Graphic Design for Packaging
Graphic design for consumer packaging is a unique challenge. It's all about showcasing products that will appeal to consumers and stand out on crowded shelves and in digital ad campaigns. Packaging designers are tasked with crafting designs that will attract attention and make the brand memorable.
It has become increasingly important for consumer products companies to develop an effective graphic design strategy that enhances consumer awareness and increases sales. A successful graphic design strategy will help your company stand out from competitors while at the same time aligning with your brand identity and mission statement.
Key principles of graphic design for packaging
Graphic design for product packaging is a complex endeavor, with many moving parts. A designer must be well versed in the basics of design—color use, typography, imagery, space and scale—as well as key principles like balance, harmony and contrast to ensure an effective design. These principles help ensure that packaging stands out from the competition and communicates clearly to shoppers.
Here are some key principles to keep in mind when designing packaging:
Balance: The principle of balance refers to creating a visually pleasing composition by balancing elements such as negative space (empty space) with positive space (filled-in areas).
For example: The overall shape of the container balances out its contents. The use of negative space can add visual interest and makes the product stand out.
Contrast: Contrast occurs when two elements work together but also create contrast (or distinction) between each other, which helps draw attention where needed most within the composition as well as highlight important aspects of the design scheme itself.
For example: A vibrant color scheme that contrasts against black background will help emphasize those colors even more than if used against white or another light color because dark colors tend not only attract attention but also appear more intense than light ones do.
Harmony: When two or more elements work together then a sense of harmony is achieved. When all the elements within a composition are balanced and harmonized, it creates a sense of order, direction and unity within the design scheme. This is important because when a viewer looks at an image they want to see some sort of order or pattern; if there isn't any then they often feel disoriented or lost.
For example: In art, harmony is achieved through the use of specific color design principles, such as monochromatic, complementary, analogous, and triadic colors
When you're creating a design, it's important to understand that the elements within your composition need to be balanced and harmonized. This means that they should work together well without competing with each other or taking away from the overall theme of your design scheme.
Graphic design tips for packaging
You want your packaging to be visually appealing. This means that you should avoid using too many colors, graphics and fonts. Instead, opt for a more focused design with a few bold elements that stand out against the rest of the visual elements.
Here are a few tips when it comes to designing packaging:
Create a cohesive color palette.
The colors should harmonize by being monochromatic, complementary, analogous, or triadic.
Select the right fonts.
Utilizing the right fonts is important because it can help to convey a particular message. For example, using a font that looks like handwriting can make your product appear more personal and friendly. Using a serif font (like Times New Roman) can give off an air of authority.
Make the text legible.
It's important to make text large enough to be readable by consumers and that is often larger than what is found on many packages out there. Also, instead of long paragraphs of text, break them up into short paragraphs with headings or subheadings. This will also help readers skim through content quickly and easily. Also, ensure that text is clearly visible against its background color or design. If you're using a dark color for text on a light background, consider adding a border around it so that it pops out from the page (this is especially useful in digital designs). You can also use bolding or italics for emphasis—these are more effective than having multiple text colors.
Let our packaging design experts help.
Effective product packaging is crucial and companies risk making costly mistakes if they don't involve experienced package designers. We're experts in consumer package design with over 25 years of experience helping big and small brands achieve their goals through our package design expertise.
Our team has a wealth of experience in packaging design, so we can help you make educated decisions about your brand, products and how they’ll be marketed to consumers. If you would like to learn more about how we can help you with your package design, contacts us and let’s talk about it.
