When you start designing for a product or package, you need to think about the four ‘P’s of Branding – product, place, price and promotion.  An integral part of any branding / marketing plan, these four ‘P’s’ have specific implications for your product design.

You need to have a clear understanding of your potential business, its different elements, who your ‘typical’ customer will be, as well as the level of service or standards you intend to provide.  It helps to identify your unique selling point to help you stand out from your competitors.

Some of the most important principles of these include:

How you want your product to be used?


Before you start designing the packaging for any product, you need to have an idea of how it’s going to be used. For instance, if you are making a soft drink that would be targeted to people who work out a lot, your design would need to keep this in mind. Ideally, such a design would have to be such that the bottle used for the soft drink is portable enough. You might also have to think about the fact that some people get very sweaty hands when they start working out. As a result, you might need to design the bottle in such a manner that it has enough grip for them to use it with ease. These are little details that most people might omit, but which will end up appealing to your target demographic.

Environmental concerns

When doing product packaging, you also need to consider the environment and how the materials will be used. By using biodegradable materials, post consumer paper products, molded and injected paper pulp, less packaging and less waste. Be conscience of developing a package that looks good but also is not overly using materials to make the product look bigger.

One of the concerns that many business people have is the fact that such packaging is expensive. However, you can use the fact that it’s biodegradable as one of the main reasons to convince people to buy that product over what the competitors are selling.

The other way to make your product more eco friendly is by creating a package that can be reused. For instance, if you are going to sell bottles of juice, you can design the packaging to be used for other things once the juice is finished, like a pencil holder. If the design is really cool and something people would like to keep, then your brand stays in front of your consumer. You could also design a package that has instructions on how to convert the package into cool things.

The practicality of it all

Another issue when designing a package is how the product will be used and is it practical. A good example of this is soap packaging, how about making the package turn into a soap dish, that is biodegradable. Then when the soap runs out, so does the packaging and it can be composted. Or how about a jam jar, having a larger opening, made of glass and a well designed lid, would get the consumer to keep the jar after using the product and remember your brand every time they go to use the container. This can be applied for all types of packaging. You only need to think about the nature of the product you are selling, and the characteristics that the packaging needs to have in order to make it easier to use.

The legal regulations

One aspect of packaging design that is easy to overlook is the legal part of it. You need to remember that in many parts of the world, there are many regulations regarding how such packaging should be made. This is especially so for more sensitive types of packaging, such as those that are likely to be used to package foods for human consumption.

To this end, you should always try to find out what rules you need to adhere to before you do the packaging. This information is freely available, and you only need to consult the relevant design company in your country to get the data you need.

Current trends

What are other vendors doing to package their goods better? How can you improve on this to ensure that you have an edge over what they have? Taking this into consideration will also go a long way in reducing the risk of ending up with an outdated type of packaging.

As you can see, there is a lot that will affect the nature of packaging of any goods you are interested in providing. To this end, you should always take enough time to think things through and to ensure that you get all the above exactly right. Not only will you save money, but you are also likely to have a more successful business as well.