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Chapter 10. Packaging Design > Product, Audience, and Placement

Product, Audience, and Placement

Every design must communicate something to the viewer, and in packaging design the communication is particularly urgent. Packaging can make or break the sale of a product, so it must speak to the customer instantly. What are some of the design considerations that inform this visual language? Let's look at some of the issues that packaging designers must think about.

Product Category

Most importantly, always remember that the type of product will drive your design decisions. The Carolina Herrera example we looked at earlier shows that a high-end product such as a subtle and sophisticated fragrance requires a specific design solution: simple graphics, elegant colors, and quiet and subtle color schemes. A bottle of bleach or a chocolate wrapper would require a completely different treatment.


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