In terms of your branding, graphic design is one of the most important aspects of your business. Most businesses, particularly small businesses, tend to focus on the graphic design elements that comprise their online presence, such as their social media posts, online advertisements, and website design. However, the design of your physical branding is of the utmost importance. This is especially true for businesses that sell products.
How Design Can Apply to Your Products
There are three types of businesses that sell products. Each type of business can benefit from carefully designed branding and packaging.
The first is a business that creates and sells its original products. Ideally, this type of business will incorporate its unique branding and graphic design at every stage of production. The product itself may include a built-in symbol of its logo or other branding elements. The immediate packaging of the product may also include ample brandings, such as the business’s logo, colors, and other designs. There are also additional branding opportunities on the delivery package, which is usually mailed.
The second is a business that purchases a product, brands it, and sells it. These businesses usually purchase ready-made products, so they lack input on the initial stages of production. This means the product itself may not have any distinct branding. However, they may package or repackage the product so their branding appears on the immediate packaging, as well as their delivery packaging.
Lastly, the third is a business that purchases products and sells them unaltered. This business model is the most difficult to apply your own branding, as the only opportunity for branding they reserve is through their delivery packaging.
What is Package Design?
Now that you have a better idea of the importance of package design and how it may be applied to your products, it’s time to understand how graphic designers go about creating package designs.
Most people familiar with digital design software can attempt basic graphic design. If you have access to a laptop, you don’t even need software to create satisfactory designs. You can explore online services like Canva, which offers users tools to create graphic designs through simple elements and templates, such as logos, flyers, social media posts, and more. However, more complex or sophisticated graphic designs, like those seen on packages, require more specialized software and expertise. This is where digital marketing professionals come in.
Depending on your product, you may have multiple packaging options available to you. Modern packaging may be as simple as a plastic sheath to as complex as a sturdy wooden box. Naturally, consumers often assume quality products will come in quality packaging, so businesses typically prefer more secure and eye-catching packaging. This will undoubtedly require the experience of a digital marketing professional.
How Do Digital Marketing Professionals Create Package Designs?
A digital marketing professional will be able to assess the shape and materials of your packaging and map an appropriate graphic design onto its surface area. For example, if you have selected a small rectangular box for your packaging, they will analyze the dimensions of the box and create a design that wraps around it.
If done poorly, this will result in misaligned designs and texts, as well as blurry or misprinted areas. It becomes even more complicated when you are working with oddly shaped packaging, like cylinders or bags. Getting the proportions right will ensure a perfect match and printing. This is why package design is best left to professionals who provide mockup packaging.
While attractive designs and appropriate, cohesive branding are essential, there are also other factors a digital marketing professional will take into consideration. In some cases, products may require very specific notifications and warnings on their label. For example, food products may be legally obliged to include an allergen warning with particular dimensions, positioning, and colors.
Getting is Right From the Start
Packaging has the power to elevate your product and set the tone for how people view your business. Poor packaging may make your customers more critical of your product and assume it is of low quality, while well-made packaging may lend your business credibility and esteem. Remember to always work with professionals who offer mockup packaging you can view before placing an order.
You should only ever move forward with the packaging you have faith in, as poor designs can end up costing you more if you have to repackage your product later on, so get it right the first time!
