How to design your

product
packaging
the ultimate guide
Bottle Design
by Emir Alicic
How to design your product packaging:
the ultimate guide
—
Before you start your packaging design .................................................................................................... 2

The packaging design process in 7 steps . . ............................................................................................. 6

1. Understand packaging layers ............................................................................................................................... 6

2. Choose the right type of packaging ....................................................................................................... 8
3. Line up your printer ................................................................................................................................................................ 11
4. Create your information architecture ............................................................................................. 12
5. Evaluate your packaging design .................................................................................................................. 13
6. Collect feedback ..................................................................................................................................................................... 15
7. Get the right files from your designer . . ............................................................................................. 16

Packaging design glossary ............................................................................................................................................. 17

The final checklist ....................................................................................................................................................................... 19

Ready for your perfect packaging? . . ............................................................................................................ 20

How to design your
product packaging:
the ultimate guide
—
Packaging keeps the world organized. Whether it’s a packet for
your M&Ms, a hamper for your dirty laundry or the bottle that
holds the delicious liquid particles of your absolute favorite beer
together, the things we put things in are important!

So what is product packaging? It’s a practical tool, yes. (I

mean, how else are you going to effectively get beer into
your mouth?) But it’s also more than that. Like any piece
of 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 of 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.

In this Ultimate Guide to Product Packaging Design we look

at how to get your packaging to tell the story you want.

99designs | How to design your product packaging: the ultimate guide 1

Before you start your 2. Who’s buying the product?

packaging design 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
more luxurious tastes?

A product’s packaging should appeal to its ideal consumer;

3 crucial questions
it’s important to know who that consumer is before you
There are three questions you must have the answer to start the design process. Products for older adults may need
before you start designing the packaging for a product: larger text. Alternatively, items geared towards an affluent
customer will need to consider materials that create a feeling
•• What is the product?
of luxury.
•• Who’s buying the product?
•• How are people buying the product?
3. How are people buying the product?
Let’s look at these a little bit more in depth:
Are they purchasing it in a supermarket? A small
boutique? Online?
1. What is the product?
You’re going to want to think about packaging differently if
Not a trick question; this should be an easy one. What are
the product is going to be sold online and shipped than if it’s
you selling? How big is it? What materials is it made of? Is
going to need to stand out from the competition on a big-box
it delicate?
store shelf. Items that will be sold online probably shouldn’t
This question is going to help you determine if there are any have a lot of extra space that could cause the product to
logistical musts for your product packaging. For example, rattle around, or the packaging to bend or warp in transit.
a delicate product will require more secure packaging. And those that will be on a boutique shelf will need to catch
Something that is large or with odd dimensions, on the other the eye of a buyer surrounded by loads of other products
hand, may require a custom packaging solution instead of with equally well-thought-out and aesthetically pleasing
something out-of-the-box. packaging.

99designs | How to design your product packaging: the ultimate guide 2

 Information you need to collect

Brand requirements

Sometimes a product is stand alone, and in other cases it’s

representing an established brand. If your packaging needs
to represent a certain brand aesthetic, make sure you’ve
gathered the following information before you start:

•• Colors. If you already have the CMYK values or Pantone

Matching Values (PMS) colors include those as they’re
specifically for printing. (If not, a hex code is fine, too.)
•• Fonts. Make sure you have the proper fonts and any
specific usage instructions (like kerning or weight).

by Martis Lupus

Got your answers? Good. These will guide you in making all
of the other (many) decisions that you’ll have to make in the
packaging design process.

Still pondering these questions? You’re probably not ready

to start the packaging design process just yet. That’s okay! •• Logo. If you need to put a logo on the package, make sure
It’s better to take your time and get it right than jump you have a vector file available, and make sure that it
in too soon. scales well on the intended printing dimensions.

99designs | How to design your product packaging: the ultimate guide 3

Content that needs to go on the packaging
Your copy (or text) is going to be pretty unique to your
specific product, but you’ll want to make sure you have it all
sorted out before you start designing. Note that depending
on your industry, there may be some things you’re required to
put on your packaging for legal reasons.

