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Product Packaging Design Guide


So, what is product packaging? Product packaging design refers to the creation of the exterior of a product. That includes choices in material and form as well as graphics, colours and fonts that are used on wrapping, a carton, a label, pharmaceuticals, or any kind of container.

Packaging design is practical, but also more than that. Like any good design, packaging tells a story. It’s also a sensual experience, literally engaging us through sight, touch, and sound (and possibly smell and taste, depending on the product/package). All these details help us understand what the enclosed product is for, how it should be used, who should use it and, maybe most importantly, if we should buy a product or not.

Our brief Product Packaging Design Guide will help look at how to get your packaging to tell the story you want. We have full-time in-house designers at Label Craft at our Dundrum factory if you wish to avail of our digital design services.

At Label Craft we work with clients and brands across Ireland, UK and Europe. Let’s look at a practical approach to a product packaging guide:

  1. What is the product?

Not a trick question; this should be an easy one. What are you selling? How big is it? What materials is it made of? Is it delicate?

This question is going to help you determine if there are any logistical musts for your product packaging. For example, a delicate product will require more secure packaging. Something that is large or with odd dimensions, on the other hand, may require a custom packaging solution instead of an out-of-the-box box. At Label Craft we manufacture cartons, labels and patient information leaflets in house at our Dundrum factory.


  1. Who’s buying the product?

Is the product supposed to be used by men, women or both? Is it for children or adults? Is it geared towards people who are environmentally conscious? To those on a budget or with lots of disposable income?

A product’s packaging should appeal to its ideal consumer; it’s important to know who that consumer is before you start the design process. Products for older adults may need larger text. Alternatively, items geared towards an affluent customer will need to consider materials that create a feeling of luxury.

  1. How are people buying the product?

Are they purchasing it in a supermarket? A small boutique? A pharmacy? Online?

You may want to think about packaging or label design differently if the product is going to be sold online and shipped than if it’s going to need to stand out from the competition on a big-box store shelf. Items that will be sold online probably shouldn’t have a lot of extra space that could cause the product to rattle around, or the carton to bend. And those that will be on a boutique shelf will need to catch the eye of a buyer surrounded by similar items and ultimately competitors.


Like to talk about your brand further? Talk to our sales department at






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