[China Packaging Network] Everyone knows that the packaging market is moving toward creative designs, but such creativity isn't arbitrary. Every design has its own set of rules, and packaging is no exception. Today, the China Packaging Network editor will guide you through the three key principles that excellent packaging design should follow.
Principle 1: Everything Should Be Strategy-Driven
At the very beginning of a packaging design project, it's essential to understand the product's overall marketing strategy. If it's a new brand, focus on the brand’s core message and tone. For an existing brand launching a new product, maintain brand consistency. In short, the design direction must be aligned with the product's innovation, follow-up, and upgrade strategies. A strategic approach ensures a strong foundation for success.
In 2003, East E-Jiao Group, part of Fortune Service, repositioned itself as "China's No. 1 Nourishing Brand," shifting from female nourishment to comprehensive wellness. As part of this strategy, they introduced Hailongjia Oral Liquid, targeting male vitality. The original packaging was designed with visual uniformity in mind, using a style similar to Ejiao, which led to confusion at the retail level. After collaborating with Fook Lai, they adopted a “Brothers and Sisters Outfits†design strategy—aligning Ejiao and Hailongjia with shared visual elements. This new approach was well-received and even featured in the "2005 Terminal Marketing Yearbook."
Principle 2: Everything Must Be Market-Centric
The main goal of packaging design is not just the package itself, but the positioning, marketing, and sales of the product. The market is like a university where competitors are your first teachers, company executives are your supervisors, and consumers provide the final verdict. Therefore, packaging design must be developed around real market needs. Often, designers come up with ideas that are rejected by dealers or frontline staff, who may not have clear concepts themselves. This requires designers to conduct thorough research and analysis early on, ensuring their work is scientific, comprehensive, and actionable. Market-driven design can effectively convince businesses, retailers, and customers alike.
For example, Besunyen, a well-known Chinese health tea brand, launched Changrun Tea in 2005, which gained popularity for its detoxifying properties. Under Fook Lai’s guidance, the design team conducted extensive field research, gathering feedback from distributors and sales personnel. They found that the old packaging was outdated, lacked quality, and didn’t reflect the brand’s identity. While some were hesitant to change, the team insisted on updating the design. The new packaging emphasized the brand name, highlighted herbal ingredients, and strengthened the tea industry image. The updated design received widespread praise and became a key factor in the brand's success.
Principle 3: Everything Must Be Based on Research
The quality of packaging design depends not only on the designer’s skill but also on solid research methods. Early-stage efforts should include thorough market research, data collection, and analysis. Typically, we spend two-thirds of our time on research and reflection, and one-third on actual design work. We invest significant time understanding product functions, modeling, morphological analysis, and consumer needs. It's important to study how, when, where, and under what conditions the product is used, providing a valuable foundation for effective packaging design. This ensures the packaging has both a strong foundation and long-term appeal.
The editors of China Packaging Network believe that good packaging design must follow these three key principles. With solid research, a market-focused mindset, and a clear marketing strategy, such packaging is sure to make a strong impact once it hits the market.