You may need:

•• Written copy. This can include anything from the

name of your product, a description, list of contents, or
advertising content.

•• Imagery. Want to put photos on your packaging? You’ll

need to have those ready to go before you start the design
process (and the rights to use them commercially).

•• Required marks. Depending on your product and industry,

you may be required to include a barcode, nutrition
information, association marks, etc.

•• Know what temporary content you need. Some products—

like foods or cosmetics—have additional information
that needs to be put on different batches of products by Martis Lupus
(expiration dates or batch numbers). You probably don’t
want to print this directly onto your packaging as it will be
changing regularly, but you’ll want to make sure you save
space for a sticker or stamp to be placed at a later date
with that information.

99designs | How to design your product packaging: the ultimate guide 4

Style likes and dislikes Budget
It’s a good idea to have done some style research before you Packaging design budgets break down into two categories:
start the design process. Start collecting packaging that you
1. One-time costs
like. Take photos when you’re at the store. Create a Pinterest
2. Per-item costs
board. Check relevant hashtags on Instagram.
One-time costs include things like paying for the original
Remember, style inspiration isn’t always as simple as saving
design work, purchasing a stamp (if you’re going the DIY
things that you like, visually. Maybe you love the color of a
route), print plate setup (for large, offset print runs.) You pay
specific shirt, or the print of your aunt’s curtains, or the font
for these up front, and usually only once (unless you change
on a sandwich shop sign. One thing to remember, though, is
your design).
that you’re not necessarily curating design ideas for yourself,
but for that ideal customer. You may love shabby, vintage Per-item costs are generally for materials and labor. Each
chic, but if you’re selling baby motorcycle jackets to badass box will cost a certain amount, as will the tissue paper you
biker moms, that’s probably not the best style for your stuff it with and the tape you use to seal it. And you either
packaging. have to pay someone to put your product into the box, or do
it yourself.
Another thing to start thinking about when you’re embarking
on your style journey is materials. You don’t have to make You’ll want to have a ballpark idea of how much you’d like to
any decisions right now, but you’ll want to start noting the spend before you start the design process. Keep in mind that
different options. cheaper isn’t always better; paying a little bit more for your
materials could up your presentation (and your selling price)
and help you stand out from the competition.

99designs | How to design your product packaging: the ultimate guide 5

The packaging design
process in 7 steps
—

Once you’ve gathered all of this information, it’s finally time

for the fun part: the design process! Remember how you want
your packaging design to tell a story? The choices you make
by barzco via Lumi
throughout the design process are what’s going to help you tell
that story.

1. Understand packaging layers

There are three “layers” of product packaging: outer
packaging, inner packaging and product packaging. Your
product may need one or all three of these.

Inner packaging is what keeps your product nestled safely

within the outer packaging. This might be packing peanuts
or tissue paper that keeps something from getting jostled
around or scuffed. Or it might be a sealed bag that acts to
preserve freshness.

Outer packaging is the first thing a customer is going to

see. It’s what protects your product from the elements. This
could include the box that the product is shipped in or the
shopping bag the item is placed in at the store.
by Cacau Quente for patrick Bm

99designs | How to design your product packaging: the ultimate guide 6

 by [Link] for [Link] by febriana

Product packaging is what most people think of when

they think of packaging: it’s the box the toy comes in, the
bottle with a label, the tag on a garment, the wrapper of a
candy bar.

Each one of these layers of packaging gives you a chance to by Imee008 for 6DT
tell a part of your story.

