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Packaging design is very important for placing your product on the market, but also for the brand as a whole. We can freely say that what is book of graphic standards for the company, it is also the packaging design for the product. That is why it is very important that you studiously dedicate yourself to this project, and we will try to draw your attention to specific steps and what you should take into account when creating packaging for the product to be noticed.


Where to start?

If you already have a quality product that can meet the demands of the market, then your task is to draw attention to it with your design.

Before you go you should ask yourself 3 basic questions:


  1. What kind of product is that?


  1. Who is it for?


  1. How will you sell it?


What kind of product is that?

The question also brings a series of practical answers. What material is it made of, what are its dimensions and how sensitive is the product? This way you will decide whether the packaging must have additional reinforcements and protection, whether it should preserve its aroma or freshness, and whether the packaging should be designed at all due to its size, or whether a solution will be found to ensure its transport.


Who is it for?

Define yours target group. Will the product be bought by men, women, adults, children… Packaging should attract the ideal consumer.

Before you start the whole design process, you should know which are the ideal consumers, because your design also depends on them. Should you use larger letters to make the labels more readable for older consumers, or maybe you should use bright colors to attract your product to children.


How will you sell it?

Your approach to the design process will be different if you want to market your product in hypermarkets, local and specialty stores, or online.

The ones you sell in hypermarkets need to attract the attention of a bunch of others, while the ones you sell online they must have a compact packaging and fit easily on top of each other. That way, it won't take up too much space and won't move much in transport.

 If your packaging needs to follow a certain brand aesthetic, be sure to take care of it colors, typography i logo.


What should be taken into account when designing packaging?

 Apart from the fact that the packaging should attract consumers, there are also rules about what should be found from the contents on the packaging.


  1. Text - In addition to the name, you should add text that will describe in more detail what kind of product it is.


You are also legally obliged to have a product declaration on the packaging. The declaration includes the name of the product, type, model, type, quantity, depending on the nature of the goods and composition, as well as the business name of the manufacturer. For imported goods, the name of the importer and the country of production must also be stated.

Be sure to contact the competent institutions, depending on the product, what is necessary to find from the information on the packaging.


  1. Such - Of course, it is up to you to decide which of the pictures you want to be on the packaging. Of course, the packaging will look more attractive if there are more pictures, and consumers will find it easier to choose your product if they are clearly presented with what it is about. It will also be useful if you explain the way of use with pictograms, etc.


It is interesting that producers often, accidentally or intentionally, turn a deaf ear to the rulebook on declaration, so we often come across images that mislead consumers.

For example, did you know that you can put a picture of fruit on the packaging only if it is natural juice, and even then you should take into account the extent to which the squeezed juice is diluted with water? The situation is similar with dairy and other food products.


  1. Other tags - All products in Serbia must have a barcode or QR code. Also, depending on the industry, especially food, cosmetics and pharmaceutical products must have an expiration date on the packaging. When it comes to the expiration date, it is often unprofitable to print immediately with the packaging, so it is enough to just plan the space where the dates will be reprinted or printed.


Certain products, for which this is indicated, must have additional labels indicating whether they are highly flammable, dangerous to health and the like.



Certainly the last thing you want is for your packaging to be more expensive than the product itself. Although the primary goal is to attract the attention of as many consumers as possible, it is also important for them to recognize that the product is in their payment range.

When making packaging, you should divide the costs into one-time and those that you will have from time to time. So for example you will design, and prepress be a one-time cost, while you will pay for the materials, finishing and packaging of the product depending on the circulation from time to time.


Finally the packaging design!

Once you have collected and planned all the above information, we come to the creative part - Design (or at least what is left of it).

It would be good to have a certain collection of packages that you have already seen. Take into account how similar products are packaged. While you may have a favorite color or texture, consider whether it best suits your product or target audience.

There are many different types of packaging. Whether you design a box, bag, bottle, can, jar or label depends primarily on the product itself. Different types of packaging require different approaches to design.

Did you know that Tetra pak is not a type of packaging but a Swedish-Swiss company that deals with innovations in food and beverage packaging?


In the end, once you finish the design of the packaging, it would be good to make a prototype, or a test copy, before you enter serial production. In addition to checking that your product fits such packaging, you can also conduct additional research on what consumers think and possibly get useful feedback how to further improve it.


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Made by Sava Spasic - Senior Graphic Designer @Digitizer

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