How packaging design
shapes a product

Packaging has long been responsible for more than just the safe transport of a particular product. In the meantime, good packaging design has become a hook, almost an additional advertising medium in the sense of the manufacturer, and is often jointly responsible for the customer's purchase decision when viewed by him.

The history of packaging design

It was only with the powerful machines at the time of the industrial revolution that packaging became as uniform as we know it today. In the 1930s, the first supermarkets were opened and packaging had to be meaningful and have a recognition value. 

Since then, more and more manufacturers of products, but also suppliers of packaging design, have been concerned with the design of attractive packaging. More and more often bright colors are used, outdated designs are often no longer tolerated by customers.

Which target group should be addressed?

Not only shape and weight, but also the target group plays a crucial role in packaging design. An older target group will probably not react as positively to new neologisms with integrated English vocabulary as teenagers and children are easier to attract with bright colors than adults. Certain glitter and shimmer effects should be considered just as much as environmentally friendly packaging for organic food.

Recently, there have been more and more customers who value state-of-the-art packaging designs and base their purchases specifically on them. There are always specially printed limited editions and special design versions as temporary campaigns by well-known and also young companies.

Which budget is available?

Although elaborate and high-quality packaging is often worthwhile in terms of the amount of sales and recognition value for customers, it also has a significantly greater impact on the budget. For example, the different printing processes differ significantly in their costs, but can also greatly improve the impression on the customer.

Some colors are also more expensive than others, this should be taken into account in the design process. Finishes such as blind embossing and engraving are high costs, but often offer a unique experience for the buyer. Common sizes are usually cheaper than sizes that require machines to be readjusted.

Which packaging for which product?

There are several points to consider when choosing packaging and its design.

Which product is it?

In order to find a suitable packaging design, each product must be viewed individually. A key aspect of the freedom of creativity in a design is the type of product. Established goods don't necessarily have to stand out; they are already anchored in the customer's mind. However, the situation is different with innovative new releases or products from new companies. These usually have to stand out from the competition and therefore need meaningful eye-catchers. However, there is a fine line between eye-catching, appealing designs and those that are too superimposed to convey the actual message. It is definitely worth hiring a special packaging design agency to get individual designs.

The structure of the packaging itself is also influenced by the type of product. Heavy goods require different types of closures than light ones, and the value of the product also plays a role. Valuable goods should be transported in safer, higher quality packaging than cheap ones.

Specified information

In addition to the actual design, there are also some details that are mandatory for every packaging. These are, for example, nutritional values and expiry dates for food. A production number or test mark can also be required on the packaging. In addition, barcodes must be integrated to make the goods scannable for the cash registers. Mandatory and voluntary seals are often integrated into the packaging design.

How is the product presented?

This question is particularly important when it comes to retail sales. If the products are to be hung in the store, the packaging must have holes provided for this purpose and be tear-resistant enough so that it cannot be destroyed by centralized forces.

There are also a few things to consider when simply presenting the goods on the shelf. Normally only one side of the packaging is visible. This must therefore provide the customer with enough information to increase motivation to make a purchase. Special methods such as individually designed displays in the store are often used to attract more attention.

In online retail, the presentation of the product focuses primarily on the design of the packaging itself. The only thing that needs to be considered here, as with retail, is storage. Packaging must be sturdy enough to be stacked and stored in large quantities.

How is the competition doing?

It can also be an advantage to take a look at the competition before planning your own packaging. It is important to creatively stand out from other designs in order to quickly attract the customer's attention. It is often advisable to take a completely different path with your design than existing competitors.


A well-planned packaging design is essential for the success of a product. Nowadays there are almost unlimited possibilities in packaging design, regardless of the product. Since there are many aspects that need to be taken into account, it is advisable to seek help from a special packaging design agency.