99designs | How to design your product packaging: the ultimate guide 7

2. Choose the right type of packaging
There are many different types of packaging available for
Bottle design
your product: by Emir Alicic

Square box design Non-square box design by Bag design

Cup design by exsenz
by tequillica Zoe Shtorm for Jphepp by RUDI STUDIO
for [Link]

Tube design by Sasha999 Label design Packet design Tube design by

for edmundob by Adriana Montoza by gregdo Danny Design Studio

99designs | How to design your product packaging: the ultimate guide 8

 via WILX via David Aaker

Choosing between a box and a bottle may sometimes be

a no-brainer. But sometimes it’s not. Here are a couple of
things you need to think about when selecting the right type
of packaging for your product:

The product

Everything always comes back to this! If you are selling

something liquid, that’s going to limit your options. (Though
don’t let this stifle your creativity! Look at Capri Sun: they
turned the juice-box industry on its head by creating a
juice-sachet. Or Go-Gurt, which took yogurt from a spoon-
required snack to one you could suck out of a packet.)

99designs | How to design a business card: the ultimate guide 9

The competition

Does everyone else put their soup in a can? You’re going

to want to think really hard about putting your soup in
something else. On one hand, it will make you stand out,
which could help set you apart. On the other, consumers are
used to cans of soups, and grocery stores are set up to stock
cans in their soup section, which may mean your box of soup
is fighting an uphill battle.

The budget

You may have an awesome idea on how you’re going to

sell your astrology charms in a star-shaped box. But if your
budget is $0.50 per piece, that’s probably not going to be
possible. Remember to always keep the ideal customer in
mind: if your charms are going to sell for $12 each, a simple,
inexpensive box is probably your best bet. But if they’re
hand-crafted, gold keepsakes that you are selling for $100,
you may be better served to up your budget and go for that
luxury star-shaped box. A custom-shaped bottle is going to be much more expensive than a stan-
dard bottle. By cabinet for Bryson Ishii

99designs | How to design your product packaging: the ultimate guide 10

3. Line up your printer
Printing is not something you’re going to do until after the
design is complete. But you should think about it way before
you get to that stage! Not only is connecting with a printer
going to ensure you’re solid on the costs of printing, but
they’ll be able to give you specific information that can help
your designer prepare files.

A couple things you’ll want to ask about:

•• Dielines. If you’re going with a standard-sized box or label,

printers should be able to provide dieline templates that
can be shared with a designer.
via Packaging & Dielines
•• File-format requirements. Your printer will need a vector
file. Does it need to be a layered file? Should you include
cut-lines or not? Your designer should supply a print-ready
•• Color options. Some printers are going to be able to
file (usually an Adobe Illustrator (.ai), Photoshop (.psd),
color-match to any Pantone color. Others (especially
PDF or EPS). You may not be able to open these files if you
less-expensive options) are going to have a limited color
don’t have the right software, but your printer will be able
palette for you to work with.
to. The designer will also supply visual mockups in a PNG
or JPG format (which everyone can open). Make sure you •• Digital vs offset printing. Which type does your printer
understand which file types are what so you can supply use? If they do offset, what is the minimum order number?
them to the right people. How do the costs scale?

99designs | How to design your product packaging: the ultimate guide 11

4. Create your information architecture shopper looks at your packaging they’re probably only going
to remember one thing. What do you want that to be?
Think back to those 3 questions, specifically who’s buying
your product and where are they finding it. You’re going Pick the one most critically important thing you want
to use that to create the information architecture for customers to know about your product. That should be the
your package. centerpiece of your design.

You may have beautiful photos of your product in action, a You can then add 2-3 things you want to emphasize once
brilliant testimonial from a customer, a witty tagline that they’ve picked up your product (or clicked on your link) that
explains how you’re awesome, and a great graphic showing will close the deal. Let’s look at some examples:
customers how to use your product—however when a

Lelini’s brand name is the most important thing, The most important thing for the consumer to Look at that photo… hungry yet? You know
followed by a tagline that tells buyers what the know about these tomatoes is that they’re or- exactly what comes in this packet. And
product will do for them. By Mizazney for fabmol ganic. The photo then explains how their pre- a second glance tells you how easy it is
pared. By [Link] for Michael AFF to prepare. By [Link] for ricard S

99designs | How to design your product packaging: the ultimate guide 12

5. Evaluate your packaging design 2. Is the packaging an honest representation
of your product?
You’ve got some great design ideas! Now it’s time to give
some feedback. Here are a few things you’re going to want to One of the worst things you can do is misrepresent your
think about: product in your packaging. Make sure any photos on the
packaging are actually photos of the product. Of course you
1. Is it clear what your product is? can and should put your best face forward, but if you show a
picture of muffins filled with raisins and there’s actually only
When you look at the package, is it clear what the product
1 raisin in each of your muffins, a customer is going to feel
does and who it’s for? Buyers are only going to spend money
cheated (and probably won’t buy from you again).
on things they understand.

