How to create truly creative product packaging

Product packaging is an essential part of the product. It not only protects it and allows it to be delivered safely to the customer, but also acts as a marketing channel that can turn a potential customer into a buyer. The choice of packaging material and packaging design should be a strategic and targeted decision that will boost sales and the perception of the product and brand being sold. Even the most ordinary everyday goods can be transformed into a unique product that draws attention to its uniqueness and thus stands out above the rest, thanks to creative packaging.

How to differentiate yourself and design packaging that sells at first glance?

With competition on the rise, it’s more important than ever to create unique product packaging that evokes an immediate emotion in customers and ultimately determines the success of the product. Creating packaging whose design will be reproduced and evolve in the future is a challenge, especially now that the strongest trends in industrial design are pushing the use of biodegradable, eco-friendly packaging materials. The principle behind the success of the best packaging designs is built on a simple idea that has a big impact. Inspiration can come from the purpose of the product itself, or you can take inspiration from unique packaging that already exists.

What packaging design principles can help you create unique and on-trend packaging?

• 1. Use every space

When designing your product packaging, make use of every space the packaging provides. Instead of ignoring the inside of the packaging, add a pattern that also adds aesthetic appeal to the product it wraps.

• 2. Don’t be afraid of simplicity

Simple design combined with recyclable packaging materials is the key to the success of many products that communicate a clear environmental intent. You don’t have to come up with a complex packaging design to make a product appeal to customers. On the contrary, the simplicity of the packaging provides space for the product itself to stand out. Remember that the purpose for which the product was made should be reflected in the choice of material and graphic design of the packaging.

• 3. Be playful – play with the packaging and the customer

Customers buy the products they need and then the products they want because they like them. If there is an opportunity to wrap the product in playful packaging that attracts and entertains the customer, you will encourage their interest in the product.

• 4. Cross boundaries and innovate

If you are selling a product that is produced by many other manufacturers, innovating the packaging materials used is a way to differentiate yourself. Practicality and eco-friendliness are prevailing trends in today’s packaging industry. An excellent example of the combination of innovation and creativity is provided by Bee Bright, a bee honey producer that has gone beyond the conventional track record and put its honey in beeswax packaging that can be turned over and burned like a candle once consumed. Not only does the company thus sell two products in one, but its packaging leaves no waste.

• 5. Communicate brand purpose and direction with packaging

An ecological mindset and the packaging that goes with it is a great way to gain customer sympathy. Promote the perception of your products and think about the target group you want to reach. Packaging represents not only the product, but also the purpose and direction of its brand.

• 6. Reveal what’s inside the packaging

The product is the primary attraction for making sales. However, the packaging is an integral part of it. Use packaging in the same way that filmmakers use movie trailers. Reveal to the customer what’s inside the packaging and lure them in the right direction.

See the packaging through the eyes of the customer and see for yourself if the following packaging appeals to you. Be inspired by the best.

• 1. Packaging with a unique and clear message

Climbing axle packaging. Design.

The use of packaging to embed the product in the environment it is intended for aptly complements its purpose. Not only the shape, but also the graphics of the climbing axle cover, designed by Jan Perháč, appropriately and sensitively complement the product itself and become a natural part of it.

The packaging of the Noté headphones. Design by Corinne Pant

Justifying an investment in packaging that almost immediately ends up in the trash and has no further use is extremely difficult. However, the ability to differentiate and catch the eye is an invaluable marketing tool. Its power in practice can be seen in the poetic yet functional design of Noté’s headphone packaging.

Festina waterproof watch packaging. Design.

There’s no better way to effectively present a product than with packaging to demonstrate one of the product’s key features. Festina’s water-resistant watches were simply left floating in the water by the packaging designers.

• 2. Practical and beautiful packaging at the same time

Flour packaging. Design.

Valérie Kropáčová’s dual-purpose flour wrapper can be used as baking paper after the flour is used up. This packaging follows the trend of practicality, which will be appreciated by more than one customer in the target group.

Packaging of Tesco Finest edition meat products. Design.

When designing product packaging, it is advisable to think about customer awareness, which is crucial especially for food products. Educate the customer as much as possible about the contents of the packaging and try to quell their fears and fulfil their desires. The packaging of Tesco Finest meat products from the Czech studio Fiala&Šebek communicates freshness, luxury and trust to the customer at first glance.

Peanut packaging. Design by Noémie Cotton

Simple and ingenious at the same time. How to know how to pack peanuts? Which are still unshelled and which are? Simply fill in a plain paper compartment and this problem is easily solved.

• 3. Packaging that is unique in its simplicity

Packaging for the Svijany cup and beer. Design.

This minimalist design of a tube packaging is an imaginative gift packaging for a glass and a half-litre beer, which turned into a completely different object, unique in its simplicity.

Packaging for matches. Design.

The combination of natural material, simple design and clean graphics is a powerful trio that, as executed by designer Jakub Klouzek, makes the matchbook cover a fully-fledged birthday gift.

Pasta packaging. Design.

Food art is taking on a new dimension thanks to the packaging industry. Combine product and packaging to create an artistic image that instantly captivates customers.

• 4. Playful and fun packaging that has something extra

Alcohol packaging. Design.

The packaging, which also serves as a treasure hunt map, is a great combination of gift and adventure. The recipient will not only be delighted by the contents of the package, but also by the playful time spent, thanks to the packaging with a great secondary use.

Tea bag packaging. Design.

The Royal Tea took its moniker literally and immersed the entire English royal family in a cup of tea. The Donkey Products studio shows an excellent way to entertain customers with playful packaging.

Wool packaging. Design.

Be playful and try packaging to complete the product. Using details that combine with the packaging to create a whole new image is an excellent way to attract attention to a product that has been packaged the same way for years.