More than just a box
At its most fundamental level, packaging simply involves taking a product and putting it in a box or wrapping it in paper.
Good packaging design, however, is so much more than this. It involves knowing the market, identifying with the customer, understanding the product and, most importantly, positioning the product in as effective a way as possible.
Your product may be the greatest innovation ever, ‘the greatest thing since sliced bread’, but without clearly branded packaging that conveys the right message and that creates awareness on the shelves for consumers, it stands every chance of failing to find a market.
Good packaging design is about being in touch with what consumers are doing, what’s influencing them at any given moment and using that knowledge to start creating solutions. It is about visual positioning, brand identity and, the cornerstone of effective package design, visual brand communication. It is vital that graphics and structure unite for fully realised packaging design.
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