[China Packaging Network] We all know that the packaging market is pushing for creative designs, but this creativity isn’t random. Every design follows certain principles, and packaging is no exception. In this article, the editors of China Packaging Network will guide you through the three key disciplines that excellent packaging design should follow.
Discipline 1: Everything is Strategy-Driven
At the very beginning of a packaging design project, it's crucial to understand the product’s overall marketing strategy. If it's a new brand, you need to consider its core message and brand personality. For an existing brand launching a new product, consistency in branding becomes essential. Ultimately, the design direction must align with the product’s innovation, follow-up, and evolution strategies. A strategic mindset ensures a strong foundation for any packaging project.
In 2003, the East E-Jiao Group of Fortune Service repositioned itself as China's top nourishing brand, shifting from focusing on women’s health to a broader approach of comprehensive wellness. As part of this strategy, they introduced Hailongjia oral liquid, targeting male vitality. Initially, the packaging was designed using a similar style to Ejiao, resulting in visual confusion at retail points. After collaborating with Fook Lai, a new strategy called “Brothers and Sisters Outfits†was implemented—ensuring Ejiao and Hailongjia shared visual harmony while maintaining distinct identities. This new design was well-received and even featured in the "2005 Terminal Marketing Yearbook."
Discipline 2: Everything is Market-Centered
The main purpose of packaging design isn't just aesthetics—it's about positioning the product in the market and supporting its marketing efforts. The market is like a university where competitors are your first teachers, companies act as supervisors, and consumers provide the final feedback. Therefore, packaging design must be developed around real market needs. Often, designers propose ideas that are rejected by dealers or frontline staff, who may not have clear concepts themselves. To overcome this, designers need to conduct thorough research and analysis early on, ensuring their work is scientific, comprehensive, and actionable. Market-driven design helps convince stakeholders and ultimately resonates with consumers.
Take Besunyen, a well-known Chinese health tea brand, for example. Its flagship product, Changrun Tea, gained popularity for its detoxifying properties in 2005. Under the guidance of Fook Lai’s upgrade strategy, the design team conducted extensive field research, gathering feedback from distributors and sales teams. They identified major issues with the old packaging—outdated visuals, lack of clarity, and poor quality. Although some questioned whether changing the packaging would affect sales, the team insisted on updating it. They enlarged the brand name, highlighted herbal ingredients, refined the visuals, and emphasized the tea industry’s characteristics. The new design was praised by both the company and sales teams, earning recognition and boosting the brand’s presence in the market.
Discipline 3: Everything is Based on Research
The success of packaging design doesn’t solely depend on the designer’s talent—it also relies on solid research methods. Early-stage market research, analysis, and data collection are essential. Typically, we spend two-thirds of our time on research and reflection, and only one-third on actual design work. This includes understanding product functions, user behavior, usage scenarios, and environmental factors. By deeply studying how, when, and where products are used, we can build a strong foundation for packaging design, ensuring it remains relevant and impactful over time.
According to the editors of China Packaging Network, good packaging design must follow these three fundamental disciplines. With solid research, a market-centered approach, and a clear marketing strategy, such designs are sure to make a strong impact once launched into the market.