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Practical perspectives aimed at helping CPG businesses navigate the branding and packaging landscape

Process
Strategy

The Importance of Process in Packaging Design

In the world of packaging design, creativity often takes center stage. Vibrant colors, compelling visuals, and innovative concepts naturally come to mind. However, behind every successful packaging design lies a structured and intentional process.  The process outlined below details how ideas are transformed into impactful, targeted solutions, demonstrating that a well-defined approach is just as critical as the creative elements themselves.

Define: Conducting a Creative Audit and Gathering Inspiration

Before diving into design, an in-depth review of the brand, market, and competitive landscape is essential. This phase includes:

  • Market Research: Visiting retail locations and conducting online research to document key competitive claims, positioning, and visual cues.
  • Understanding the Consumer: Identifying pain points, preferences, and journey insights to inform strategy and creative exploration.
  • Stakeholder Engagement: Brief Q&A sessions with key company stakeholders to gain a holistic understanding of the brand’s perception and goals.

This foundational research identifies opportunities and white space, ensuring the design stands out. Collecting and aligning assets, such as copy documents, dielines, and research materials, further streamlines the creative process.

Understanding: Crafting a Strong Creative Brief

The creative brief is the cornerstone of any successful packaging design project. This succinct document defines the project’s objectives, target audience, brand values, and key messaging, as well as practical considerations, such as dieline constraints, production feasibility, and ink specifications.  A well-articulated brief bridges strategic goals with creative execution, ensuring alignment with broader business objectives and paving the way for a design that not only resonates but also drives results.

Ideate: Exploring Concepts

The concept exploration phase is where ideas take shape. Designers create mood boards, sketches, prototypes, and digital mockups to spark creativity and visualize potential directions.
During this collaborative phase, multiple concepts are developed and shared, aligning creative solutions with identified opportunities.

Validate: Concept Validation (Quantitative Testing)

Research is an ongoing element of the process, ensuring that every decision is backed by data and consumer insights. This iterative approach helps refine designs for optimal impact.

Iterate: Concept Refinement and Finalization

Once a concept is selected, design refinement begins. This phase hones the details of fonts, imagery, and other elements to ensure they contribute to the overall brand message. Secondary panels may include a brand story, icons, and key messaging to reinforce the product’s identity.

Execute: Production Coordination & File handoff

With the design finalized, the focus shifts to production. This stage involves coordinating dielines, managing printing specifications, and ensuring design integrity. Collaborating with print vendors and overseeing color management guarantees a flawless output.

Final checks, including reviewing Pantone drawdowns, digital proofs, and contract proofs, ensure the design translates seamlessly from concept to reality. The final step involves preparing master artwork files, including layered Illustrator and Photoshop files, for printer release.

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Cathy Gorman

Office Manager

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