What we talk about when we talk about packaging design

Packaging design, what it is and what it's used for: a definition.
All you need to know about packaging design: what it is, how many types there are and in which sectors it's used.
In its typical usage, packaging encompasses aspects beyond the wrapping and includes production processes and aesthetic factors.
The sensoriality of packaging is fundamental, especially in specific sectors such as Luxury, Beauty and Food & Beverage. Failure to take this into account can make the difference between a product that works and one that won't go far. So while the primary functions of packaging are to contain, preserve, protect (both the product and the consumer), and transport, the functions of information and sales should not be overlooked. This requires the development of a strategy: packaging is a real communication project that must reflect the company's personality and ensure that the product is associated with the brand through fonts, colours and images; it must say what it contains honestly and truthfully; it must be able to provide information quickly and effectively; it must be reliable in terms of materials and production technology; it must respect a balance between its purpose and its cost and must be consistent with the company's values, especially when it comes to innovation and green because anyone who cares about the environment must use recycled and/or recyclable and/or low environmental impact packaging.

Types of packaging

Yes, but what type of packaging are we talking about? Primary packaging is the packaging that is in direct contact with the product, ready for consumption (e.g. Coke cans and perfume bottles). Secondary packaging contains the primary packaging and may or may not be intended for direct sale (e.g. the Coca-Cola multipack and the case containing the perfume bottle). On the other hand, Tertiary packaging is intended for logistics and does not end up on the shelf. For primary and, in many cases, secondary packaging, good design is about appealing to the end customer.

Packaging sectors

Every market has its packaging. An exhaustive classification has been outlined in the Package Printing White Paper 2017 by ACIMGA - ARGI: for the point of sale, the packaging mainly considered is shoppers, product boxes, POP (Point of Purchase); for the Pharmaceutical sector, blisters, films, cartons, labels; for the Luxury sector, rigid boxes, labels and shoppers; for the Cosmetics sector, cartons, labels and shoppers; for the Food & Beverage sector, flexible packaging, labels, containers, trays; for the Logistics sector, corrugated cardboard and labels.