Packaging design: thoughts to consider

Pre-design considerations

A good packaging design needs to take into account more than just appearance. Beware of design elements that push the limits of a press and therefore might jeopardize the quality of your printing. For example, processes that require multiple applications, that span across scores and folds, etc. could be problematic.

Intricate patterns that continue across a panel that will be die cut may lead to production challenges and should be carefully considered.

In addition, many industries must adhere to regulatory requirements that will impact packaging design. For example, understand the retail packaging graphics regulations for highly-regulated products to avoid costly delays in the design stage or worse, costly redesign and reprinting. Also note that international requirements may differ from those in the United States.

Design components

Your packaging needs to represent a your brand's aesthetic. Make sure you’ve gathered the following components and information before you start:

Colors. We print in full color and can add special finish like high gloss, dull and soft touch, as well as reticulated, spot or overall effects.

Fonts. Make sure you have the proper fonts, and don't overdo it with too many fonts, font weights or font styles.

Logo. If you need to put a logo on the package, make sure you have it available as a vector or high-resolution file.

Written copy. This typically includes the name of your product, the product description, a tagline or other messaging that entices someone to purchase.

Imagery. Want to put a photo, illustration or line art on your packaging? You’ll need to have those ready to go before you start the design process.

Legally-required copy. Depending on your product/industry, you may be required to include a disclaimer, barcode, nutrition information, association marks, or any other copy that regulations require.

Fluid and expiring content. Some products—think foods, cosmetics, supplements, etc.—have additional information that needs to be put on different batches of products (expiration dates or batch numbers). You likely won’t want to print this directly onto your packaging as it will be changing periodically, but you’ll want to make sure you save space for a sticker or stamp to be placed at a later date with the required information.