take a closer look.

This distinctiveness and appeal of the product when placed on an actual shelf is something retailers call “shelf impact,”

and it makes a huge difference in product sales.

This is what you actually see in a supermarket. Which product caught your attention first?

Shelf impact is something you need to test and explore in your designs. You can do this by imitating the placement of your

design on an actual shelf and surround it by other products (for best results, use several rows and columns of each

product). The more distinctive it looks, the better it sells.

Note: you will be amazed at the results – sometimes the best looking design will simply blend in and become invisible,

while more simple designs “pop” in this environment.

5. ExtensibilityA product packaging design concept should allow for an easy introduction of a new line extension (product variation) or a

sub-brand.

For example, imagine you’re creating a packaging for new brand of apple juice. You and your client opt for a certain

design featuring apples which looks really great. However, a few months later, the client decides to launch a cherry flavor

under the same brand name.

Good packaging design allows for easy variations without loosing visual appeal.

To your dismay, you understand that the initial design concept you created heavily relies on apples to work and that

cherries will not look nearly as good. Plus, cherries have some benefits to be communicated on the front panel, which

works against your idea. You have a problem with extensibility.

To avoid this, you should always design product packaging with the future in mind. This means creating a visually

systematic design which allows for easy changes of product visual or other information, so you get a fine looking family of

products in the end.

6. PracticalityPracticality deals with the actual shape, size and functionality of the product container, not just the label or wrap. The

more practical the product, the more sales it gets – when Heinz turned the ketchup bottle upside down, sales skyrocketed.

http://www.heinz.com/

Turning things on their head helped Heinz sell more ketchup when ketchup industry was in growth crisis. 

Practicality is the most overlooked aspect of packaging design, simply because clients often pick the “tried and true” route

which is a lost opportunity for innovation.

But if you get lucky and do get a chance to design the next bottle, box or a cup, always think practicality first – or in most

cases, how you can make the product easier to use, carry or store.

Practicality alone can solve many of the packaging design challenges.

To wrap upPackaging design is a large and demanding design field always looking for designers who can deliver both product

originality and sales performance. Packaging is the last message a consumer sees and a last chance to convince him to

buy the product. Clarity, honesty, authenticity and other rules described above play an important rule in this process but

are by no means the final word on the subject.

If you’re just starting out, I definitely recommend to follow the work of great packaging design agencies, blogs like Dieline,

and build your portfolio through packaging contests on 99designs.

Improve your next label design in 5 easy stepsLabel design can be overwhelming given the amount of moving parts. Unlike logo design where the focus is generally on

a single element, label design is the process of creating a composition of five, ten or even fifteen design elements.

To further the intricacy, some of these design elements are often provided by a client while others need to be self-created.

In taming this design task, visual comfort can be hard to come by. This guide will help you decrease the amount of clicks

to reach comfort and also inspire the workflow that gets you there.

1. Block it out

A good label is a sum of parts working together. All parts are perceived in context of, and in relation to one another. For

this reason it is important to place all label elements on the art board together before beginning any sizing, placement,

styling or typographic work (example above). Once all of the label elements are on the art board, the blocking process can

begin.

In this article the word “blocking” loosely defines the process of shuffling, crudely sizing and tentatively arranging the label

elements. It’s a process of exploring the ways in which the design can come together.

2. Breathe

Winery Wine: Eszter Laki & Gergely Szoke (via Behance)

One thing to keep in mind through the blocking process is that label layout is not Tetris. A designer does not get a better

score for uniformly packing in all the design elements and using all of the available space.

A comfortable label often results from a balance between empty and occupied space. In the example above, note how the

flavor names feel liberated and free in the wide open space above the smaller information lines at the bottom. That is

comfort.

3. Sizing

Photo: Scott Akerman (via Flickr)

Since label designers (especially on 99designs) don’t often oversee print production or even see the final product,

chances are they will size elements relative to one another without reference to physical proportion. In other words, if a

label design looks good on a computer screen most designers are happy.

