Effective Food Product Packaging Design Tips for Graphic Designers

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Product packaging design requires more than a good eye, especially food products.

Graphic designers who design packaging have to focus on creating a strong brand through effective design.

But what makes a good or an effective packaging design for F&B?


  1. Clarity about the content and function of the packaged food:


Packaging keeps the product safe, but another important function of packaging is to convey information to the buyer and the user about the contents within. A simple and clear packaging design should be able to achieve that within first few seconds.

In other words, when a customer picks up this packaged product, she should immediately be able to tell what the food product is, its type and of course what brand it is.


  1. Self differentiation from similar products of other brands on the shelf


Next time when you go shopping in a supermarket, notice how you look at products placed on the shelf. You might find yourself just glancing at them, not in detail and never in isolation. And then a distinctive and relatively more appealing packaging design catches your attention. That’s when you generally decide to take a closer look at the product.

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A successful packaging design is not necessarily the most good looking one. It should be able to stand out from the clutter.

A beautiful design doesn’t always guarantee that. But a research of your competitor’s product packaging design does help.


  1. Clear indication of the product category


When you get a client brief for food packaging design or say wine label design, ask them how they want their product to be seen by the shoppers. Do they want to slot their product as a price driven value brand or a premium brand?

As a graphic designer working on consumer product packaging design, you must find out how your client wants the F&B brand to come across and target what kind of buyer segment. You will be able to choose a more appropriate tone and use subtle details to appeal to that category of buyers though your design.

Related Article: Branding Basics for Graphic Designers


Published by packaging design team of OH! Design Studio – a packaging design agency and a full service branding firm in Mumbai, India.

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3 Branding Basics Every Graphic Designer Should Know

I’ve observed a lot of graphic designers focusing only on making their designs beautiful. Often they forget that every design has a purpose and that is to communicatemessage or some information to its target audience effectively.


Different Strokes For Different Folks


I’m not saying that the designs should not be attractive. Of course the logo design, brochure design or packaging needs to look attractive, but ‘attractive design’ is relative.

What graphic art attracts a sophisticated luxury product buyer could look too drab and dull to a flashy teenager. And what instantly catches eyeballs from rural buyer would in all probability be an instant-miss by this chic urban customer. The point is, design keeping in mind the target audience.


Inconsistent brands confuse buyers


Graphic designing is an element of branding. A customer experiences brand through the product or service, that brand’s values, personality and communication among other things. So all forms of visual communication including illustrations, packaging design, point-of-sale, website design, logo design, marketing collateral etc help create a brand identity in the target buyer’s mind. Communicate the brand consistently and clearly at every touch point. It should feel like it derives from one place.


Great design is invisible so that the brand message can shine through


I’ve seen graphic designers over complicate designs to convey marketing messages. The design challenge is to simplify the brand message visually in such a way that the design resonates subconsciously with the audience telling people how they’re supposed to interact with the brand. Highlight the brand and its message, not the design. “Design should never say, ‘Look at me.’ It should always say, ‘Look at this.’” – David Craib


Published by OH! Design Studio – a branding and integrated graphic design firm based in Mumbai, India. From brand strategy to brand activation on online and offline channels, OH! Design Studio provides 360 degree creative services for launching new brands, re-branding and online brand activation & marketing.