The Art of Package Design

THE DESIGN PROCESS
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2. Marketing strategy
3. Design goals
4. Brand strategy (if applicable)
5. Product USPs (unique selling points)
6. Target audience (age range if a toy)
7. Product category
8. Identify key competitor and their product USPs
9. Key marketing copy for package
10. Legal and mandatory information that needs to be on
the package (see the chapter on Regulations and Legalities)
11. Printing option, CMYK or additional SPOT colors
12. Packaging structure (die line) and preferred materials
13. Timeline and scheduling
14. Budget
PRELIMINARY DESIGN OR CONCEPTS
The next step is to start the actual design. But first we need
to know if this is a new stand-alone product? And if it is, does it
need to relate to the existing brand? Is the package part of a line
of products and does it need elements that have a commonality
with other products in the line? Or is it a new line or an extension
of an existing line? If this is a new stand-alone product,
we should take into account the possibility that other products
may be added to create a line of products at a future date. So
in the initial concept we should create elements that could be