Product Design: 7 Key Elements

Developing your product packaging can be a bit daunting. You have probably already developed your branding guidelines, but that is just one step in the process for formalizing requirements for your packaging. It is important to have defined upfront what content needs to be present on your packaging to save you precious time and money. Here is a list of content to consider in order to get you started in your packaging design journey:

1. Logo

How many variations of your logo have you designed and outlined within your branding guidelines? If you only have one version, think about creating alternate versions. Start by thinking of the color variations that exist in your palette as options, but also think about the overall layout. Can you pull out certain elements to make the logo more simplified for easier recognition? Is there an icon to pull out separately to use as a secondary smaller logo presence? Think about stacking or designing the elements differently to create other shapes to give more flexibility in its final placement on your packaging. Make sure you also have a neutral / white version of your logo as your packaging may need the contrast of white against a color background. Having this at the ready will allow your designer more flexibility when it comes to the overall design of your package.

2. Tagline

If you have yet to define a tagline, consider creating one. The tagline can be a great tool to quickly highlight what the product is, what makes it unique or highlight the value statement. This is especially important if your name and/or logo are abstract. You may only have a consumers attention for a few seconds so a tagline can make the difference in their decision to purchase.

3. Barcode

Of course, Barcodes contain key pieces of information and data about your product. Make sure this key piece of identification is easily accessed and isn’t in an area that will be difficult to scan due to curves or folds in the packaging.

4. Website URL

True, the website link won’t be clickable, but many potential customers will look for this information and type it into a search engine to get more information about your product and to find additional information such as your social media profiles or an email sign up to stay engaged with your brand. If your website URL is long, you may consider purchasing a shorter URL for your package that redirects to your regular website. You may also wish to use a QR code instead to contain your URL as users can then easily scan it to get to your website.

5. Description

Don’t assume a potential or existing customer has all the information they need about your product. Make sure to include a creative yet brief description of your product or company. This can sometimes be the defining piece of information to lead to a sale or repeat purchase.

6. Industry Specific

Make sure to look up what information may be needed specifically for your industry, or at least commonly used. This could be ingredients, certifications or badges, sizing information, caution or warnings, directions for use, guarantees, etc. Do some competitive research to plan out the must haves versus nice to have industry specific information.

7. Imagery

This could be in the form of photos of your actual product, iconography, or illustrations. The imagery you chose will directly relate to the type of content you have defined in the above steps and can be crucial tools in breaking up your content to ease customer understanding and interest.

Now go ahead and create your packaging content requirement list not just to review and approve internally, but to use as your task list with your packaging design company and through your quality control process to ensure it is correct. This will help save you from potentially costly mistakes. Need help with your packaging design, inventory, deliveries or assembly? Contact us for a free consultation and estimate.