Make sure your packaging doesn’t look like something else

(unless it’s very intentional). You definitely don’t want to
confuse your consumer.

The packaging on this product is

clearly misleading. Where are the
rest of the raisins?
Via [Link]

Mmmm… looks like some delicious fruit soda. Except it’s not.
It’s a cleaning product. It’s important to ensure that your product packag-
ing not tell the wrong story. Via Acosta Design.

99designs | How to design your product packaging: the ultimate guide 13

3. What will this package look like in 3D?

A good designer should provide a mockup of your design

both print-ready (flat) and in 3-dimensions. You can also
create your own mock-ups by printing something out on
white paper and constructing it into a box or tube. This will
help you notice things you wouldn’t otherwise. Sometimes an
image will look great when flat, but terrible when constructed
(or vice versa). Make sure you understand the difference.

4. What will this package look like in stores?

via Trending Packaging
Shelf-impact is very important for products that are sold in-
stores. You’ll want to consider:
5. Is this design versatile?
•• How much of the packaging will be visible? When
You may only have one flavor of Aunt Miranda’s Famous
products are lined up next to each other, you can usually
Hot Sauce at the moment, but in the future you might want
only see one-face. Make sure your most-important info is
to create Aunt Kelsey’s Infamous Buffalo Sauce and Aunt
front and center.
Sasha’s Secret Caesar Dip. Is your design going to be easily
•• What will it look like when these products are stacked
modified to accommodate new variations of your product?
next to and on top of each other? Is there a pattern that’s
created? Do you want there to be?
•• What will this look like compared to the competition? Go
to one or more stores where your product will be sold and
figure out where your product would be placed. Are most
products one color? How will you make yours stand out
and get noticed?

99designs | How to design your product packaging: the ultimate guide 14

 6. Collect feedback
Before you 100% decide on your packaging design, make
sure to run it by both key stakeholders and people who have
never heard of or used your product.

Even if it’s just your neighbor across the street, people not
closely associated with your product will notice things you
never did. Consider asking them:

by [Link] for Louisville Vegan Jerky Co •• What does this product do?
•• Who is supposed to buy this product?
•• What is the one key message you get when you look at
6. Is your packaging reusable?
this packaging?
This may not be important for every product, but you may
Their answers to these questions will help you determine
want to consider if your packaging can be reused (and if you
if the packaging is communicating what you want it to. If
want it to be)! For example, can your bag be repurposed into
it’s not, go back to your designer and figure out what you
a grocery tote? Free marketing! If you sell gardening gloves,
can change.
can your box be reconfigured into a planter? That’s clever
and functional!

99designs | How to design your product packaging: the ultimate guide 15

7. Get the right files from your designer
You’ve decided on your packaging design. High five!

Now go back to that information you got from your printer

and check to make sure you have the right files. You
probably need:

•• Packaging dielines in vector format. This will probably be

an Adobe Illustrator (.ai), .pdf, or .eps file. You will need
one for each variation of your packaging you are creating.
(So, if you have 3 flavors, you need 3 dielines.)

•• Color codes. If your printer does custom colors, make

sure you have the Pantone or CMYK color codes so that
everything turns out looking like you want.

99designs | How to design your product packaging: the ultimate guide 16

Packaging design glossary
—
Whatzzat mean? Here’s a quick guide to some common Canister — A round or cylindrical container, typically made
packaging design terms: of metal, and used for storing things like food and chemicals.

