Package design encompasses the creation of a container (bottle, jar, can, box, etc.) and the graphics that envelop it, including labels. It involves researching and designing the overall image of a product.
Designing packaging and labels demands specific skills from a graphic designer. In addition to creative abilities, a designer must consider material costs and be proficient in technical specifications and application techniques. This includes knowledge of three-dimensional design, industrial design, and familiarity with production methods like die-cuts, molds, and labels. When designing labels for products such as wine or olive oil, even if the bottle is pre-fabricated, it's not simply about applying a sticker and a logo. Various factors come into play, such as the composition of the content (food, cosmetics, etc.), how the label behaves when wrapped around the container, and how it fits into the overall environment alongside competing product brands.
Consumers typically spend just a second scanning a shelf to decide whether to purchase a new product. They allocate the same amount of time to search for a package they already know or have seen in advertisements. Similarly, they identify a new product from an existing brand through the visual identity likely included in the package label.
Package and label design are about the content, the buyer, the materials, the context, and how they all come together to attract consumers and make them choose one product over another.
© Thanassis Gounaris | ΝΟ IDEA graphic design