What Is Packaging Design?

Package Design
What Is Packaging Design?
Article by Bisera Stankovska
Last Updated: November 26, 2023

Understanding the basics of packaging design can help you make informed decisions that can boost your product's marketability. In this article, we'll give an answer to the burning question: “What is packaging design?” while exploring its key elements, the need for it, and providing tips to design your product packaging effectively.

What Is Packaging Design?

Packaging design refers to the process of creating the visual appearance and physical structure of a product's packaging. It involves the strategic combination of various design elements to:

  • Effectively communicate the product's identity
  • Attract consumers
  • Enhance the overall user experience

As you can tell, packaging design is more than just a pretty exterior for products—it's an essential aspect of marketing that protects your products and communicates your brand story to your customers.

As such, it encompasses a package's aesthetic and functional aspects. Selection of typography, colors, shapes, and materials that align with the brand's identity and target audience is an inseparable part of packaging design. Additionally, packaging design considers the practical aspects of packaging, such as ensuring the product is protected during transportation and storage and providing clear information about the product to the consumer.

Agency description goes here
Agency description goes here
Agency description goes here

Essential Elements of Packaging Design

When you think of packaging design, your mind likely jumps to attractive graphics and vibrant colors. While these are crucial elements, the core purpose of packaging design goes deeper and it includes more elements, such as:





  • Can effectively convey a brand's message and personality 
  • Involves the selection and arrangement of fonts 
  • Should align with the brand's personality and target audience 
  • Has to be legible, visually appealing, and able to convey the desired message effectively 

Brand Messaging 

  • It’s what makes your brand unique 
  • Helps consumers understand the product, its benefits, and why they should choose it over competitors 
  • Involves the use of words, slogans, or taglines that communicate the brand's values, benefits, and unique selling propositions 


  • Choice of colors can leave a lasting impression on consumers 
  • Evokes emotions, influences perceptions, and attracts attention 
  • Color palette should align with the brand's identity and target audience 


  • Can enhance the practicality and aesthetics of your product 
  • Should be visually appealing and align with the product's characteristics and brand identity 
  • Has to be practical for storage, transportation, and ease of use for consumers 


  • They speak volumes about your brand's sustainability values 

Why You Need Packaging Design

  1. Grabbing Attention
  2. Communicating Brand Values
  3. Providing Information
  4. Encouraging Purchases

Why invest in packaging design? It's more than just wrapping your product. It's about communicating your brand story, showcasing your product's benefits, and facilitating the decision-making process.

Here are some of the key benefits of packaging design:

Grabbing Attention

Products in stores compete with each other for consumer attention. A well-designed package can lure consumers to it, inviting them to learn more about the product. Such a product invariably stands out on retail shelves.

Communicating Brand Values

Successful packaging design goes beyond just appearances. It communicates a brand's values and ethos. Is your brand fun, serious, or luxury? Your packaging design should reflect this.

Providing Information

Typically, consumers like to know more about a product before they part with their money. Packaging design presents a superb opportunity for brands to provide this vital information in a way that is both engaging and memorable for the customer.

Encouraging Purchases

An attractive packaging design can be a vital player in the consumer's decision-making process. This is especially important for on-the-fence customers—those who are interested in the product but need some additional prompting to finalize the purchase. A compelling packaging design could very well tip the scales in your brand's favor.

These stats show why packaging design carries so much weight:

  • 72% of US citizens agree that the packaging design influences their purchase decisions
  • 40% of consumers are likely to share a photo of a package on social media if they find the design unique and appealing
  • 64% of customers have bought something because the packaging intrigued them
  • The packaging alone influences the perception of a brand for 70% of consumers
  • 52% of online shoppers will purchase again if the order was delivered in a premium package
Get connected with the right packaging design agencies for your project.

How To Design a Packaging

Designing a successful and creative packaging starts with understanding your target consumers' needs, desires, and tastes. It's about recognizing the purchasing decision journey and implementing design elements that satisfy the visual and functional criteria at every stage.

Now, let's run down the detailed steps to design your package:

  • Outline Your Brief: This should include defining your target audience, product specifications, project's parameters (what are the dimensions of your product, does your product need special handling or storage conditions, etc.), and competitors. The main goal here is to create a clear definition of what you need to achieve.
  • Create Design Concepts: Don't hold back—brainstorm and sketch as many ideas as you can. Think of shapes, colors, font styles, and graphics that might convey your brand message effectively.
  • Select and Refine: Once you have a pool of ideas, it's time to select the best ones and refine them. Collaborate, iterate, experiment and get feedback to ensure your design aligns with your brand values and market preferences.
  • Production and Testing: The final step involves translating your design into physical form. Consider materials and printing techniques that will bring your design to life. Don't forget to perform quality checks and customer testing to ensure the design meets the set objectives and resonates with the audience.

Alternatively, opting for a professional path, specifically collaborating with a packaging design agency, allows you to capitalize on a team of experts specialized in creating visually compelling, memorable, and marketable package designs.

What Is Packaging Design: Key Takeaways

Packaging design is all about creating an experience as much as it is about protecting the product. Most of all, it's about creating a dialogue between your brand and your customers through colors, shapes, and materials.

Remember that good design is a balance between form and function. It should protect, educate, attract, and persuade.

What Is Packaging Design FAQs

What's the importance of packaging design?

Packaging design is crucial as it serves multiple functions, such as attracting consumers' attention, communicating brand identity, and providing information about the product. Well-designed packaging enhances shelf visibility, influences purchasing decisions, and contributes to a positive overall customer experience. Additionally, it plays a key role in protecting the product and facilitating efficient logistics.

We’ll find qualified packaging design agencies for your project, for free.
Subscribe to Spotlight Newsletter
Subscribe to our newsletter to get the latest industry news