The Art of Package Design

THE DESIGN PROCESS
• Adjustments and revisions of design to meet all goals of the
design brief
• Finalization of the design and pre-production checklist
• Submission of all files to the pre-press provider.
So let’s discuss each step in this process.
RESEARCH AND ANALYSIS
In this phase we need to define what is currently in the market,
where we want to position this product and how will we
stand out from the crowd. First we need to define what category
this product will fit into. If it’s a food item, what aisle will it
be in. If it’s a toy, what is the age-range. Is it a craft toy, is it
electronic, etc. Then we look at the competition. How do we
compare in price and package size? Is there a dominant color in
this category and do we want to mimic that or stand out from
it? We will visit retail outlets and see what is offered on-line.
Identify your primary competitor and list their main product
advantages. List your products key features as points to call out
on the packaging either matching the competitor or surpassing.
Maybe your product is similar to the competition but offered at
a lower cost. This would be a key feature.
THE DESIGN BRIEF
This is where we define the brands marketing strategy. The
design brief defines the product and the key features. It lists all
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