Packaging rules

Sherry Bissonette shares some simple package design rules, and adds a packaging checklist for food folk.

Food packaging design can significantly impact a product’s impression. Some packaging can help raise the item to iconic status. The Campbell’s soup label; the Animal Crackers box; the distinctive Coca Cola bottle. Most companies have realistically humble aspirations for their packaging, though branding concerns should come into play. For a start, there are practical considerations: the package needs to protect the product, and it has to open in an appropriate way. MonkeyMedia Software’s Jay Daunheimer talks to design consultant Sherry Bissonette.

JD

What would you say are the three golden rules of packaging design?

SB

1. Demographic. The first question I always ask is what is the demographic; you have to know who you are selling to.
2. Statement. I want to know what the statement is. What makes your product special and unique? What message should the package communicate? Is it organic? Is it trendy? Is it fun?
3. Legibility. Legibility is the most basic rule in packaging execution, and the most important. Not sure if it’s a rule, but clients now want to be able to have the package show up distinctively in a photo.

JD

When a client approaches you for a design, what is the checklist of things they need to have?

SB

• Do you have an existing logo?