Unfortunately this is a big mistake. In print media, the physical size of a design element is equally as important as

its relative size – especially for typography! Just because it’s comfortable on the computer screen does not mean it will be

comfortable on paper. In fact, the physical size of a font often needs to be adjusted after seeing it printed on paper.

So what does this mean? Print on paper! Any self-respecting label designer should be continuously printing test labels

from their home printer and checking for legibility, spacing and ultimately for the physical perception of size.

Those without printer access need not worry either. There is one trick of trade that can help designers grasp an

understanding of the physical size of print media elements without a printer. The first step is to open the design program

of choice and to create a rectangle that is exactly 5” wide. Then, with a ruler or measuring tape placed against the

computer screen, measure the rectangle. Without removing the ruler, continuously adjust the program zoom level until the

rectangle measures exactly5” on the physical ruler. Write down the zoom level.

Take a moment to revel at the calibration that has been completed and how greatly it will inform one’s brilliant designs to

come! This zoom level essentially matches the size of the design work on your screen to the exact size it will physically

print. Keep in mind that this zoom level will be different for different design programs.

Naturally a designer will need to be zooming in and out to fine tune a design. That is ok, so long as  the calibration zoom

size is constantly referred to and an understanding of the physical proportion is maintained.

4. Hierarchy of perception

LAPP & FAO Syrups: Studio Chapeaux (via Behance)

When a consumer picks up a product off a shelf there is an order in which they visually receive design elements. This

order certainly plays into how comfortable a label feels, and is largely controlled by the designer through various

parameters such as size, color and contrast.

A wise designer will manipulate the hierarchy of perception to deliver design elements in a logical order. For example:

attention grabber > brand name > product name > product info.  This is a comfortable hierarchy that guides the

observer without confusion. Of course, it is not always that simple. Sometimes the brand name is the attention grabber, so

on and so forth. That is where designer instinct comes in. Regardless, hierarchy of perception should be kept in

mind with regard to comfortable label layout.

In the image above, notice how the hierarchy of perception guides the eye through the syrup labels. While this

observation might be different for some, it could be said that the illustration – being the sole provider of imagery – is the

attention grabber. Following the illustration comes the bold black flavor line (upon which the brand name also catches the

eye). After the flavor line comes the flavor description at the bottom. Then, in the smallest type, comes the container

volume and a reiteration of the brand name.

Ultimately this label gives the viewer the most important information first and the least important information last. For that

reason it is seemingly quite comfortable in regard to the hierarchy of perception.

5. Ask for copy edits

Often times, a client simply provides more copy than there is space for. Asking a client for copy edits is perfectly

acceptable. More often than not they will understand, given you provide a well articulated rationale. Think about a

newspaper work room, where the editors and layout staff are in a continuous back and forth to get the columns to fill a

page. The space constraints in a label design are no different. Sometime a sentence or two needs to be omitted for a

comfortable layout to be possible.

Final thoughtsThe concepts outlined above are simply guidelines. There is no perfect formula for comfort. Label layout is a process of

give and take and of push and pull that is largely informed by a designer’s inspiration. These guidelines are simply meant

to lead a wild and creative magination to a destination that works both creatively and logically.

4 trends to create a stand-out packaging design

Product packaging often serves as the first impression of a brand for a consumer, which is why the most successful

companies will always try to keep their merchandise wrapped in something fresh, eye-catching, and unique. In this post,

we’ll be exploring the different trends these companies use to package their products, and how you as a designer can tap

into those techniques to help your clients sell their own:

1. Make it seasonal

A major way companies stay interesting is in changing the way they sell their product. For example, to modify their

packaging based on the season. M&M’s is one of the most successful companies to dabble in this technique. Their first

step is that the product itself is tailored to annual holidays — they sell different types of seasonal M&M’s.

How do they get a consumer to notice these new and exciting items? By changing their packaging to embrace that

specific holiday. M&M’s stays consistent by keeping their traditional mascots and adding a holiday twist to them. They

take a very humorous and festive approach for the different seasons by adding these seasonal colors or associated

imagery with their hugely famous brand identity (Red in a candy corn suit? Come on.) Yet, they do maintain a strict

balance between the two, as they don’t want to completely lose a brand in the messaging of a holiday product. The overall

effect is that the humor of this seasonal packaging goes attract the kids interested in these holiday treats, while the known

brand attracts the actual purchasers, their

parents. 

