IdN v25n3: Packaging Design — A lot more to it than meets the eye
There are so many possibilities for packaging design, starting from what colour scheme to use, how to highlight the brand’s identity and maybe further expand it, what graphics to employ to max out it’s appeal. Next, what shape should it be? An original shape may have extra-cost considerations, but on the other hand, its rarity value could boost customers’ attention. Add some special printing techniques such as die-cut, which could reveal a second layer to create a degree of suspense in the unpacking process.
In the following feature, we have gathered together 49 creatives who have all burned much midnight oil on packaging design. They have encountered and overcome all the above concerns and challenges and are happy to share their experiences and the wisdom that came with them on what makes a good piece of packaging design through showcasing their works and as well as their thoughts.
7428DesignStudio | A.P.Works | brand.new | Backbone Branding, Barceló Estudio | Brigita Burlingyte | Butcher & Butcher | Caterina Bianchini Studio | Chen Zhi Liang | Cristina Déniz | Daria Dyachenko, End of Work, Enzed | Fagerström | Foxtrot Studio | Gen Design Studio | Here Design | Interabang | Isabelle Boucher | Iconic Studio Ltd. | Jiyoun Kim Studio | Kazuha Otake | Kinoto Studio | Made Somewhere | Madeline Persson | Maja Szczypek | Markela Bgiala, Meng Zhang, Milica Tucaković | Monotypo Studio | Never-Never | nomo®creative | Onfire Design | p-d-p | Paperform/Benja Harney | Pavla Chuykina | Pencil Studio | PS Design | Ralf Schröder | Rosette Heights | Sasha Samsonova | Serious Studio | Studio Otwarte | Tan Li Xing | Tania Rayes | The Negra Visual Factory | Tiffany M. Wu | Volta Brand Shaping Studio | W/H Design Studio
160p + 8p cover
160mm (w) x 230mm (h)
4 varying paper stocks
4C process + matt lamination
ISSN (English Edition): 1029 4805
ISSN (Chinese Edition): 1029 4813
A lot more to it than meets the eye
If you think that packaging design is pure eye-candy, made with the purpose of attracting as many customers as possible… well, you are not totally wrong. But there is a lot more to it than that. Ideally, it should “contain, protect, preserve, transport and inform”. All of these aims should be served equally effectively.
To take the last one first, information that needs to be displayed depends entirely on what is contained in the packaging. For example, data about foods and medicines would be very different from that required for furniture. Ingredients, nutritional values and the expiration date are crucial for foodstuff, while the packaging for medicine should tell you what it is meant to cure and the recommended dosage to be taken.
So before each packaging-design project can proceed, a thorough grasp of what the contents are is necessary even before considerations of shape, materials or printing techniques come into play.