Have you ever purchased a food or drink you had no experience with whatsoever, just because you couldn’t resist the packaging? Of course you have! And we bet you were thinking: “Why didn’t I come up with that delicious food packaging design myself?” This article lists the three key ingredients
for a successful food packaging design
and takes a look at some inspiring examples
1. Pick a trademark and run with it
When you’re designing packaging for food or a beverage, chances are you’re designing for a product that’s part of a range. If that is indeed the case, it is key to come up with a trademark look
for the range as a whole. Then you create slight variations of the trademark design in accordance with flavour. Not only will this make the product range exude confidence on the shelves, it also piggybacks on the human tendency to collect
things – and therefore encourages the consumer to try every flavour of the bunch.
2. Food packaging calls for graphic design
Most consumers are fully aware that the food they see in magazines and on packaging designs is not exactly what they’re going to get. And the consumers that do give photographs the benefit of the doubt just set themselves up for disappointment
. Needless to say, photography is not the way to go if you want to create a food packaging design that is both attractive and straightforward
. Our advice? Combine transparent packaging
l-o-v-e) with a gorgeous graphic design.
3. Design for the target audience
As self-evident as it may sound, always keep in mind that you’re not designing for yourself but for a specific target audience
. Ask yourself: who is most likely to buy this product? How can my packaging design strike a chord
with them? In the case of Clif energy bars, the packaging designer clearly opted to appeal not to broad audience but to active outdoorsmen and -women. A bold move, but it sure did the trick.
Inspired by speckyboy