The power of packaging design

Packaging on a supermarket shelf has less than three seconds to grab the attention of a consumer.

Those three seconds are exceedingly important when you consider that more than 70% of purchasing decisions are made at the shelf. Add to this the fact that supermarkets can contain on average 40,000 packs to choose from, then that pack has got to work hard.

Packaging’s role is threefold:

• To sell the product
• To protect the product
• To facilitate the use of the product

In this guide we’ll investigate what packaging design is all about and how packaging designers help packaging manufacturers and brand owners create packs that appeal to customers and that function in the supply chain.

Graphics

Packaging graphics have more to do than simply look pretty. They must work to cut through the white noise that is the crowded supermarket shelf, and attract a potential buyer.

Shape

Packaging comes in all shapes and sizes. The structure of a pack can serve to create shelf standout and sell the product, to prolong the life of the product and to facilitate the use of the product.

Sustainability

The packaging industry has been vilified over the years, not least on the subject of plastic bags. Yet, brands have always been looking for ways to reduce materials and maximise packaging for both environmental and financial reasons.

Materials

Traditionally certain materials have been associated with certain markets. But as markets change and consumer attitudes adjust it is unsurprising that material choice has also changed in the packaging sector accordingly.

Regulations

The packaging industry spans many markets and so is regulated by many different forms of legislation and voluntary codes.

Ten golden rules

Jonathan Sands, Chairman of brand and packaging design agency, shares his ten top tips for commissioning successful packaging design

Careers in packaging design

Packaging designers, at different stages in their careers, share what it's like to be a packaging designer and design the structural shape or packaging graphics.

Case studies

There are many notable examples of well designed packaging. Here are just a few of our favourites