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  • Writer's pictureRachel Goodchild

The importance of product packaging in surface design

Rachel Goodchild | Creating Pattern

Box cover pattern © Rachel Goodchild
Box cover design © Rachel Goodchild

Quality packaging has a huge impact on consumer opinion and behaviour.  More than 70% of purchasing decisions are made in the shop, with almost a third of product decision-making based on the packaging alone. According to research, packaging drives purchasing more than other forms of marketing such as television and radio advertising, and online reviews. 66% of consumers say that they have tried a new product because of the packaging.

What is product packaging? 

Product packaging refers to the pattern design used to enclose products, such as boxes, bags, labels and papers. Product packaging can play a dynamic role in influencing consumer perceptions and purchasing decisions. Product packaging is a crucial aspect of marketing and branding strategies, contributing to a product's visual appeal, brand identity, and overall market positioning.

Packaging is also a key element of a company's brand identity. A product package could feature the brand name, company logo, and other visual elements that help consumers recognise and differentiate the product from competitors. The visual design of product packaging is important for attracting consumer attention. Eye-catching design, along with the cover pattern design and graphics, all contribute to the product's shelf appeal.

Why have bespoke packaging?

Bespoke packaging, or custom-designed packaging tailored to specific products or brands, offers several advantages for businesses. Bespoke packaging allows businesses to create a unique and distinct brand identity for their product. Custom designs and colours help reinforce brand recognition and build a strong brand image. A beautiful packaging helps a product to stand out and create a unique selling proposition, which enhances the perceived value of the product.

Choosing to have bespoke packaging will result in a more visually appealing and aesthetically pleasing product. Eye-catching designs can attract attention and contribute to a positive consumer experience.

Planning your Packaging

When considering your own packaging design, it's crucial to think about some factors before you approach the designer. Ask yourself a few questions, so you are clear to ensure that the design you commission aligns with your brand, appeals to your target audience, and meets practical considerations.

Think about your brand identity

Understand your brand identity and how you want it to be perceived in the market. Consider your brand's values, personality, and the positioning of your product relative to competitors.

Know your target audience

Then you will understand their preferences, and their purchasing behaviour. A packaging design that resonates with your specific demographic will be more effective in capturing their attention.

Think about the size and shape of your product

Analyse the size, shape, fragility, and any unique features of your product. Think about the type of packaging you would like, then, and only then start thinking about the design.

Know who your competitors are

Research your competitors' packaging designs. Identify trends, common visual elements, and opportunities for differentiation. Your packaging needs to stand out whilst fitting into the expectations of your specific industry.

Make a realistic budget plan

Make sure you have established a clear budget for the packaging design commission. Consider both the design phase and the production costs. Be realistic about what you can afford whilst aiming for a design that aligns with your brand goals.

Choose your packaging material

Decide on the type of packaging material that aligns with your brand and product. Consider factors such as sustainability, durability, and the tactile experience of the material.

Put yourself in your customers shoes

Think about how your product will appear on store shelves. Consider factors like visibility, legibility, and how the packaging design will stand out in a retail environment.

Now think about the design

A distinct design can make your product more recognizable and increase its chances of being remembered by consumers. But also think about the scalability and adaptability of the design.

Remember also to think ahead

If your product line expands or if there are variations, the packaging design should be flexible enough to accommodate these changes.

Plan your timeline for the process

Establish a realistic timeline for the design process. Consider not only the designer's time, but also production lead times and any specific deadlines, such as product launches or seasonal releases.

If you are clear about what you want, who your target audience is and you are realistic about the cost and timeframe, you can set the stage for a successful ongoing collaboration with a designer. This in turn will increase the likelihood of creating packaging that effectively communicates your brand and can continue to grow over the coming years.

The following are some examples of product packaging designed by Rachel Goodchild:

Gift wrap © Rachel Goodchild
Personalised gift wrapping

Packaging © Rachel Goodchild
Simple bottle labels

Packaging © Rachel Goodchild
Home accessories

Box cover pattern © Rachel Goodchild
Box covers

Coffee packaging © Rachel Goodchild
Coffee packaging

Box packaging © Rachel Goodchild
Logo branding packaging

Tissue packaging © Rachel Goodchild
Bespoke tissue paper

Tin packaging © Rachel Goodchild
Enamel tin packaging

Chocolate packaging © Rachel Goodchild
Chocolate packaging

Bespoke Napkins © Rachel Goodchild
Bespoke restaurant napkins

Tissue packaging © Rachel Goodchild
Bespoke gift wrap

Paper packaging © Rachel Goodchild
Bespoke flower paper

Label design © Rachel Goodchild
Branded botte labels
Yamato Car cover © Rachel Goodchild
Bespoke car covers
Tablecloth  © Rachel Goodchild
Bespoke restaurant tablecloths


Rachel Goodchild | Design Blog

Creating Pattern for Textile, Product, Home & Packaging

Rachel is a member of ACID (Anti Copying In Design) & DACS (Design & Artists Copyright Society)​All copyright, design rights and other intellectual property rights in Rachel’s designs and products,

as well as images, text and design of this blog remain the property of Rachel Goodchild.

Any infringement of these rights will be vigorously pursued. ​Copyright Images © Rachel Goodchild 2023. All rights reserved.



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