The Packaging Design Process Looks A Little Different

The old saying, “don’t judge a book by its cover,” is a bit misleading; in many situations, that’s exactly what we do. Often, the only interaction we have with a product before deciding to buy is with the packaging, and that interaction has an impact. According to Ipsos, 72% of U.S. consumers say packaging design influences their purchasing decision, and that number jumps to 81% when the item is a gift.

With so many goods available, we can’t inspect every option. We either buy what we know or what catches our eye. For a product to sell, it has to be a household name or stand out — and that’s where the packaging design process comes in. When you balance aesthetics, functionality, and creativity, standing out is a given.

What to Consider in the Packaging Design Process

From first glance to unboxing, packages provide more than storage — they provide an experience. During the review phase, designers should consider these core elements of the consumer experience.

Aesthetics

Aesthetics draw us to a product and communicate with the consumer. They convey a message — whether intentional or not.

The Brand

Packaging should reflect the brand’s identity. Consistency in typefaces, colors, and iconography builds recognition and trust, helping to create loyal customers.

The Message

Aesthetics can communicate a product’s unique benefits. Consider:

• What are you saying? (Luxury, fun, urgency, etc.)
• Who are you saying it to? (Does it appeal to your target audience?)

Color

Colors set the tone:

• Warm colors (yellow, orange, red) → optimism, enthusiasm, passion
• Cool colors (green, blue, purple) → peace, relaxation
• Neutrals (black, brown, grey, white) → purity, sophistication; paired with green → health, sustainability

White Space

White space conveys luxury, cleanliness, and simplicity. Even in busy designs, it helps key elements stand out.

Copy

The written message should be:

• Clear and easy to read
• Organized with a visual hierarchy
• Persuasive by highlighting benefits

Functionality

Packaging is protection, advertising, and information all at once.

The Product

Packaging must fit the product’s needs:

• Protect fragile goods during shipping
• Stand out and fit shelves for retail
• Use materials appropriate for the product

Materials

Material choice affects:

• Cost (cardboard vs. luxury rigid box)
• Audience appeal (eco-conscious buyers expect sustainable materials)

Labels, Warnings, and Regulatory Requirements

Many products require legally mandated information, such as ingredients, nutrition facts, or warnings. Voluntary labels (organic, cruelty-free, etc.) can also enhance brand image.

Creativity

With over 28,000 items in the average supermarket (FMI), creativity helps products stand out. But clarity matters — overly abstract designs can confuse consumers. Aim for unique yet instantly understandable.

Packaging That Found the Balance

Boxed Water

Water in a carton instead of a bottle. Large, clear text prevents confusion while reinforcing the brand’s sustainability message.

Nike Air Shoes

Minimal packaging using air cushions emphasized the shoes’ lightness while reducing material use.

Chobani

Yogurt packaging with a separate toppings section kept ingredients fresh and made prep quick and easy.

Festina Diving Watch

Packaged inside a pouch of water to prove its waterproof capabilities in a memorable way.

Perfect the Packaging Design Process with Ashore

Reviewing packaging design means evaluating brand alignment, message clarity, aesthetics, and functionality. This often requires multiple iterations, diverse feedback, and careful consideration — a time-consuming process.

Ashore streamlines it with:

• Automated workflows
• Markup tools
• Contextualized comments
• Integrations with your existing tools

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