7 Basic Steps to Packaging Design
Let’s be real: if your packaging doesn't turn heads, it won’t get picked up. You could have the best product in the world-but if it looks like it was designed in Microsoft Paint, customers will walk right past it and grab the shiny thing next to it.
Whether you’re launching your first product or giving your current look a glow-up, this guide is here to break packaging design down into bite-sized steps. No jargon. No fluff. Just the basics.
Here’s how to do it, step by step.
1. Know Who You're Talking To
You can’t design packaging for "everyone." That’s designing for no one. A product for everyone is a product for no one. If your packaging doesn’t speak directly to your ideal customer, it won’t speak at all. You’ve got seconds-maybe less-to catch their eye on a busy shelf or Instagram scroll.
Get laser-clear on who you’re selling to. Aussie mums? Gym junkies? Dog dads? Your entire packaging vibe-colours, font, materials-should feel like it was made just for them.
According to Shopify, understanding your target audience is crucial. Tailoring your packaging to resonate with your specific customer segment can significantly enhance brand recognition and loyalty.
2. Define Your Brand Personality
If your brand voice is all over the place, your packaging will be too. And that’s confusing. Confused shoppers don’t buy-they scroll on.
Pick 3 words that define your brand. Fun. Local. Eco-conscious? Or maybe Sleek. Bold. Luxe? Once you know your vibe, you can design packaging that oozes personality-even without saying a word.
SmashBrand emphasizes the importance of aligning packaging design with brand strategy. A cohesive brand personality ensures your packaging communicates the right message to your audience.
3. Choose Your Packaging Type
Not all products belong in the same box. A premium skincare serum in a plastic zip bag? A boutique candle in a cereal box? The wrong packaging makes your product look cheap-or worse, dodgy.
Pick a structure that suits your product and brand. Think:
Rigid boxes for luxury goods
Pouches for snacks
Jars for cosmetics
Cartons for drinks
And yes, sustainability matters. Aussies love eco-friendly brands. If your packaging is recyclable, reusable, or compostable-shout it from the (cardboard) rooftops.
Shopify notes that choosing the right packaging not only protects your product but also enhances the unboxing experience, leaving a lasting impression on customers.
4. Sketch the Layout
A cluttered layout equals messy design and lost sales. Too much info, and it’s overwhelming. Not enough, and it feels unfinished.
Plan your "visual hierarchy." That’s just a fancy way of saying: what should people see first, second, third?
Start with:
Your brand name/logo
The product name (big and bold)
Key selling point (e.g. "Vegan" or "Locally Made")
Any must-haves (ingredients, warnings, barcodes)
Keep it clean. Less is more. White space is your friend.
SmashBrand highlights the importance of visual hierarchy in packaging design, ensuring that the most critical information captures consumer attention quickly.
5. Pick the Right Colours & Fonts
Inconsistent colours and hard-to-read fonts are a one-way ticket to "Nopeville." People judge products by their cover-and their colour palette.
Stick to 2–3 brand colours max. Use a clear, legible font for important info (no curly cursive for ingredients, please).
Want to feel bold? Use contrasting colours for attention. Want to feel natural? Go earthy tones. Want to look luxe? Go minimalist-think black, white, gold.
According to Shopify, colour and typography choices should align with your brand identity and appeal to your target audience's preferences.
6. Nail the Copy (AKA What It Says)
People don’t read packaging. They scan it. If it takes more than 3 seconds to get what it is and why they should care, you’ve lost them.
Talk like a human. Not a robot. Not a corporate manual. A human. Write like you're explaining your product to your best mate in line at Woolies.
Ask:
What’s the benefit?
What makes it different?
Why should someone choose this over the one next to it?
Instead of “Formulated with botanical extracts for optimal hydration,” say “Keeps your skin juicy all day.”
SmashBrand emphasizes that compelling messaging on packaging should focus on clear benefits and resonate emotionally with consumers.
7. Test It (Before You Print 10,000 Units)
Reprinting packaging is expensive. Like, "wish-I-had-double-checked-that" expensive.
Print a few prototypes. Put them on a shelf next to your competitors. Show real customers. Ask:
Would you grab this?
Is anything confusing?
What do you feel when you look at it?
Fix the small stuff now. Your wallet will thank you later.
SmashBrand advocates for consumer testing in real retail environments to validate packaging effectiveness before full-scale production.
FAQs
What are the five steps of packaging design?
The five essential steps are:
Define your brand identity
Understand your target customer
Choose the right packaging type
Create a clear layout and messaging
Test and refine your design before full production
How to make packaging step by step?
Here’s a simple step-by-step approach:
Research your market and audience
Develop a clear brand style guide
Choose materials and packaging structure
Design the visual layout with logo, colours, and text
Get feedback and test your design before finalising
What are the 4 elements of packaging design?
The four key elements are:
Visual Design (colours, fonts, imagery)
Structural Design (box, bag, bottle, etc.)
Copy and Messaging (what it says and how it says it)
Functionality (durability, ease of use, and sustainability)
Final Thoughts
Packaging design isn’t just about looking pretty. It’s about selling. Your packaging is your silent salesperson. It's the first impression. The brand handshake. The "Pick me!" on a crowded shelf.
Get it right, and you’ll stand out, build trust, and boost sales. Get it wrong, and you’ll blend in like a box of stale Weet-Bix.
Need help making your packaging pop? We help Aussie brands design packaging that grabs attention, builds trust, and flies off shelves.
Let’s talk packaging design – book a free discovery call today.