Packaging design is more than just what meets the eye. Learn about what packaging design entails and its three main functions that benefit both the product and the consumer.
Most likely you have experienced this situation before at your local grocery store: you casually turn the corner to walk into the next aisle only to find yourself in a sea of breakfast cereals. Shelves upon shelves of multi-colored cardboard boxes display enlarged images of what contents are inside, accompanied by a familiar cartoon character, celebrity, or sports figure. You probably already have an idea which cereal to put into your cart, but sometimes the other varieties tantalize your eyes or tempt your appetite. Oddly enough, it's not the food you fell in love with, but rather its packaging!
One of the primary functions of packaging design is that it promotes the contents inside the packaging. Depending on the product, the packaging design can be simple and straight-forward, or colorful and complex. Advertisers want you to see their product first among all the other products like it. The product's features may be printed on the box, or a nutritional facts label may be available for the consumer to review
In addition to making the product look presentable, packaging design should also be practical to ensure that it protects the product as well. This functionality is especially beneficial for items that are liquid or fragile. Before a product is displayed for consumer purchase, it needs to be manufactured and packaged sufficiently well to handle the journey from factory to shelf. Most breakfast cereals are packaged in thin, yet durable, cardboard boxes. Not only can information be easily displayed on the packaging (e.g., promotional, advertising, and nutrition facts), but the boxes can be easily stacked, stored, and shipped to your local grocery store while securing the contents of the product itself.