Oreo does a great job at this as well. The big holiday selling point for this brand is that they actually change the cookie’s

iconic filling by flavor and color, based on the season. Red, orange, yellow, birthday cake — you name it!

Like you buy certain fruits and vegetables based on the season, companies like Oreos have found a way to sell their

products all year-long with this strategy.  This helps remind consumers that Oreos as a whole are never out of season.

These “seasonal” packaging even add value to a product after they’re no longer in production. Many of these kinds of

product actually turn into collectors items once the season is over: Check out these $20 Winter Oreos (it’s $3 each for

regular ones). More than five times the original cost for some old Oreos? I think I’ll wait.

2. Be environmentally friendly

Particularly in the last couple of years, caring for the environment has become a very good look for a company.

Consumers want to buy a product that makes them feel like they’re doing something to help the world.

A good example of an industry trying to promote eco-friendly products is the water bottle industry — one that’s in its very

nature not very environmentally friendly, at all. But a couple of years ago, most major water bottle companies, such as

Arrowhead, went on to create new low plastic water bottles that use about 50% or less plastic than the original bottles.

These companies found that these bottles are more cost-effective, efficient and most importantly, environmentally friendly.

These bottles, usually are made up with about 40% less plastic, but can still hold the same amount of water. They’re more

flexible and (frankly) flimsy, which makes them easy to hold and to eventually crush for recycling. Even the labels are

more eco-friendly, as on these bottles are about 1/3 smaller than the original labels. But even though the labels are small,

they also pack in a lot of information! Some of these labels contain detailed write-ups or infographics about why these

companies are changing to eco-shaped bottles. It’s a practice in designing with constraints, as the designers of these

bottles had to let the consumers know why they were doing on the actual package they were doing it to.

3. Go local

“This company knows us!” is the first reaction to seeing this trend in packaging. A great example of this is  Absolut  Vodka,

known for successful experimentation in packaging. They do a great job at this in targeting major cities with their bottle

packaging, and this kind of localized labeling is understandably tough for a company to do.

It’s hard to cater to different demographics purchasing your product. To achieve this effect, the company has to create a

profile for the audience they are trying to target. A lot of detail,  including location, age, gender, and main interests play a

big role in being able to reach into the mind of the consumer. Once they have this information, it’s much easier to create

packaging that speaks uniquely to these groups.

Just look at these awesome bottles. The Absolut London bottle is a collaboration with artist Jamie Hewlett (known for the

virtual band Gorillaz). The design represents a unique take on London’s style and fashion pioneers over the past 200

years and introduces “key characters from the past that in each their way have influenced and shaped the city’s present

fashion scene.” The Absolut Mexico bottle was released exclusively in Mexico and was designed by a Mexican artist, Dr.

Laka. The jaguar, which represents the mythologic “Balam,” is considered as the protector of fields and harvest in the

Mayan religion. The use of different imagery and concepts to target a specific demographic is a great way of reaching out

to the consumers.

Packaging like this shows a lot of care and effort. It also shows how much Absolut knows a lot about the culture of these

cities. And interest isn’t just limited to the residents of the cities that these bottles detect! Give me all these bottles to  look

at.

4. Jump on the retro trend

http://www.generalmills.com/

Packaging constantly changes. New technologies and new trends are always emerging, and technology is a glittering lure

for companies trying to get consumer attention. But there is the rare occasion when the public can be engaged with a

brand on a level beyond flash. One way is going old school — many people have a sentimental bond with the products

they grew up with.

Retro packaging isn’t big for every brand, but some companies, such as General Mills is trying to bring retro back in

packaging design. This reach back to the past brings a lot of credibility to a brand, particularly a long-lived one. Who

knew Cheerioswas first introduced in 1941? Or Lucky Charms were invented in 1963 when General Mills was to trying to

figure out what they could do with an abundance of Cheerios? Adding all these historical facts are great to include in

packaging because it adds a real history.

