Three connected challenges
Food packaging needs to stand out, communicate the appeal of the product and provide clearly organised label information. These priorities should be considered together, from the first concept to production.
Stand out on the shelf
Start with the channel and the products that will sit beside yours. Strong colour blocks and a clear layout help recognition at a distance. Balance familiar category cues with distinctive brand elements. Give the brand, product name, benefit and pack size a clear hierarchy, and assess the whole range together.
Make the product appealing
Choose photography, illustration or graphics that fit the brand and product. Colour should support positioning. Make key benefits easy to understand, while leaving enough space for the design to breathe. Dairy packaging, for example, must remain recognisable within its category while standing apart in a crowded chiller.
Plan label review before production
Coordinate with the client’s quality and production teams on product information, ingredients, nutrition, dates, storage details, manufacturer information, barcodes and permitted certification marks. Claims such as low sugar or high calcium require appropriate review. Reserve time for a dedicated label check before approving artwork.
Consider the experience after purchase
Opening, resealing, portion size, portability and material choices all shape the experience. The packaging structure should follow the intended occasion, whether an individual snack, an office lunch or a sharing pack.
English editorial edition, condensed from the original article.Read the full Chinese article ↗