Adobe Illustrator (AI) file — Adobe Illustrator is a design CMYK — Stands for cyan (blue), magenta (red), yellow and
program used to create vector images (which you will need key (black). These are the four colors used in printing. Each
for printing). Files created in this program have .ai as their color has a CYMK code that a printer will use to help color
file extension. You will need Adobe Illustrator to open these match between your design and the finished package.
files. (If you don’t have it, that’s okay! Your printer will.)
Dielines —The flattened pattern of your product packaging.
Barcodes (UPC and EAN) — Barcodes are those groups of Designers and printers use them to create the proper layout
lines on any package. They have machine-readable data on for a package.
them that stores information about the product, including price.
EPS — Stands for encapsulated postscript. This is a file
There are several different types of barcodes, including UPC
extension for vector-based images. They can generally only
(Universal Product Code)—the predominant barcode in North
be opened in specialized graphic design programs.
America—and the EAN (International Article Number (it was
originally “European,” hence the E)—a global barcode. You may Digital printing — A modern printing method whereby
wish to apply for these before you get your packaging designed. information about the file is sent to a printer digitally and
each piece of packaging is run individually through that
Bleed — In printing, you use a bleed when your design goes
printer. Digital printing is great for small-runs and short
to the edge of your paper (or box, or wrapper). In this case,
turn around times. Often times, the more traditional offset
designers will actually add a little extra design to the edges
printing is more affordable for larger print runs.
(the “bleed”) so that when the design is printed and cut to
the right size there’s some room for error if the cuts are a few
millimeters off.

99designs | How to design your product packaging: the ultimate guide 17

Offset printing — A printing technique whereby plates
of your design are created in four colors (CMYK). These
plates are then run through a large, industrial printer. Offset
printing has high setup costs (i.e. the plates need to be
created), but in large volumes (usually over 1,000 or so
pieces) it is more economical.

Pantone — Pantone is a company that created the Pantone

Matching System (PMS). The PMS is a catalogue of
standardized printing colors. Each color has an assigned
number and can be reproduced nearly identically by
any printer.

PDF — Stands for portable document format. It’s a versatile

file format that be either a vector or raster (you want vector
for packaging!) and supports both images and text. PDFs can
be opened on nearly any computer.

Raster file type — Raster images are made up of thousands

of tiny dots (pixels). As such, they are difficult to resize.

RGB — Stands for red, green and blue, the three primary
colors (that can be combined to create all other colors) in
light, and therefore on digital screens. RGB or hex codes
are used to identify colors in digital spaces; they can be
converted into CMYK and Pantone color codes for printing.

Vector file type — Vector images are made up of lines. As

such, they are easy to resize.

99designs | How to design your product packaging: the ultimate guide 18

The final checklist
—

So, you’ve made it to the end of the guide... but are you ready
to design your packaging? Run through this final checklist to
make sure you covered every corner.

Before the design: After the design:

…… What is the product and are there any logistical musts …… Is it clear what your product is?
for your product packaging? …… Is the packaging an honest representation of
…… Who’s buying the product? your product?
…… How are people buying the product? …… Does the packaging tell the right (brand) story?
…… What are your brand requirements (colours, fonts, logo)? …… What will this package look like in 3D?
…… What content needs to go on the packaging (copy, …… What will this package look like in stores?
images, required marks)? …… Is the design versatile?
…… What style and material do you have in mind? …… Is your packaging reusable?
…… What is the centerpiece of your design? …… Did you collect feedback from stakeholders and
…… What’s your budget? other people?
…… How many packaging layers do you need? …… Do you have the proper deliverables in vector format?
…… What type of packaging matches your product? …… Do you have all color codes the printer needs?
…… Have you talked about options and requirements with
your printer?

99designs | How to design your product packaging: the ultimate guide 19

Ready for your perfect
packaging?
—

Are you ready to get started creating your perfect

product packaging? Start a product packaging contest
and work with dozens of talented designers!

Get your product

packaging design

99designs | How to design your product packaging: the ultimate guide 20