- Analyzing the brand, product, and customer
- Defining the package needs
- Design development
- Finalizing the design
Skill Level Beginner
- [Gerardo] When you're in the grocery store, have you ever thought about what makes you select one item on a shelf versus another? Is it the location? Are you drawn to color, illustration, type, texture, shape? There's a real science to packages design. When designing packaging a smart place to start is learning everything you can about the product, the consumer, the market, the client's goals, the packaging options, and then distill all that information into your design explorations. In this LinkedIn learning course, I'll take you through the process of designing packaging for a food category that revolves around chocolate.
Delicious, right? But there's a lot of tasty competition, so we'll have to do our research. As I walk you through the design process, you will see what the steps are in developing a successful package design that prints and presents beautifully while safely containing and protecting the contents. And it has to accomplish all this while wooing consumers, communicating the brand's unique story, standing out on the shelf, and meeting all the essential FDA requirements.
Hi, I'm Gerardo Herrera and I'm an associate and director of brand experience at Design Studio Nuovo. And core faculty member and Packaging Design Director at Art Center College of Design Pasadena, California. Let's dive in and create a great package design for drinking chocolates.