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Brown Knight & Truscott Blog

Marrying Packaging Design And Material

Oct 3, 2022 12:33:44 PM / by Wendy Barton

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Your packaging design is as fundamental as the product itself.  Of course, eco-friendly material isn’t all there is to a great eco-packaging: a significant half of it is design. 
An effective design makes your product stand out from your competition and it encourages the awareness of your customers.


BKT Logo crop 2Let's start with design

For brick-and-mortar businesses, packaging design is crucial, since it’s what will shape a prospective customer’s initial interaction with your product.  People learning about your product for the first time will form their first perception based on how your packaging looks.Designer

And this is where your brand identity works its magic.

It must be powerful enough to connect with your customers and be a focal point of their attention. 

Developing a brand identity that’s unique to you is paramount in communicating your brand story and capturing the loyalty of your consumers.

These are the four reasons why packaging design is beneficial to the success of your product:


  1. Customer attraction – An impressive packaging lures in a potential customer to pick your product off the shelf and take it home.  You want your packaging to be immediately attractive and make your customer be curious about your brand.

  2. Branding – An appropriate colour palette, logo, and design trademark executed in your packaging makes your brand identity tangible.  Your packaging has to prominently display your company colours, fonts, and trademarks to create a bold brand statement.  Consistent use of branding standards and guidelines allows you to be recognizable to your audience.

  3. Utility – Ingenious packaging has its own function and purpose.  Functional packaging protects your product and makes it easy to ship, collect, and store.  Also, if your packaging showcases a useful function to your customer, then it becomes equally valuable as your product.

  4. Information – Your packaging is your tool to better communicate relevant information about your product and company.  You need to design your packaging in a manner that carries all the information your customers need to know before purchasing your product. 

Helpful and essential details to place onto your packaging could be:

Helpful Tips2
  • Who designed the product
  • Who is the product for
  • The use of the product, including its limitations (if applicable)
  • Instructions required to use the product
  • Where the product was produced
  • Manufacturer information
  • Expiration date
  • Why your customers need your product

BKT Logo crop 2Design a packaging that’s healthy for your brand and the environment. 

Healthy EnvironmentNow that you understand the significance of eco-friendly packaging and design, it’s time to create one for your winning product.  Below are some steps involved in designing eco-friendly packaging.

1. Gather content materials.
Have all the content you need ready before starting your design.

The materials you may need are the following:


  • Copy – Text you need for your package.  This includes your brand name and compelling product description that attract your customers to buy.
  • Images – Decide on the kind of imagery you want your product to have.
  • Necessary marks – These may include nutrition information, industry marks, and barcode.  These will depend on the standards imposed by your industry bodies.
  • Brand requirements – Elements like your brand colours, fonts, and logo are all important to create a packaging appearance that’s consistent with your brand identity and aesthetics.


2. Decide on the layers of packaging.
Product packaging has three layers namely inner, outer, and product packaging.  You may need one or all three of these depending on the type of your product.

  • Inner packaging keeps your product safe and fitted snugly.  This can be tissue paper or packing peanuts.  It can also be a sealed bag that aims to preserve the freshness of your product.
  • Your outer packaging is what your customer is going to see first.  It protects your products from external elements.  This can be the box in which the product is shipped or the shopping bag used to contain the item at your store.
  • Product packaging is what your customers will remember your product by. It’s the pouch containing the coffee beans, the wrapper of a chocolate bar, or the tag on an article of clothing.


3. Choose your packaging type.
Determining the type of packaging that suits your product best can be a tough decision to make. 

Here are some factors you need to consider during the selection process:

  • Product – Packaging always revolves around the product at hand. If you’re selling anythingReduce Reuse Recycle liquid, it can set a limit for your options.
  • Competition – Pick a packaging material that sets you apart from other brands in your industry. But always think of what will be most convenient to use for your consumers.  After all, your packaging can affect people’s experience with your brand.  Make sure it’s reusable or recyclable.
  • Budget – Your packaging idea should be realistic with your budget.  Consult with a packaging manufacturer to find recyclable options that fall within your budget and product requirements.


4. Identify the centerpiece of your design.
Create an information architecture where you will zero in on the one thing or message that you want your customers to remember about your product.  You may have stellar reviews from your target customers, a remarkable tagline that captures your company values, or a fab graphic illustration that shows how to use your product.  But when a buyer sees your packaging they’re only going to recall one thing.  What is that fundamental element going to be?  That should be the dominant theme of your packaging design.  Then make that the dominant theme which they will notice as they pick your product (or visit your website).


BKT Logo crop 2Work with professional packaging designers

Now that you’ve learned the essence of great packaging and how you can create one for your product, it’s time to contact an expert designer to bring your ideas to life.  BKT has put in years of work and study to help businesses create a package design that’s as effective as it is impressive.

Invest in excellent packaging that can build a strong impression and attract your customers’ attention.


BKT Logo crop 2Get advice from a packaging specialist

If you’re looking for a reliable design team who can help you produce a packaging that works, contact BKT. With over 195 years of combined professional experience, we can help you make your product be a success.


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Tags: Packaging, Fulfillment

Wendy Barton

Written by Wendy Barton

Wendy Barton, Marketing Manager at BKT – Brown Knight & Truscott, is a results-oriented leader with 25+ years of experience in driving demand, branding, and thought-leadership strategies for high-growth printing companies.