Package design refers to the creation of the exterior of a product, including its form, material, imagery, and layout of text. It is a crucial aspect of product marketing, as it directly influences consumer purchasing decisions and ensures that the product is protected during transit. The design must balance functionality, aesthetics, and brand identity to appeal to the target audience and provide a memorable unboxing experience.
Key Principles of Good Package Design
- Clarity and Simplicity
Effective package design communicates the product’s purpose and key features at a glance. Avoid overloading the design with unnecessary details. Clear typography and simple, visually compelling graphics help the consumer quickly understand the product. - Brand Consistency
A well-designed package should reflect the brand’s identity. This consistency helps build recognition and trust among consumers. Colour schemes, fonts, and logos must be consistent with the overall brand image to strengthen brand recall. - Functionality and Durability
Packaging should be functional, protecting the product from damage during shipping and handling. Additionally, the package should be easy to open, store, and dispose of. Durable materials that prevent spillage or breakage add to the overall quality of the product. - Eco-Friendliness
With growing environmental awareness, sustainable packaging is becoming a major consideration. Using recyclable or biodegradable materials and minimising excess packaging can attract environmentally conscious consumers and reduce the company’s carbon footprint. - Innovative Structure and Design
Innovation in package design can make a product stand out. Unique shapes, creative use of materials, or interactive elements can capture attention and create a memorable experience. However, innovation should not compromise the packaging’s functionality. - Shelf Impact
Package design should be eye-catching, particularly in retail environments where products compete for attention. Bold colours, dynamic imagery, and strategic placement of branding elements help to increase visibility on crowded shelves. - Honesty and Transparency
The package should honestly represent the product. Misleading images or exaggerated claims can lead to consumer disappointment, damaging brand trust. A transparent design approach that aligns with the actual product enhances customer satisfaction.
3 Best Places to Study Package Design in the UK
- University of the Arts London (UAL)
UAL offers a range of courses in graphic and packaging design through its London College of Communication. The programme focuses on both the creative and practical aspects of package design, providing students with the skills to create innovative and functional packaging. www.arts.ac.uk - Nottingham Trent University (NTU)
NTU’s BA (Hons) Graphic Design course includes modules specifically focused on packaging design. The university’s emphasis on sustainability and innovation makes it a leading choice for students looking to specialise in this area. www.ntu.ac.uk - Sheffield Hallam University
Sheffield Hallam University’s BA (Hons) Packaging Design and Technology course blends creativity with technical knowledge, offering students the opportunity to work with real-world packaging design projects and develop their professional skills. www.shu.ac.uk
3 Top UK Package Design Companies
- Notpla
Notpla is a groundbreaking sustainable packaging company in the UK that creates packaging solutions from seaweed and plants. Their innovative approach to reducing plastic waste has made them a leader in the field of eco-friendly packaging. www.notpla.com - Pearlfisher
Pearlfisher is a leading design agency known for its work in branding and package design. The company creates innovative packaging solutions that combine creativity and strategy, working with some of the world’s leading brands to enhance their product presentation. https://pearlfisher.com - Big Fish
Big Fish is a British creative agency that focuses on branding and packaging. Their design work spans industries such as food, beverages, and beauty, producing distinctive and memorable packaging that aligns with clients’ brand values. https://bigfish.co.uk/
3 Leading UK Package Design Experts
- Jonathan Ford
Jonathan Ford is the founding partner and chief creative officer at Pearlfisher. He is a thought leader in the world of branding and package design, known for creating iconic packaging for global brands. www.linkedin.com/in/jonathanforddesigner - Silas Amos
Silas Amos is a renowned packaging designer and creative strategist, with over two decades of experience in the field. He has worked with major brands, delivering impactful and innovative packaging solutions. www.linkedin.com/in/silas-amos-5576557 - John Glasgow
John Glasgow is a creative director with a strong focus on branding and packaging design. He co-founded Vault49, a design agency known for pushing the boundaries of packaging through bold and inventive concepts. www.linkedin.com/in/john-glasgow-8b0b2336
3 Useful Package Design Websites / Resources
- Packaging of the World
Packaging of the World is a platform showcasing the best in global package design. It features a wide range of projects, offering inspiration and insights for designers looking to explore different approaches and styles. https://packagingoftheworld.com/ - The Dieline
The Dieline is one of the leading global platforms dedicated to package design. It provides daily updates on packaging trends, design innovations, and industry news, making it an essential resource for packaging designers and industry professionals. https://thedieline.com/ - Lovely Package
Lovely Package showcases the most creative packaging designs from around the world. The site offers a variety of designs, from luxury goods to everyday items, giving insight into how brands approach packaging to appeal to their target audience. https://lovelypackage.com/