When it comes to packaging design, it’s not just about wrapping your product in something pretty.
Top designers work strategically to create packaging that works harder, grabs attention, and drives sales.
Every design element is crafted with purpose, from the materials to the color choices, all working in harmony to create a memorable brand experience.
If you’re a small business or designer looking to take your packaging to the next level, these five game-changing lessons from top designers will help you craft packaging that’s not only functional but iconic.
1. Prioritize Product Visibility and Clarity
The first lesson from top designers is clear: the packaging should enhance the product, not distract from it.
While it might be tempting to create intricate, eye-catching designs, the best packaging design always prioritizes the product’s core qualities.
Whether it’s food, beauty, or tech, the product must be the hero of the packaging story.
Choosing transparent windows or clear plastic pouches that allow customers to see the actual product inside builds trust and transparency. This shows customers exactly what they’re buying.
Brands like Apple and Coca-Cola excel at this with simple designs that emphasize their product’s clean lines or iconic branding.
Tip: If you’re working with flexible pouches, consider incorporating a small window or die-cut shape that lets customers peek inside. It’ll help build trust and promote product visibility.
2. Embrace the Power of Simplicity
Minimalism is a design trend that is anything but fleeting. In fact, it’s one of the most enduring lessons in packaging design.
Simplicity can elevate a product and make a brand instantly recognizable.
The best designs aren’t necessarily the ones that are packed with details but those that communicate a clear, concise message through well-thought-out design choices.
Designers like Dieter Rams (known for his work with Braun) have long touted the “less is more” philosophy, and it holds true in packaging.
A clean and simple design allows the product to speak for itself and cuts through visual clutter. Bold typography, a limited color palette, and strategic use of negative space can make your brand more memorable and impactful.
Tip: Focus on your brand’s key message and use clean lines, minimalist fonts, and strategic colors to deliver it. A simple, yet bold logo on a custom nutraceutical label can instill trust and go a long way in making your packaging stand out on the shelf.
3. Incorporate Texture for Emotional Impact
Packaging is about more than just what you see—it’s about what you feel too.
Texture plays a huge role in how we perceive packaging. From tactile finishes to the shape of the package, how it feels in your hand can leave a lasting impression.
Designers understand that the feel of the packaging can influence buying decisions and create an emotional connection with the consumer.
Think about the luxurious feel of a soft-touch finish or the smoothness of a matte surface of a custom candle label placed on a frosted jar with a gold lid.
On the other hand, rougher textures or embossed designs can convey a sense of rawness or authenticity.
Packaging with tactile finishes, like matte or gloss, can make your product feel premium or approachable, depending on your brand’s personality.
Tip: Don’t overlook the texture of your packaging. Whether it’s the feel of the surface, the weight of the material, or the closure system, it all adds to the customer experience. A custom flexible pouch with a unique finish can immediately elevate the product’s perception.
4. Design for the Entire Customer Journey
Packaging design doesn’t stop at the point of sale.
The best creative minds know that the packaging journey starts long before a customer picks up the product and continues after it leaves the store.
Successful packaging doesn’t just look good—it’s designed for practical use and long-term engagement. Do your lotion labels last as long as the product inside, or do they disintegrate before the contents are fully consumed?
For example, many designers now include resealable pouches for food products or cosmetics to encourage reuse. Eco-friendly materials are also gaining traction, aligning with consumers’ desire to make more sustainable choices.
Packaging should be intuitive, easy to open, and functional, allowing for a positive experience at every touchpoint.
Tip: Think beyond the store shelf. How will your customers interact with your packaging at home? Will they reuse it? How easy is it to dispose of? Sustainable choices and functionality, such as resealable closures or compostable packaging, can provide significant value to your customers.
5. Don’t Be Afraid to Be Bold
The most successful packaging designs often come from those who are willing to take risks. Bold, unexpected designs can make your product impossible to ignore.
Custom packaging is one of the few opportunities to make an instant impact, and the best designers understand the importance of standing out in a crowded market.
Whether it’s through eye-catching color schemes, unconventional shapes, or playful graphics, bold packaging can disrupt consumer expectations and create memorable moments.
Brands like Method with their quirky cleaning products or Skittles with their rainbow-themed pouches aren’t afraid to break the mold, and their packaging is part of what makes them so recognizable.
Tip: Don’t be afraid to experiment with vibrant colors, unusual shapes, or even interactive elements like augmented reality. Use contrarian thinking. Packaging that surprises and delights your customer will make them more likely to share it on social media and recommend it to others.
Conclusion: Packaging as a Powerful Tool
Top designers don’t just create beautiful packaging—they craft experiences.
Each element of design, from materials to texture, color, and functionality, plays a role in shaping the customer’s perception of a brand.
By prioritizing product visibility, embracing simplicity, leveraging texture, designing for the entire customer journey, and taking bold risks, you can create packaging that not only stands out but also builds long-term brand loyalty.
As a small business or entrepreneur, applying these lessons can be the key to transforming your packaging into a powerful marketing tool.
With the right strategy and attention to detail, your packaging can become your product’s most valuable asset—one that drives sales, captures attention, and helps you build an iconic brand.