Packaging Design

They say not to judge a book by its cover, but when it comes to packaging design, we can’t help it. Unwrap your product’s true potential with a memorable packaging design by Rapid Agency.

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The design of your product is an essential aspect to consider as it plays a critical role in influencing customer perceptions and purchase decisions. Ultimately, it is a unique representation of your brand and what it stands for. 


Packaging design is an art form that uses visual elements such as typography, colour and imagery to create appealing and memorable product that resonates with your target audience.

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Why is packaging design important for your product?


It is a crucial component of product market and branding that will significantly improve the success of your product on the shelves. 

Your packaging serves as the face of your product, providing a memorable appearance that consumers can connect with emotionally. It also serves a crucial purpose by communicating key, factual information about your product such as features, benefits and usage instructions. 

A well-designed product will help to attract customer attention by standing out from the crowd on busy shelves and communicating your brand’s key value proposition. Use your packaging to tell customers why they should choose your product over the others. 


Invest in packaging design to drive sales 


Another key purpose of packaging design is building brand recognition and recall which leads to repeat purchases and customer loyalty. Moreover, it is strategically created to influence consumer perception of product quality, price and value – ultimately affecting purchase decisions. 


Investing in a high-quality design is an essential step in creating a successful product that stands out in a crowded market.


What to consider when creating your packaging design


The key elements of packaging design vary depending on your product, brand and target market. There are, however, some key elements that are always important to consider, no matter your industry.


  1. Branding. Your packaging should always reflect your brand’s identity, including logo, colour scheme, typography and imagery. 
  2. Functionality. Product packaging should be functional, and make it easy for customers to digest information.
  3. Target Audience. The packaging design should be appealing to your target market, whoever they are. Consider the age, gender, lifestyle and buying behaviour of your target audience and allow this to influence your packaging design. 
  4. Creativity. Above all, your packaging design needs to stand out from competitors. It should therefore be unique, eye-catching and memorable to ensure you stand out on the shelves to attract customers. 
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Don’t ignore the importance of colour choices


Colours are the most important element of product packaging design. This is because the colours you select will subconsciously reflect the personality of your brand and its products. Not only this, colour choice is generally the first element of packaging design to be noticed – and you can see if from far, far away! 

Think about it… If you enter a busy supermarket in search of a bar of chocolate, you will instantly recognise Cadbury’s Dairy Milk because of its rich purple colour. Packaging design colour choices are key to driving sales and building brand recognition for your products. 


Colour should also be used creatively in packaging design to influence brand perception and emotional connections. Colour choice plays an important role in influencing how your customers feel about your product and encouraging them to make a purchase.


So, where do I start with packaging design colours? 


When selecting colours, we will consider competitors and how your product will present itself when on the shelf. We will test your product in context, with the knowledge that your product does not exist in isolation, but instead amongst many others. 


We will also ensure the legibility and visibility of your key product information when making colour choices. Your product name, ingredients and nutritional information should be contrasted from the background to ensure all text is readable. After all, accurate information is key to avoiding misunderstandings in your product descriptions. 

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Green and blue packaging design for High & Dry by Rapid Agency in Belfast
White and gold packaging design for Fred Frunk

Packaging Design Typography


Selecting typographies is an important aspect of the overall design process. Your chosen typography will communicate your brand and personality, as well as attract and inform consumers of key information. 


Legibility is non-negotiable when selecting typographies for packaging design. Your chosen typeface must be readable, even from a distance to ensure brand recognition on the shelves. As well as this, your typeface must be visible to ensure all key product information – including ingredients and allergen information – is clearly visible to customers. 

As well as legibility, typography should reflect the typefaces used in your overarching brand strategy. If your brand’s marketing and other communications use playful typefaces, we will reflect this in your packaging. Brand recognition is key, and if you are launching a new product range it is essential that customers easily make a connection between your brand as they know it and your new products – consistency is key. 

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Take your product packaging visuals to the next level


Imagery is a powerful tool to entice customers to your product and show them exactly what to expect. 

Adding high-quality, visually-appealing imagery to your packaging to fabricate your brand’s messages and values, while also capturing the attention of your customers. This will make your product more recognisable and memorable for consumers. 


Using imagery that is relevant to your product, industry and target audience will also allow you to create an emotional connection between the consumer and the product to influence purchase decisions. 


In addition to the emotional, you can also use imagery to convey factual, objective information about your product. For example, you can visually demonstrate your ingredients, usage instructions or nutritional information through imagery and illustrations. 

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Allow our team at Rapid Agency to use imagery and hand-drawn illustrations to make your product stand out and leave a lasting impression on consumers.