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Packaging Matters

A quality packaging design communicates with the different features of the product to customers. The aim is to attract the attention of customers and prepare them to make a favourable decision about the product.


A great number of creative people have been working in this field with lot of passion and enthusiasm. They have been motivating customers to purchase products with quality designs. Packaging designs play an important role in making brands successful.

The importance of packaging

Once a customer makes a favourable decision about the functional aspects of a product, it is the packaging design that encourages them to make a purchase. Sometimes quality packaging becomes the most important aspect in a purchasing decision.


A great product with an inferior packaging design will not catch the attention of potential customers. Various studies have shown that 70% of purchasing decisions are made at the time of visiting the shops, and that clearly indicates the importance of the packaging design.


Grabbing the attention of the browsers in a supermarket makes a design successful. That does not mean a design should be pompous and colourful. It may not serve the purpose. The important thing is that the message is communicated in a clear and loud manner.

The role of a packaging designer

Different companies make use of various methods to create impressive packaging designs. A quality designer can make or break a product because a design that is not accepted by customers, will affect the sale of a product. Successful designers make use of technologies like block merchandising to make the individual pack look bigger than its actual size.


The primary responsibility of a designer is to make the product stand out among other products. To create visual equity a designer will use aspects like name, colour, illustration, and shape. These icons will grab your attention from a distance. The role of a packaging designer does not stop there. They must make further inroads into the minds of the customers with proper communication about the features of the product like price, size, and other related matters.

How does a packaging design works on a rational level?

Different approaches will be adopted for different products. The functional qualities such as size should be communicated to the customers in the best possible. The message about the price should be handled with great care and attention. As far as food items are concerned, the way information about the ingredients is presented deserves special attention. The entire concept should be based on a customer-friendly attitude. The package should be in complete harmony with the product proposition to make a good impression in the minds of the customers.

The emotional dimension

Great packaging design concepts assert that the rational approach must be complemented with emotional dimensions. The way in which the social obligation of the product is presented in a packaging design assumes great importance. The emotional appeal of a packaging design needs to be worked out and should be presented in a relevant manner to create a good impression in the minds of customers.

Packaging design and brand image

Some the world-famous brands have shown the real importance of packaging design. It’s impossible to think about these products without giving attention to the packaging design. In fact, the initial thought that crosses the customers’ minds will be the packaging design.


Some of the leading chocolate brands can be cited as examples. The packaging design adds real value to the product and sometimes surpasses the product itself. In such cases, the packaging becomes the brand and that shows the true value of a quality design.

The features of a great packaging design

The competition will force a designer to resort to methods that help them out-think others. This can result in over-design and the product will suffer. A great packaging design will give importance to optimal balance between factors like rational approach, emotional appeal, and aesthetic sensibility.


When the promises and the design go overboard, the sale of the product will suffer. A highly pompous and colourful design will not be considered the best if it fails to communicate with the customers. A great packaging design should complement the product. There lies the real quality of a packaging designer.


The leading companies in the world have realised the importance of packaging design as an investment and they have been using it as one of the most effective tools for revenue generation. The proper utilisation of illustration and typography make it even more endearing to the customers. It should complement the product in the best possible manner. It should be unique both in content and the approach. That is what great packaging designs will offer the customers.