Packaging is a term that refers to a container or even a wrapper holding together a single or several products together. It essentially fulfils one of two functions:
1. Protective
2. Promotional
Until the end of World War II, most packaging was protective. The period following saw a move towards not only promotional but also custom packaging design.
Factors Influencing Custom Packaging Design
When it comes to creating the ideal packaging for a product, the designer at a container factory has to understand specifically the requirements of the client. It is not only a matter of product specifics but of intent. A designer has to know the purpose of the packaging. Is it to be a one-off for a display unit at a craft show? Is it a prototype to test possible ability to attract customers and brand the product?
Whatever the purpose, designers have to work with their clients to produce a packaging solution that works. Among the various factors they may manipulate to create the perfect custom packaging design include:
* Visual Features: Color, shape and size are all factors that influence the visibility and perception of a product. It is important to ask the following:
* Does the client want primary colors?
* Do they prefer one color to dominate the package design?
* What shape do they prefer?
* Is the shape to be unique and complex or rather simple and familiar?
* Functional Requirements: This particular aspect of design is all about communication. In order to get the message across the designer and the company have to satisfy different groups including:
* Production
* Distribution
* Safety
* Legal
* Stores
* Warehouse
* Current and potential customers
* Customer Requirements: To influence a customer to purchase the product these days requires more than interesting colors shapes or sizes. Today’s savvy consumers read labels and note such things as ingredients and sustainability. To make certain a client is getting its message across, a designer needs to:
* Simplify the contents to make the product easy to understand
* State clearly the brand, the name of the company and what it stands for
* Ensure the desired information is easy to locate and not in such fine print it is indecipherable. This includes all government required information
* If provide the consumer with information on the company that invites them to learn more about who they are and what they produce
By paying attention to the need to be both informative and attractive, the designer is capable of delivering a custom packaging design that will work to promote their product effectively to the buying public.
