Packaging graphic design and its importance in marketing

The conviction that the first impression is key in the way people perceive an object (even other people) has prompted brands to pay special attention to packaging graphic design for their products. Have you ever wondered what is the first thing you see when buying soap? Surely the package in which it comes wrapped, right? Well, creating attractive packaging is a powerful marketing tool .

Keys to packaging graphic design and how important it is in marketing

That a product has a striking and memorable presentation will have a positive effect on the perception of your potential customers. In fact, this may or may not keep consumers coming back for your product.

In marketing , it is more than proven that the packaging graphic design of a product is extremely important. Read on and you will find out why.

The many functions of a product package

A product package is designed for several purposes. Take a look at some of its uses and functions :

  • Protection: One of the main uses for packages is to protect products. In other words, physically protect the merchandise from damage that may be caused by environmental factors such as humidity, dust, changes in temperature, etc.
  • Convey information: The packaging is a primary resource to inform the customer about the product. Often, like labeling, it is used to share information related to instructions for use and storage, give warnings, or specify ingredients.
  • Convenience: a product must be protected when it is transported, distributed, stored and consumed. Creating good packaging will make the handling process more comfortable and efficient for all parties involved (manufacturers, retailers and consumers).
  • Safety: high-quality packaging also protects products from foreign substances or possible alterations in the product itself.

Packaging as a marketing tool

Effective packages allow brands to attract consumers , but they can also serve as tools that distinguish your product from a variety of options that are also available to consumers.

Good packaging is capable of adding value to a product. Of course, there are some graphic packaging design techniques that can be employed to ensure excellent results. Here we share some keys so that you can create packages that guarantee positive results:

Must capture the attention of customers

A package must generate a reaction of " love at first sight " in consumers. This doesn't mean you have to brag about a loud or shiny design, however it is important that it be unique in some way or another.

Simplicity can sometimes be the element that sets you apart from others. Although there are other factors that allow it to be distinguished from the rest, such as its shape, color combination or texture.

The brand name must be clear and legible

It is vitally important that your product packaging draws more attention to your brand than to the name of the product . Customers typically don't buy a product if they don't know who they're buying from, so clearly displaying your brand name or logo design is a good marketing strategy to have a lasting effect on consumers.

If you sell cookies, it is not necessary to emphasize in large letters the product you are selling, but the brand name.

Indicate the benefits of your product

Consuming your product can offer certain benefits to your potential customers. Packaging must also refer to these benefits because it could be the element that drives sales. For example, highlighting on the packaging if the product is organic may be decisive when it comes to selling.

Design with your target audience in mind

Your brand must figure out who the product package is designed for or who it wants to impress . If your target audience is young people, it is recommended that you make a more abstract and modernist design.

Now suppose that your audience is older people, it is best that the design is clear and specific. Making a packaging graphic design for a specific audience is not so simple, but sometimes it is necessary to follow certain criteria.

Environmental considerations to take into account when designing packaging

In this modern era, where it is betting on the development of more environmentally friendly products, there are certain ecological factors that all companies must take into account when designing packaging. In this way, your brand will align with the global need to avoid pollution and preserve the planet.

Let's look at some environmental considerations that your brand should take into account when creating a package for your product:

  • Make sure it is easy to dispose of and display instructions.
  • Avoid using excessive plastic to package the product.
  • Opt for recyclable or reusable materials .


We have shown that the way you display your product is as important as its own performance, even the appearance of the package could determine the success or failure of your sales .

In short, packaging graphic design acts as an attractive element of a product, so it is essential to apply and pay attention to every detail to cause a great impact on consumers.

Comments are closed.