Packaging design

Packaging design: first impressions and brand

Packaging design plays a decisive role in how a product is perceived by consumers. The packaging is often the first thing the customer sees and can be decisive for the purchase decision. Good packaging design communicates the brand's identity, values and qualities effectively. Visual elements such as colour, typography and imagery must match the brand while creating a strong first impression that stands out on the shelf or in a digital marketing context.

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Reklame

Slik ble SANTA MARIA størst i Norge på taco

Functionality and user experience

Beyond aesthetics, packaging design must be functional and user-friendly. The packaging must protect the product and be easy to open, store and recycle. Ease of use and sustainable materials are increasingly important to consumers, so packaging design must take ergonomics, environmental impact and practical use into account. Good design balances visual appeal with functionality, so the product not only looks good but also works well for the customer.

Read more: The biggest mistakes in packaging design, and how to avoid them

Differentiation and competitive advantage

In an increasingly competitive market, packaging design is an important differentiator. A unique, innovative design can give a brand a significant advantage and strengthen its position in the market. Special finishes such as embossing, foil, texture and transparent elements can help create exclusivity and attract attention. At the same time, the design must be adapted to the audience and the context the product is sold in, whether it is a luxury item, an everyday grocery product or a digital subscription. Well-considered packaging design is therefore an investment in the brand's success and can drive sales and consumer loyalty.

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Design

KJELDSBERG – relansering av design

Questions and answers about packaging design

  • What is packaging design?

    Packaging design is the design of a product's packaging, including shape, materials, graphics and text. Good packaging should protect the product, give the customer the information they need and stand out on the shelf. It is often the first physical encounter with the brand, and should therefore be closely aligned with the visual identity and the message in the rest of your marketing.

  • Why is packaging important for sales?

    Packaging matters because many purchase decisions are made within seconds in front of the shelf. A clear hierarchy, recognisable colours and a clear message make it easier for the customer to find and choose the product. Packaging also signals quality and price level, and influences whether the customer feels confident enough to try something new or keep buying the same thing.

  • How can packaging become more environmentally friendly?

    Packaging becomes more environmentally friendly by using less material, choosing recyclable or recycled materials and avoiding unnecessary combinations that are hard to sort. The design can also help consumers, for example with clear sorting labels and solutions that are easy to empty and rinse. Sustainability should be considered early in the project, because material choices affect the look, cost and production.

  • What must be on food packaging?

    In Norway, food packaging must show, among other things, the product name, an ingredients list with allergens clearly highlighted, net quantity, best-before or use-by date, storage instructions, a nutrition declaration and the name and address of the responsible business. The requirements follow from the Norwegian food information regulations, which also include rules on font size. The designer must therefore plan space for the mandatory information early, so it doesn't compete with the visual elements that sell the product.

  • What should you consider before redesigning existing packaging?

    Before a redesign, you should map which elements customers actually recognise the product by, such as colour, shape or logo, and keep them. Changes that are too big can mean regular customers can't find the product on the shelf. Test new proposals against the current packaging and the competition, and plan how the change will be communicated in campaigns and other channels.

Want to know more?

Linda Nordheim

Byråleder og seniorrådgiver

linda@maverix.no+47 995 05 195

OUR CASE STUDIES

We work with several of the best-known brands in the Nordics