Packaging: Capturing the Consumer




Ramadan card and packaging designed by Zoom Creative

With the overabundance of products available and the ease with which consumers can purchase items from anywhere in the world, designers have quite the job in creating packaging that will convince a jaded, savvy consumer to buy a particular product.  Today’s consumer wants to feel that a potential purchase is both unique and trustworthy.  That’s why brand identity and cohesive, yet innovative packaging are of such importance.

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Updated packaging for Doritos chips designed by Peter Pavlov for Doritos.  Package redesign improves functionality as it is easy to open and reseal.

When designing a potential package, various aspects and their effect on the consumer have to be considered.  Firstly, the concept of the package has to be contemplated.  Designers may create a package made of non-traditional material, or construct a package with an innovative method of opening or closing.  Some products present packaging that can be manipulated into an object that aids in product enjoyment, or which can be refashioned into another separate object.


Created by Icon Packaging, wine case expands to become a reusable wine rack.  This innovation increases practicality and functionality of packaging, thus reducing waste.

The concept of the package also includes the material that it will be made of.  Designers must take into account how the package material will appear in different conditions and how it will sound when it is opened.  The feel of the material and the process utilized to open the package are other components which should be regarded.


Fruit juice packaging by Naoto Fukasawa.  Each box resembles the fruit it contains, mimicking color and texture.  The result infers that the product is natural, pure and healthy. 

Another consideration is color.  The color scheme of a package is of the utmost importance because of the emotional connotations that color provides.  Often, choosing a muted color palate denotes high-end, luxury products, while bright primary colors are utilized to catch the eye and promote a quick sale.


Children’s shoe box design created by Gϋrtlerbachmann GmbH for Görtz department stores. The design firm created five different box styles, each representing a different bird native to the country.  A shoelace through each bird’s beak represents a small worm.  Presenting five distinctive types promotes collection and aims to improve customer return rates.

Typography is also significant as the style of letters chosen suggest mood and tone to the consumer.  A playful font may evoke a feeling of whimsy and novelty which would stimulate a spontaneous, one time impulse buy.  In comparison, a more traditional font choice would imply reliability.  The positioning and size of the text on the package also plays a role in determining the message that a product sends.


Paint cans designed by Reynolds and Reyner for Waldo Trommler Paint. The bright colors and strong typography make for an eye-catching design that also imparts basic product information. 

Finally, there is the copy which details what qualities and claims the product has to make.  Good product copy must be easy to read but compelling enough to keep the consumer’s attention.  This little blurb on the package is the manufacturer’s chance to cast a spell over the potential buyer while providing him/her with the necessary information to encourage a purchase.

88 branded by Pentagram.  The packaging copy is humorous and whimsical, utilizing informal, direct language and extensive puns in an attempt to connect with the consumer and promote a feeling of collective individuality.

In addition to all of these vital aspects, designers must create packaging that keeps both the product and the consumer safe and they must take into account environmental and health concerns as well, all while creating packaging that is consistent with the product’s brand identity.  Only when all of these facets have been joined together into a seamless finished product is a package presented to the public.  An amazing amount of thought and effort go into creating distinctive and memorable packaging.  Despite this, upon examination of all the diverse packaging on offer, one thing seems certain: a simple, yet unique concept which is well-executed definitely makes the greatest impact.



Hanger tea packaging designed by Soon Mo Kang.  Teapee Tea presentation created by Sophie Pépin. Both styles of packaging promote an individual experience while adding functionality and practicality to the use of the product.


Scanwood wooden kitchen utensils, packaging created by Goodmorning Technology.  The packaging emphasizes the company’s connection to the environment and promotes its products which are made of natural materials.



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