How to design food packaging

For businesses involved in the preparation and sale of food products, this saying holds a good deal of truth and should influence packaging design. However, effective food packaging design is about so much more than just aesthetics. From health and hygiene standards to functionality and brand identity, there is an art to this area of design and marketing. 

In this guide, we outline the importance of food packaging design and its impact on consumer choices. We also provide our top tips for creating packaging that stands out and explain how we can help your business design and manufacture the perfect packaging.
 

Why is food packaging design important?

The primary purpose of food packaging is to contain and protect the product inside. After all, if the packaging is unable to carry out its basic practical functions, the product itself will not be fit for sale. With this in mind, as we will look at later, practicality and functionality should always be at the forefront of food packaging design.

That being said, it’s also important to understand that well-designed packaging can serve as a powerful marketing tool and one that influences consumer perceptions. It should allow brands to communicate their values and personality and ultimately shape potential customers’ initial impressions. Indeed, well-optimised food packaging design should evoke customers’ emotions and trigger cravings, leading to more sales. In a competitive market where numerous choices compete for attention, this is becoming ever more important. 

How does product packaging influence food choices?

Put simply, well-designed food packaging has the ability to grab a consumer's attention and influence their feelings toward your brand. This can ultimately drive them to make a purchase.

Indeed, according to a study published in the US journal Proceedings of the National Academy of Sciences (PNAS), the packaging that food products come in can actually dictate an individual’s behaviour when they are looking at a shelf. It argues that colour, size, logo, imagery and even font style can all impact where customers look, how long they examine different products, and, ultimately, which food they choose to buy. 

Aside from aesthetics, packaging also has the ability to convey any crucial information about the product that could act as a unique selling point (USP) . Displaying information such as its ingredients, nutritional value, and unique features in a clear and concise way can all boost trust and transparency, which also plays a big role in consumer decision-making.

Finally, packaging design can also tap into the psychology of different types of consumers. For example, if your food brand is looking to target environmentally conscious customers, clearly sustainable packaging will likely give your brand an advantage. Similarly, if you’re a premium food brand, the use of luxury, expensive-looking packaging could be the difference between a customer choosing your product over a very similar competitor’s.

Four essential food packaging design tips

To help you get your packaging design process started, below we take a look at four key areas to focus on.

1. Think about practicality and functionality

As stressed above, practicality and functionality are paramount when it comes to packaging design. While aesthetics are of course important, the fact is, if your packaging is not able to adequately store and protect the product it is designed for, it may not be fit for sale. This will ultimately cost you money. 

So, at the design stage always ensure that above all else the packaging you design is able to carry out its primary function of protecting the product. This means thinking carefully about the storage and transportation of your food product for both the consumer and retailers selling it, and ensuring the packaging meets health and hygiene standards. After this, think about functionality. This means considering how user-friendly the packaging is. Remember - despite how good your packaging may look, if it is too complicated to use, this will ultimately deter repeat purchases.

2. Create a clear brand identity

Once practicality and functionality is taken care of, it’s time to think about brand identity. If you think of the world’s most famous food and drink brands - Coca-Cola, Kellogg's, Heinz, etc. - they all have one thing in common. Their product packaging is instantly recognisable. Emulating this by incorporating your own brand’s identity prominently on your packaging is an important aspect of packaging design.

To do this, think about continuity. Colours, logos and typography all help to establish strong brand recognition. So, whether you sell one product or a large range of foodstuffs, make sure you’re consistent with these design elements across all of your product packaging. 

3. Opt for sustainable materials

No longer simply a USP, sustainability is now a necessity - especially when it comes to disposable packaging. With customers more conscious than ever before about their environmental impact, the packaging choices you make can massively impact purchasing decisions. Indeed, a recent study commissioned by B2B publication Drapers found that 64% of people are more likely to buy from retailers with sustainable packaging. On top of this, half of those questioned (50%) admitted being willing to pay more for products that make use of  sustainable packaging.

Subsequently, it’s a good idea to opt for eco-friendly materials when designing your food packaging. This should also be seen as a marketing opportunity. If your packaging is sustainable, make sure you are clearly communicating your commitment to sustainability on the label. By doing this, your brand is not only appealing to environmentally conscious consumers, it is also positioning itself as being socially responsible.  

4. Incorporate essential product information

Finally, it's important that your packaging contains all essential product information in a clear and transparent way. Whether you’re selling a food product that legally requires you to list the entire ingredient list, nutritional information and usage instructions, or you’re simply trying to highlight a USP, packaging is a great way to provide consumers with the information they need to make informed decisions.

Remember - transparency builds trust and brand loyalty. With this in mind, think about using clear and legible fonts for all essential information displayed on your packaging, and ensure all legally-required information is easy to find.
 

How can Antalis help? 

Here at Antalis, our packaging experts can provide help and advice on everything from material choice to branding. By following our four essential tips above and partnering with Antalis, your brand can create food packaging that not only stands out but also has the ability to build brand loyalty and really resonate with consumers.

To find out more, browse our site or get in touch with our friendly team today.