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The Complete Guide to CPG Packaging Design

CPG Packaging Design - Pet Supplement

For consumer packaged goods (CPG), packaging design has always been a critical, powerful branding opportunity. Not just because you can make your product look cool, fun, or sophisticated with the right packaging – that you certainly can.

Additionally, the process helps create visually appealing, functional packaging to protect the product, communicate brand messaging, and attract customers.

A recent Ipsos survey revealed that over 72% of American consumers admitted to product packaging design influencing their purchasing choices. That’s a whopping number, considering how cluttered the retail space has become of late, and how each product is struggling to stand out and be picked off the shelf.

CPG packaging design is, thus, an all-powerful potion that can route a brand to success, right from the initial concept to the final product on the shelf.

Branding and design for beauty supplements - labels and box
VitaNexa

What is CPG packaging design?

CPG packaging design is really an umbrella term because there are so many activities involved – conceptualization, design, material selection, and production.

The process involves designing the overall look and feel of a product’s packaging, including its shape, size, color, typography, and imagery.

There are also a few thumb rules for good design – it should be visually appealing, easy to understand, and functional.

For the CPG industry, however, packaging design offers even more benefits. For one, it protects the product within against transportation and storage-related damages. This means more shelf life and lesser chances of contamination.

Packaging design also conveys essential product information that the consumer may be looking for – ingredients, nutritional facts, usage instructions, and so on. In particular, 76% of grocery shoppers today seek more transparency in food product information on packages.

Packaging also plays an all-important role in brand building and differentiation.

Picture yourself standing in front of a supermarket shelf, trying to pick out baby diapers without any prior experience, knowledge, or guidance. You’d be more likely to pick one that highlights its benefits for the baby’s sensitive skin, some special discount, or how it has been the number one choice for moms over the years, wouldn’t you?

beauty collagen shots - label and box design
Credit: https://www.behance.net/gallery/158240863/Nutrili-Supplements-Branding

Why is CPG packaging design important?

What effective packaging design does brilliantly is impact both brand reception and consumer behavior. A well-designed package can really turn out to be love at first sight, leaving a positive first impression, improving brand recognition, and building brand loyalty.

No wonder it influences consumer purchasing decisions as well, inducing impulse purchases and repeat business.

CPG packaging design is also critical for product perception and shelf life. The right packaging keeps the product from physical damage, moisture, and temperature fluctuations. The product quality and freshness remain intact, extending shelf life and reducing waste.

Finally, CPG packaging design also helps keep your product legally compliant. While regulations may vary by country and product category, they often cover labeling regulations, food safety standards, and environmental compliances.

By adhering to these regulations, your product not only steers clear of legal issues but also ensures consumer trust and safety.

Understanding the CPG packaging design process

The CPG packaging design process is elaborate and detailed, right from initial concept development to final production. Each step must be aligned to the brand’s objectives, resonating with the target audience.

#1 The design brief

The first step in the CPG packaging design process is to develop a comprehensive design brief. This document talks about the project goals and objectives, including who the target audience is and what they ideally look like.

A clear understanding of the target audience at this stage is challenging but important. Identifying the target demographic, their preferences, and buying behaviors will all help the designer tailor the packaging in a way that the consumer relates and connects to it.

Next, the document defines specific packaging requirements – size, shape, materials, and any special features. It also covers the salient aspects of brand positioning and key messaging. This is because the packaging must reflect the brand’s identity and values. Packaging can easily convey luxury, sustainability, affordability, or anything else your brand stands for.

#2 Concept development

Now that the design brief is finalized, the design team can start working out the concept from scratch. This stage calls for a lot of brainstorming and ideation, with designers coming up with fresh ideas for the packaging design.

This is the time when they work with different color palettes, typography, and imagery – all while keeping your brand identity and messaging in mind. The end goal is to produce a visually appealing, impactful design at the end of this stage.

Designers often create sketches and mood boards in this phase to visualize and communicate design concepts. Sketches make it easy to quickly and easily explore different ideas, while mood boards come in handy to firm up the overall packaging aesthetic and tone. The right blend of these techniques paves the way for a strong final design foundation.

After the initial ideation, designers can then churn out more detailed design concepts. They may work out mock-ups or digital renders, showcasing the packaging in different perspectives and lighting conditions.

