Hustler Series: Package Design
13: Package Design
A product is not complete without proper packaging. Significant time, effort, and money go into developing a new product but the consumer doesn’t really care about that. They only care about how well your product works for them and what value they gain from it. And that’s where the packaging comes in. Your packaging is where the consumer draws their first impression of your product. Sloppy packaging will prime them to see your product as inferior before they even start using it. But quality packaging will prime them to see your product positively and get them excited to start using it. You only get the chance to make a first impression once, so don’t overlook this opportunity!
Now, unfortunately for startups, companies like Apple have taken package design to an extreme level. The level of precision and detail in their packaging offers an unboxing experience that’s hard to match. And as more consumers are exposed to these sorts of unboxing experiences, their expectations for product packaging rise. This means there’s no room for half-assed packaging anymore. While that’s not an issue for larger, established companies with big budgets and product launch experience, it does put a lot of pressure on newcomers. This is my first product launch so I still have a lot to learn when it comes to efficient packaging, but I can give you some insight I’ve gained with this project.
First the basics of package design. The underlying question you’ll want to ask yourself is: what’s the context of my packaging? Context matters. Understanding the context of your packaging allows you to design something that can stand out and connect with consumers. Will consumers see it in a retail store? Will they receive it in the mail? Will your product be displayed next to other products? What does the other packaging look like? Once you have a good understanding for the packaging context you can start designing something that works to your advantage.
As for the packaging itself, there are three basic options: a cardboard box, a plastic clamshell, or a bag. Cardboard boxes are pretty much standard now for most products. These boxes are typically made from thin, white cardboard and have some sort of plastic insert that keeps the product from moving around inside. Heavier duty boxes are often used for subscription services where consumers receive the product in the mail. You’ll also see retail boxes with plastic windows that let consumers see the product inside. These act similarly to plastic clamshells but have a much better unboxing experience. And while clamshells are less common these days, they can still be a solid option for certain retail experiences. The third option is a bag. These are more ideal for things like food or apparel because they’re inexpensive and really let the consumer see the inner product. But for most products you’re probably looking at some sort of cardboard box. Once you know the context of your packaging you’ll have a better idea of what type of packaging to use.
For Hez Cases I went with a cardboard box. Now, because I don’t have a big budget, my options were limited. Ideally I would have designed a custom cardboard box and plastic insert that perfectly fit my case, but something like that was outside of my budget. So instead I had to use a stock box size. I found a box that was only slightly larger than my product so that wasn’t a big issue but it may not be an option for everyone. Additionally I decided to use brown, recycled tissue paper as padding around the product. This was a cheap alternative to a plastic insert and was more cohesive with my overall brand. Between the box and tissue paper my packaging costs around $2 to produce. This is relatively cheap compared to higher end packaging but it’s a reasonable price for a product like mine. And it’s a great price given the quality I’m able to achieve.
As for the design, my first instinct was to try to mimic Apple and use a white box with a clean product image and minimal text. But I decided this was the wrong strategy for two reasons. One, I would never be able to meet Apple’s level of quality or visual design due to my budget and inexperience in package design. And two, it seems like everyone is trying to copy Apple’s style of packaging so my product would just come across as another try-hard knockoff. So I changed the design direction to something that plays to my strengths: a more personal experience. While larger, established companies have the resources to put out highly polished packaging, this has made them feel very industrial or devoid of personality. This was something that my packaging could exploit. That’s why I decided to use brown, recycled cardboard instead of the standard white cardboard. And that’s why I went with a line art design that feels more handmade. The packaging has a personality that I think consumers will really connect with. Not only is it cohesive with the Hez brand of honest, hard work, but it’s much more memorable than an Apple wannabe.
So there you have the basics of package design. The key to good package design is understanding the context of the packaging. And, once you have an idea of the context, you can effectively play to your strengths. Know whether your consumer expects a box, a clamshell, or a bag and know when you can bend the rules to give them something new and unexpected. The packaging is how the consumer forms their first impression of your product so don’t half-ass it!
