Packaging - from idea to realization
Summary:
*The packaging mostly follows the already established visual identity
*Market research is a mandatory step
*It is best to design on mockups or cutouts
*Measurements are very important
*Preparation for printing is a big, final step
Packaging design is the process of conceptualization and overall planning of product packaging, including structure, functionality and visual appearance. Depending on the industry or the product itself, packaging design can be a more vital and crucial part of success than logo design - which is a rare situation indeed.
As is usually the case, the packaging design process begins with an inquiry. We try to carefully listen to each client, their wishes, as well as collect all unique ideas and symbolism related to their brand, specific product or product line.
Product packaging design includes the design of all those elements that together participate in the presentation - so to speak, it includes not only the box but also what is inside it - stickers, instructions, decorative papers, etc.
Unlike, for example, creating a logo, packaging design mostly relies on the already established visual identity of a brand or company, although this does not always have to be the case, especially when it comes to new series of products. Regardless, we always do detailed market research where we collect information, rules and directions dictated by the market and the product industry, and compare all that information with the wishes and guidelines of the client.
Packaging design also has another very important physical guideline - namely the shape and size of the amalgam, which the clients have either pre-agreed with suppliers and printers, or are currently in the process of choosing between the offered options.
Only with all this information on the table, the real work can begin.
PACKAGING DESIGN PROCESS
Packaging design really starts on paper - sketching ideas, paths and options taking into account all the information gathered. Usually it's really a lot of different ideas, but in that sea of shapes and illustrations, quality solutions that best suit the task can be seen. For each client, we choose a minimum of three solutions that are finalized - there is no need to limit creativity.
Creating packaging also has the added physical element of creating mockups to help visualize the design. The ability to see something in the space at this stage is an immeasurable help when creating a design because it allows for a perfect union of the desired design and technical requirements - how big should the label be, how does the design fold over the box, are the letters legible, maybe they should be smaller...
When all the examples, drawings, mockups and digital material come together – VOILA! A unique packaging design is created. As we said, we always offer several solutions to each client, but one of them is the one that "knocks them off their feet".
Finalized designs are ready for printing with special supporting documentation that helps the packaging to be printed exactly as we envisioned, with specific guidelines for gold/foil prints as well as CMYK/Pantone colors.
At the end of the process, the client has a professional, completely designed package for his product that can be photographed, marketed and find its way to customers.
We have to admit that something that hasn't changed for years is the feeling of pride and elation when we receive a printed and finalized package from a client - it's a special kind of reward.
