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The Dos and Don'ts of Product Packaging Design

The Dos and Don'ts of Product Packaging Design
Are you looking to revamp your company's product packaging design? Make sure you follow this guide on the dos and don'ts of package design.

If you have an amazing product and you're ready to bring it to market, one of the first things you'll need to consider is the type of packaging you'd like it to have. Your product's packaging is the first impression potential customers will get of your product—and in many cases your brand. Because of this, it's of the utmost importance that you choose the perfect product packaging design.

This can be easier said than done. A lot of considerations go into choosing the right packaging, many of which you might never in a million years have thought of. From the psychology of colour to following the letter of the law, there are many tough choices to be made and minute details to decide on.

If you're in the process of picking the perfect packaging for your product, and you're at a loss as to where to start, let this guide be your best friend. Read on for all the most important dos and don'ts of product packaging design.

Do Stay On Brand

Brand recognition is vitally important to a business's success. Especially when that business is new. If you're trying to get your foot in the door of an already saturated market you will want your branding to be instantly recognisable and memorable to consumers.

Your packaging will play a big part in this. Your packaging design should be an extension of your brand aesthetic. If there are logos, colours, or styles you're using on your website or social media it's a good idea to incorporate these here too.

Don’t Ignore Visual Cues


While you want your product packaging to be recognisable as being related to your brand, this doesn't mean packaging for all products needs to be exactly the same. For example, if you're a confectionery company, different flavoured products should be denoted with slight variations in colour. Similarly, if your company logo is a skull and bones, you'll need to find a way to make it clear your item isn't toxic. 

Visual cues are so important in branding. Make sure you take these into account before making any final decisions on your packaging.

Do Look Around for Inspiration

If you're stuck in a creative rut, or you're finding it difficult to come up with packaging design ideas you're 100% happy with, it can be a good idea to look at what's already out there for inspiration. Making a mood board of all of your favourite existing packaging designs can help you to come up with your own ideas. At the very least, this process will help you get a better sense of what you do and don't like.

Don't Copy Your Competitor

Looking to your peers and existing packaging for inspiration is a great idea. That said, you need to be very careful you do not outright copy anyone else's design. At best, you'll be considered to be unoriginal and a copycat, but at worst the brand in question could very well take legal action against you.

Do Work With Colours You Love

The packaging you choose for your product should be something you really love and that you think your customers will love too. Choose colours that evoke happy feelings in you or that you have positive associations with. Don't forget to make sure it fits in with your branding also.

Don't Underestimate the Psychology of Colour

When you're designing your product packaging, it is important to choose colours that match with your branding and you are happy with. However, when choosing what colours to use, you will also need to be aware of something called the psychology of colour. The psychology of colour is the way in which different colours affect human emotions.

The psychology of colour is very real and can have real effects on consumer behaviour. If you want to maximise your sales and keep your customers happy, it's a good idea to keep this in mind when you're picking which colours you like best.

Do Think About Your Target Market

It's never a bad idea to cater to your target market. If you have a business plan in place, it's likely you've already created several buyer personas for your business and are aware of the types of people who buy or will buy your products. You should, of course, keep this information in mind when you're designing your packaging.

When it comes to men and women, millennials and gen z, there will be different types of packaging each group will appreciate. Do some market research before making your final decisions, to try to see what might be palatable for your target demographic.

Don't Alienate Other Potential Customers

With all of the above said, you do not want to make your packaging so one-track that it completely alienates all other types of customers. While it should incorporate elements that are likely to appeal to your main market, it should not be polarising in any way. If it is, you run the risk of shutting yourself off from a whole other group of potential customers.

Do Get Creative With Your Packaging


Don't be afraid to think outside the box when you're creating your packaging. You can get creative with many different aspects. The text, the graphics, the packaging material—it's completely up to you.

The more creative you are, the more likely people are to remember you and your brand. Remember, brand recognition is key to building a loyal following and boosting your business.

Don't Forget to Follow Government Guidelines

It's a great idea to experiment with different styles and types of packaging designs, but you should remember to work within the parameters you are legally required to. For example, different countries will have different rules surrounding what can and can't be printed on food labels. If you fail to follow these, you may find yourself in trouble.

Picking the Perfect Product Packaging Design

Follow the above helpful hints and you'll be able to create your perfect product packaging design in no time! If you're looking for a high-quality label and packaging producer, look no further than LabelProfi! See for yourself, request a free sample now.


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