Packaging
Holds the product for easy distribution, use, protection, etc.
Distribution
easy packing in shipping boxes, won't leave empty spaces
fits on shelves properly, does not fall over and is practical for the space
can easily be stored in someone's own personal space
easy to carry (if the carrying size)
Overall a lot of products need to be held in something in order to be sold or moved, like liquids.
Don't make crazy shaped containers that may seem very cool and fun, but is overall impractical. Fun shapes might make the product stand out more, but the risk of challenging space and its ability to stand against gravity should always be evaluated.
Use
Some products cannot be used unless it is contained within a package. For example perfume, or anything possibly containing any form of pump or spray.
What kind of person is gonna be using or opening this package, base how the product needs to be opened off of the target audience. For example if it needs an easy opening process for elders or kids, or needs to be child-proofed
Does the product need a specified kind of function in order for the user to properly use, apply, etc. with the product. Like with toothpaste one needs to make sure that the tube or container can be squeezed in order to get all the paste.
Protection
Does the product need to be secured a certain way, as to not break during shipping or movement? Extra cushion or cardboard, tight squeeze, or loose.
Does the product need to have any safe guards against children, or pets.
Does the product need to be sealed a certain way in order to keep it fresh, clean, or hydrated.
Some snacks come with resealable parts in order for the package to continuously stay in use while also preserving what's inside. Also most bathroom/cosmetic products come a closing function in order for stuff not to dry out, or spill everywhere. Additionally glass bottles or delicate things, when shipped or sold in bundles, need more protection against movement and being dropped.
Eco-Friendly packaging
In order to become more sustainable for the future, and learning the impact that their packaging has on the enviroment, many companies have been focusing on reducing waste, or creating packing that can be better recycled, composted, or even reusable. Many consumers during this new time even look for or are more interested in buying from companies that are enviromentally friendly, or trying to be.
Examples from http://www.ambalaj.se/
The Shell Works transforms the shells of seafood into a paper-like material that could act as a sustainable alternative to single-use plastics. Four designers from the Royal College of Art and Imperial College have developed a series of machines that turn seafood waste into a biodegradable and recyclable bioplastic. The material consists of a mixture of vinegar and a biopolymer called chitin – a fibrous substance that makes up the exoskeleton of crustaceans and the cell walls of fungi. The material has been used to make anti-bacterial blister packaging, food-safe carrier bags and self-fertilising plant pots.
PulPac is the world’s first patented method that can replace single use plastic at a lower cost on a global scale. The material, renewable, recyclable and biodegradable generic pulp from cellulose, makes it sustainable. A PulPac product can be cellulose only, which will dissolve in water within minutes. It can also be modified to hold moisture or liquids or to be strong and protect heavy and complex products. The main principle however, is to design for purpose. A PulPac product should last its use and then break down, regardless of where it ends up.
Designed by Scandinavian branding & design agency Bold. The smart and sustainable New Nordic by SAS Cube has been transformed with a design that minimises the use of oil-based plastic, saving up to 51 tons of plastic per year. The former inside plastic container has been replaced by an FSC-approved paper with a plastic coating and a plastic lid made from organic plant-based plastic. Not only that, the lightweight packaging will lessen the onboard mass balancing the carbon impact; an important contributing factor to sustainable travel.
“For the packaging design concept, we’ve taken the proud wordmark as a starting point: by zooming in on typographic details, we create intriguing crops that can be applied to the packaging. These crops can be recombined in many surprising ways, just like the food ingredients chefs have selected for the onboard menus. The design elements developed for SAS are inspired by how chefs work with food. Choosing the best parts of each raw material and allowing them to interact. The packaging material used is natural craft paper, with embossed stamps that signify different dishes and graphic shapes to distinguish menu items and condiments.”
Also other companies I have noticed in stores that started trying more enviromentally friendly packing and products is Dove. Dove has started doing either more compostable or recycled containers or bottles for their hair products and deodorant. Or creating a reusable deodorant container.
Target Audiences
Each product sold has a targeted audience in mind for who may purchase it. With that in mind, the design of the product greatly resembles who is gonna be looking at it on a shelf or wherever. For example one might make children snacks, brighter, bolder, more fun and explosive to catch the attention of a child while at the grocery store with their parents. Then by getting their attention the child will then either want, or ask their parent for that product.
In the one long website article thing (https://richardshear.wordpress.com/page/2/), one of the first things mentioned was a redesign of Johnson and Johnson baby shampoo. The author tears the designer apart saying that cute illustrations of sorts can not become the crutch or a very good use of branding. He explains how the making it look cute and baby will not really effect the brands ability to sell a baby product, because it is the parent buying it and not the baby. Overall I did not see too much of a problem with having illustrations if its a simple one that can be effectively used across multiple projects. I think fun lil illustrations that were shown on the new bottle work really well for holiday special versions of things because normally there is more decorative elements added on.
For beauty products normally a sleek, bold and minimal design might be used when the target audience is towards a more basic and simple cosmetic brand. While louder printed and colorful products are more targeted towards youthful, bold, and colorful people who want themselves to stand out more with their makeup.
In the above photos, there are three different makeup brands, Jeffrey Star, Fenty Beauty, and Rare Beauty. The Jeffrey Makeup, compared to Fenty and Rare, have completely different personaitlities and feels. Rare Beauty and Fenty have a minimal, elegant, natural, simple designs, with added elements to make them stand out or stack/have different purposes. These design choices targets towards people with 'basic' and elegant needs. Might draw in the attention of makeup people who prefer more natural toned looks, instead of too many bright colors. While the Jeffrey makeup packaging is very bright, bold, and sparkly to suggests its audience who like loud, vibrant, and very bold makeup. Two different makeup personalities, for different types of makeup wearers or occasions.
Inspiration
The to-go boxes for the donuts and the carriers for the coffee are innovative and bold. There's something about the vivid blue and bubblegum pink that makes you feel content and inspired enough to consume a sprinkle-covered donut. Not to mention the funky logo that is full of motion, movement, and pure spunk.
Jugos Del Valle, part of The Coca-Cola Company's LatinCenter family of brands, has refreshed its label and visual identity system. The fruits depicted on the label create a delightful visual that taps right into the flavors found within the bottle.
The new bottles are adorned with a sleek black bottle cap that ties in beautifully with the bold black logo located in the center of each label. Compared to the previous bottle, the branding refresh is light, fresh, and pure, just as you'd imagine a perfectly squeezed juice to be.
These healthy and convenient snacks are the perfect way to infuse a little joy into your average day. Pearlfisher has redesigned the brand to make the packaging match these feelings. The pouches are bright, happy, and striking. With different colors to match the multiple flavors, the green packaging goes with the Mango Habanero, and the orange is for the Vindaloo. The packaging is also covered in witty copy that explores how you can have healthy snacks filled with flavor even when you don't have a lot of time.
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