But it’s about more than just adding the facts, they’ve got to be designed the right way as well. They use simple fonts and

often faded colors. Big brands like this are lucky because they were actually in production during the times they harken

back to, they have direct references to take from these times and mix with the new and modern. The goal in the end is

best put by the great Don Draper: “Nostalgia — it’s delicate, but potent. It’s a twinge in your heart far more powerful than

memory alone.” Ah, the words of the wise.

What other packaging trends do you use in your designs?

How color impacts emotions and behaviors

Color plays an important role in brand identity — it draws consumers to products, stirs emotions and has a huge impact

on brand recognition.

Colors can make us feel happy or sad… they can make us feel hungry or relaxed. As a designer, it’s important to

understand the psychological effects colors might have on an average person, or your client’s target audience. Lets take a

closer look at how color impacts our emotions and behaviors.

Warm colorsRed, orange and yellow are next to each other on the wheel and are all warm colors. Warm colors often evoke feelings

of happiness, optimism and energy. However, yellow and orange can also slightly irritate the eyes and red can increase a

person’s appetite.

Think about fast food restaurants like McDonald’s or KFC — most of these places incorporate the color yellow and red.

Why? Because they want people to get hungryand then eat quickly.

Red

Photograph: Cas Cornelissen (via Unsplash)

Red is the warmest and most dynamic of the colors — it triggers opposing emotions. It is often associated with passion

and love as well as anger and danger. It can increase a person’s heart rate and make them excited.

If you want to draw attention to a design element, use red. But use it as an accent color in moderation as it can be

overwhelming.

Orange

Photograph: Afroz Nawaf (via Unsplash)

Orange enhances a feeling of vitality and happiness. Like red, it draws attention and shows movement but is not as

overpowering. It is aggressive but balanced — it portrays energy yet can be inviting and friendly. Orange is great for a call

to action to buy or subscribe to a product.

Yellow

Photograph: Alexander Shustov (via Unsplash)

Yellow is perhaps the most energetic of the warm colors. It is associated with laughter, hope and sunshine. Accents of

yellow help give your design energy and will make the viewer feel optimistic and cheerful. However, yellow tends to reflect

more light and can irritate a person’s eyes. Too much yellow can be overwhelming and should be used sparingly. In

design, it is often used to grab attention in an energetic and comforting way.

Cool colorsCool colors include green, blue, and purple. Cool colors are usually calming and soothing but can also express sadness.

Purple is often used to help spark creativity as it’s a mixture of blue (calm) and red (intense). If a company wants to

display health, beauty or security, incorporate these colors.

Green

Photograph: Buzo Jesús (via Unsplash)

Green symbolizes health, new beginnings and wealth. Green is the easiest on the eyes and should be used to relax and

create balance in a design. It is a great color to use if a company wants to depict growth, security or inspire possibility.

Blue

Photograph: J DuClos (via Unsplash)

Blue evokes feelings of calmness and spirituality as well as security and trust. Seeing the color blue causes the body to

create chemicals that are calming. It is no surprise that it’s the most favored of the colors. Dark blues are great for

corporate designs because it helps give a professional feel, but using too much can create a cold, disengaged feeling.

Light blues give a more relaxing, friendly feel. Great examples are social sites like Facebook and Twitter who use lighter

blues.

Purple

Photograph: Sonja Langford (via Unsplash)

Purple is associated with creativity, royalty and wealth. Purple is often used to soothe or calm a viewer, hence why it is

used in beauty products. Incorporate purple to make a design look more luxurious and wealthy or a lighter purple to show

romance and mystery.

Neutral colors

Photograph: Noel Lopez (via Unsplash)

Neutral colors include black, gray, white, tan and brown. In design, these colors are great as background colors. Use

black, gray and white when using brighter colors. If you are using textures, then incorporate tan and brown as your

backdrop.

It is important to note that colors can be subjective – what might make one person feel cheerful can make another person

feel irritated depending on the viewers’ past experiences or cultural differences.

Color is not completely agreed on universally and can appeal differently to individual countries. A designer must study

their target audience and choose colors accordingly.