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Product packaging design tips

At V Factor Creative Services based in Warrington, Cheshire we currently work on a lot of packaging projects in conjunction with our sister company B.I.G. International along with providing creative packaging solutions for external clients. When starting any project we are often asked what will make my product packaging stand out from the competitors on the shelf.

Below we have created a list of packaging design rules to ensure your packaging is designed correctly.

  1. Keep it simple, shoppers only glance at the shelf and quickly browse to look for their usual preferred brands. In order to compete you must keep the message clean and ask yourself what’s the product for (USPs) and what’s the brand name behind the product.
  2. Invest in professional product photography to ensure your brand looks aspirational and tempts the consumer to pick up your product and engage in the messages being conveyed.
  3. Most consumers opt for products that look authentic and for this reason you should try to resonate with the colours and graphics used. It’s always a good idea to try and build some product history to further enhance the authenticity
  4. When designing your packaging you must always remember that the product will usually be stacked 6 wide and 2 high on the shelf. When in the creative process ideas stage use a graphic editor to display the same product in several rows and columns to ensure it doesn’t lose ‘shelf impact’ with the viewer being unable to focus easily on a single product item.
  5. Plan for the future! If you may be releasing future products in the same range at a later date you should factor this into the creative process. Ensuring the product range design branding can be easily adapted over a range of different product flavours, types or even sizes is key if wish to be successful. If you cannot easily create product variations with your current design you must restart the creative process.
  6. Many packaging designers often overlook the small print on the reverse including nutritional values, ingredients and usage instructions. To ensure your packaging is successful this demands the same attention to detail as per your packaging front layout design. It’s no good if consumers pick up your product from the shelf then place it back due to struggling to read small text with multiple elements shouting for their attention this leaves the buyer overwhelmed and frustrated.
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