In today's competitive marketplace, where countless products vie for consumers' attention, it is essential to create packaging that not only protects the product but also captures the consumers' interest.


Thoughtful design choices can enhance brand perception, increase sales, and contribute to sustainability efforts. Here's what we consider when it comes to package design:

  • Brand identity and visual impact
  • Practicality and functionality
  • Sustainability
  • Story telling and emotional appeal
  • Adaptability and innovation

Brand identity and visual impact

Effective packaging design starts with a clear understanding of the brand's identity and target audience. Packaging should align with the brand's overall image and values, establishing a visual connection that resonates with consumers.

Colors, typography, logos, and imagery play a crucial role in creating a unique and memorable packaging design. The visual impact of packaging can create an emotional response and attract attention on crowded shelves. 

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Practicality and functionality

While aesthetics are important, practicality and functionality should never be overlooked. Packaging must fulfill its primary purpose of protecting the product during transit and storage. It should be easy to handle, with considerable thought going into how it opens, and closes. Additionally, considerations about appropriate sizing, material durability, and product visibility should be taken into account. Functionality and practicality not only enhance the user experience but also reduce waste and potential damage.


In recent years, sustainability has become a critical factor in packaging design. Consumers are increasingly conscious of the environmental impact of excessive packaging waste. Designers should strive to create packaging that is environmentally friendly and supports a circular economy. This can be achieved by using recyclable or biodegradable materials, minimizing the amount of packaging used, and opting for sustainable printing methods. Incorporating sustainability into packaging design not only meets consumer expectations but also positions your brand as socially responsible.

Story telling and emotional appeal

Packaging has the power to tell a brand's story and evoke emotions in your consumers. By incorporating storytelling elements into packaging design, such as compelling visuals, taglines, or product descriptions, brands can create a deeper connection with their target audience. Whether it's through showcasing the product's origin, highlighting a unique feature, or conveying a brand's values, storytelling adds a personal touch and can make a lasting impression.

"With packaging, sometimes you have to think outside the box to bring life to what's inside the box. Creating a design and forming a structure that is not only highly functional but an interactive experience can help move your brand past words and into feelings," says Chris Boyle, Production Director for Creative Services at Cober Solutions.

Adaptability and innovation

Packaging design should be adaptable to changing market trends and consumer preferences. Designers need to consider the potential for product line extensions, new variations, or limited editions. Creating modular packaging systems that allow for easy updates and customization can help brands stay relevant and keep their packaging design fresh. Innovation in packaging can also differentiate a product from competitors and generate excitement among consumers.

Effective packaging design goes beyond aesthetics, incorporating considerations of brand identity, functionality, sustainability, storytelling, and adaptability. By carefully balancing these elements, brands can create packaging that not only catches the eye but also reflects their values and resonates with consumers. In an era where sustainability and consumer experience are paramount, packaging design becomes a powerful tool for increasing brand loyalty, driving sales, and contributing to a greener future. Embracing these design considerations will help brands make a lasting impression in the minds of consumers and stand out in a crowded marketplace.

How can Cober help?

At Cober, we can create packaging to enhance product knowledge, build brand awareness and help you achieve product superiority, but we also can help you with your other packaging dielines, gift/presentation boxes and kits that don't live in the retail space. 

We put extra care and thought into the dimensions of the packaging design to account for retail space or contents of the kit so that the maximum amount of products can be displayed (in-store or in box) so you can make the best possible use of the space available for brand power.

Want to talk with us about how Cober can help with your packaging and design? 

Let's start a conversation

Post by Cober Team
Nov 17, 2023 9:50:49 AM