This allows for a more thorough evaluation of how effective the design is, whether it can meet the project goals, and how it would turn out in the market.

#3 Design refinement

Now that the initial design concepts have been developed, it is time to refine the design based on feedback and testing.

At this stage, designers incorporate any input they have received from the client, the target audience, and other relevant stakeholders. The idea is to make sure that the packaging meets all requirements while exceeding expectations.

This stage involves adjusting the typography, color palette, imagery, and so on, based on the received input.

Focus areas include making the typography more legible and appropriate for the target audience, making the color palette more visually appealing and relevant to the product, conveying the brand message, and creating a strong emotional connection with consumers.

CPG Brand Colors

#4 Packaging structure and material selection

Remember that the best packaging focuses on both the look and the feel. We are done with the ideation and refinement to finalize the look – now it’s time to jump to the technicalities for the feel.

The packaging structure and material are important at this stage – critical for product protection, sustainability, and consumer convenience.

The CPG package structure should be designed to optimize shelf space, facilitate shipping and storage, and improve the overall customer experience.

The chosen materials must be durable, cost-effective, and eco-friendly at the same time. Paperboard, plastic, glass, and metal are some of the widely used packaging materials, each with its own advantages and disadvantages. Weigh the pros and cons and intended use of each before choosing the right material for your specific product.

Sustainable materials like recycled paperboard and biodegradable plastics are all the rage today, thanks to their eco-friendly nature. Consumers are becoming more environmentally conscious, making these materials a top choice.

#4 Prototyping and testing

Before we jump from technical specifications to mass production, the intervening stage should take care of creating and testing physical prototypes of the packaging design.

These prototypes can help with a more tangible evaluation of the design’s aesthetics, functionality, and durability. Designers, engineers, and marketers may examine the prototypes in person to identify potential issues or areas for improvement in time.

Usability tests and customer feedback sessions are also in trend, helping collect valuable insights on consumer perception and usage. Observe consumers as they interact with the packaging. Note any challenges or difficulties they may encounter. Listen to their thoughts and opinions on the design and identify areas for improvement and refinement.

#4 Production and manufacturing

Once the packaging design is firmed up, next comes the production and manufacturing phase. During this phase, designers and manufacturers work closely to ensure the packaging is produced to the highest quality standards and meets all specifications.

Brands must monitor the production process closely to maintain quality control. Conduct regular quality checks, inspect materials used, and test the finished product. Only by implementing rigorous quality control measures can manufacturers ensure consistent, durable, and streamlined CPG packaging design.

Packaging Design CPG Pet Supplement
WagWholistic

Tips for effective CPG packaging design

CPG packaging design must do one thing if not anything else – resonate with the consumer. This helps automatically drive sales and brand awareness like never before. Here’s how you can do it:

Keep it simple

A cluttered, overly complex design will only overwhelm the consumer. Focus on clear and concise messaging instead, ensuring your key points are easily conveyed and understood. A minimalist approach can be more powerful than you think, allowing your product to take center stage.

Use high-quality materials

Invest in high-quality packaging material to enhance your brand perception and product value. Premium materials like thick paperboard or durable plastic can create a sense of luxury and exclusivity. Branding with high-quality materials can actually elevate your product and set it apart from competitors.  

Prioritize functionality

The packaging should be so designed that it is easy to use and store. Opt for resealable closures, easy-open tabs, and clear instructions for elevated consumer experience. Prioritize functionality to make your product more convenient and appealing to the consumer.

Consider the unboxing experience

The unboxing experience of a product is often enough to create a positive brand impression. A well-designed package would reveal the product in a visually appealing way, creating a sense of excitement and anticipation.

The bottom line

The packaging industry has taken massive leaps these last few years, assuming a pivotal role in brand success. It not only protects the product but also communicates brand identity, influences consumer behavior, and drives sales.

Brands should invest in high-quality design for packaging that is both functional and aesthetically pleasing. You can even maximize its impact by prioritizing sustainability, keeping industry trends and consumer insights in mind.

With help from an experienced and professional design agency, achieving all these goals becomes all the more easy. Leverage packaging design as a tool to establish and improve your brand’s visibility, image, and success. Hire professional design services from a branding expert like Aventive Studio, and ensure your packaging meets the highest standards. Schedule a consultation to learn more.

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