Custom Retail Displays

Tips for Designing Product Packaging

  • When it comes to investing in custom packaging for your product or brand, it can either be an exciting design process or something that can cause serious stress. Packaging should be attractive and practical. Simply put, packaging can make or break your bottom line. 

    It doesn’t matter if you’re launching a new brand or updating what you currently have, packaging design is the most important consideration in the process. Not only does the packaging have to protect and help transport your products, but it’s also an important tool to help build your brand and support your overall marketing strategy. Ask (and answer) these questions.


    Where is my product sold?

    Think about the different ways your product will be sold and the types of brick-and-mortar stores it will be carried in as inventory. Think about this as you prioritize design elements — this should include things like balancing protection with aesthetics depending on your answer. For example, if the product is sold online and needs to be shipped, packaging should be lightweight and easy to pack in order to save time and money. In-store shoppers, on the other hand, need a design that catches their eye. 


    What products are being packaged?

    Large items need simple, streamlined boxes while fragile products need room for filler to help protect them. Don’t make the mistake of designing packaging without considering the product, or even the line of products it belongs to. You want a cohesive look across your catalog of inventory for brand visibility purposes.


    What branding message should my package send?

    Beyond social media or paid advertising, packaging is one of the most effective branding tools you have at your disposal. It needs to be creative, but it also needs to add cohesion to another branding you’ve implemented. Boil your message down to one sentence or a few key phrases and use that to guide your creative design process. 



    Once you’ve answered those questions, build on a foundation of simplicity. This doesn’t mean your packaging has to be boring, but it does mean the information you share on it should be clear, and the visual design shouldn’t distract customers from knowing exactly what you’re selling. That being said, you also need to find a way to stand out from the competition and showcase how your brand is unique. Make your logo visible so shoppers can recognize your brand at the outset, and use thematic design to tie into your marketing.

    Ultimately, your packaging needs to tell a story. Now more than ever, your shoppers look online for information before making a purchase. They’re also sharing their thoughts and pictures of your product and packaging on social media. Make sure your design is something you’d be proud to show off online and off and makes sense when compared to other product packaging you currently have. This is the age of influencers, and your packaging needs to stand out in oversaturated social media feeds.

    Don’t overlook the sustainability of your packaging choices either — especially when it’s intended for large, bulky items. Regardless of your organization’s mission and industry, customers are increasingly interested in brands that make eco-friendly choices, right down to their packaging. “Greening” your design can mean using recyclable materials or creating something that can be reused or repurposed to complement the product.



    To make all of this work as a successful packaging design process, you need to work with experienced partners that have experience and expertise to turn your vision into a reality. 

    Custom cardboard packaging must be perfectly designed, sized, and executed, using strength, design, color, and typography to your advantage. Custom boxes not only make it easier to package your product attractively for the customer, but they also give your brand attention as they move through the shipping process. And when the box is attractive and functional, the consumer may even keep it to use for other purposes.

    Butler MSI provides custom concept work, design, printing, and construction second-to-none. Our designs focus, first and foremost, on structural integrity and aesthetic appeal. We work with you every step of the way, and you receive a full-color prototype before production. When we do our work right, everything lines up to help you sell your product. 

    We pride ourselves on superlative customer service and relentless attention to detail. Our fulfillment department has the capacity and employee expertise to efficiently move your product from production to final shipment. Talk to us about your custom packaging needs; let us partner with you on this critical aspect of your marketing. Click here for an information request form.