Food packaging aims primarily to protect the product, and for the packaging design to be attractive to the customer. Generally, the package should sell itself and speak for the brand. The brand needs to have a strong identity and a distinct packaging, which delivers clearly and concisely the necessary relevant information the target customers need to know about the product. Here are four tips for great food packaging designs, no matter what food product you are selling.
Tips for better food packaging design
- Know the identity of your brand
Packaging is the first contact of a customer with your product. So you need to have a clear understanding of your product and brand when it comes to developing your package design. You need to take into consideration everything about your product. What is it? What makes it different from similar products? To whom is it primarily targeted? What is the philosophy of your company? Having answers to these questions ensures having package design that is compatible with your brand identity, and helps you choose the colors, size, shape, and materials used for the packaging design. All of which has to communicate your company’s name, logo and your brand messages strongly and clearly.
- Design with form and function
A great food packaging design needs a balance between looks and message, in addition to functionality in terms of safety and protection of the food product on the shelf. It is essential that the product reaches the consumers in the same condition as it left the factory. And the package should contain clear labeling of the product’s features and benefits.
- Find answers for key questions
Some key questions to guide you when designing a new package include:
- What packaging materials will ensure maximum protection and freshness for the product? Should you use a flexible or rigid container? How much space does your brand messaging need?
- Will the shape and size of the package be easy for secondary packaging? Will the product be easily shipped to retailers? Is it easy to be stored and distributed?
- How long will the product stay in retailers’ storage before going on display? How long will the product sit on the shelf before being consumed by customers?
- Packaging materials and design drive costs
Packaging is an essential, yet costly element in new product launch success. Here are the things that cost the most in food packaging:
- Materials: Using traditional materials isn’t that costly, while innovative eco-friendly packaging materials can be much more expensive.
- Design: As much as 80% of the costs are included in the development process, and only 20% of are in the manufacturing stage.
- Packaging production: This includes printing, production, and labor. It is possible to save money in labor and production costs (like using manual packaging instead of machines), but this will cost you time and effort, and it will affect how the package will ultimately look.