In this age of stiff competition, it is the packaging that sets off the product from its competitors. Tablets to baby food, specialty nutritional supplements to detergent powder, any product has even a half chance of being looked up by the consumers only if the packaging is attractive. Therefore, design packaging is an important element of the overall product promotion effort.



Packaging design is a great challenge to the designer. As the packaging is the closest visual presentation of a product placed before the user, it has to combine aesthetics as well as functionality. The process of packaging design starts with a study of the product itself. The product has to be analyzed with respect to its key attributes. Some important attributes include age and geographic distribution of the intended users, role of the product in the lifestyle of the users, distribution network for retailing and shelf life. Each of these attributes influences decisions on the design of the final packaging. Let us look at some examples.

Items for children like baby oils, soaps and biscuits have bright color schemes and easy to use packaging. In contrast, specialty chemicals like cleaning acids or laboratory reagents come with sturdy and tamper-proof packaging. Such materials should be protected from losses during transit as also potential hazards due to spillage. Convenience foods, take away cartons etc. should be designed so as to provide ease of use and double up as storage after use.

Once the basic principles that govern the packaging design for the specific product have been chalked out, the designer proceeds along three courses. First, he has to decide the graphic interface, which includes logo, typeface and illustrations, if any. Second, he has to consider the budgetary and logistic requirements to zero in on the packaging material. Common packaging materials are paper, cardboard, plastic and glass. He has to weigh the costs with environmental repercussions. There are also legal provisions regarding the application of appropriate material for packaging purpose. These have to be borne in mind. Third, he has to proceed with the printing.

Packaging design is not just about cartons. It is about providing the overall ?look? and ?feel? for the product. Several products with potential for immense success have fallen by the wayside due to faulty packaging design. There are also several stories of products that became successful after being metamorphosed by a new packaging design. Although this does not amount to saying that a mediocre product can succeed with flashy packaging, it is quite true that packaging design complements the quality and enhances brand recall.

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