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One of the ways to increase the sales of an online store is to use the original packaging for the product. The original design of the box, label and other elements (such as adhesive tape) play an important role in increasing brand awareness and identification. Yes, creating your own packaging is an additional cost. But they will pay off handsomely.

We tell you why.

Researchers have found that when a customer evaluates the product itself (especially on the first purchase), 70% of the experience depends on what kind of packaging they have.

Just one example. Nike launched the sale of Nike Air sneakers not in traditional boxes, but in a plastic bag inflated with air.

Nike Air packaging

This package killed three birds with one stone:

• The company showed the product, literally, with its face: unusual packaging attracts attention.
• Emphasized the name Air, which is not just beautiful word, and the designation of the special quality of sneakers is their "airiness".
• Made shipping easier, as the sneakers have a completely transportable package.

Your the main task- surprise the buyer, make sure that he remembers your brand for a long time.

Shorr Packaging Corp found that for over half of shoppers, custom packaging adds value to a product. The first impression about the product (and the seller) is formed in 100 milliseconds. It is the packaging that gives the first tactile experience with your brand for the buyer.

Another important point. Premium shoppers who spend a decent amount of money on online purchases are 15% more likely to make a repeat purchase precisely because of attractive packaging and the ability to use it for photos on social networks. Remember how, during the release of the iPhone X, empty smartphone boxes were actively sold on the Web. This good example when the packaging worked for the image.

Thus, the creation of original packaging can be seen not as another cost item, but as a marketing investment.

How to create optimal packaging?

1. Determine what your target audience might like

You can develop an expensive super box constructor, but it will be unnecessary for your customers. Your customers may be interested in the environmental friendliness of packaging, the ability to use it in everyday life, including for children's games, durability, which guarantees that the goods will arrive safe and sound (this applies to fragile goods). Or, on the contrary, lightness: the ability to quickly open and dispose of the box.

The main thing is that the packaging evokes only positive emotions.

A special attitude to packaging should be for those who decide to do it. Develop a corporate identity so that your boxes are recognizable: then they will work for your image.

Packaging design can and should be changed: in accordance with the season, holidays, customer status (for example, for regular customers you can enter "golden" gift boxes and so on). This is a huge scope for imagination. The main thing is to choose the right direction.

Posted by Funnysocks.ru (@funnysocks_ru) Dec 14, 2017 at 7:27 PST

2. Calculate the budget

Calculate how much the original packaging will increase the price of your product. You may want to consider a related option: sell holiday packages or toy boxes separately.

You can also package the product in a “special way” as a reward: new customers, those who purchase products for a certain amount, and so on. But in this case, your packaging must have some value. The simplest option is to be functional so that the buyer can use it after receiving the goods.

Box that can be used as a jewelry box by designer Gaba Guzik

The original packaging can serve as the basis for many promotions. Announce a contest for the most original photo with your box. Or invite customers to show how they use your packaging in everyday life. Contests like these can easily go viral and quickly spread across social media. And this is a great way to promote your brand.

Learn how other online retailers pack their products. But do not repeat, but do better! If it turns out that no one in your niche makes original packaging, they manage with standard packages and boxes, you have a chance to win the eternal race for the buyer thanks to the facts voiced above.

In any case, don't go for a super original design. The packaging had to be logical. Bright or, on the contrary, pastel colors, fonts, pictures, shapes, original printing stamps, placed information: all this should be combined with the product, harmonize with it.

4. Think about how packaging can highlight the value of the product.

You can place your slogan, wishes for the holidays, various appeals, useful information related to the product on the packaging. And even just a funny picture to improve mood. In any case, the main goal is for your client to see the value of your product and forever associate this feeling with your brand.

5. Emphasize the product feature

As with Nike Air, you can try to focus the attention of buyers on the features of your product. If the product is somehow related to the environment, use green colors. If you are selling something original, bright, you can play on the contrast: choose a white or black box and beat it in advertising campaign(discover brightness).

In this article, we will analyze in detail typical mistakes that may arise both before the designer and before the customer.

So you've been assigned to design a package...

1. Failure to comply with the brief.

What is the right way to design packaging? Is it worth focusing on the brief filled by the client? Many look at the brief only to remember the name of the client or see the amount of the fee. At creative people there is a great temptation to ignore some details of the brief that seem boring and insignificant, and then hope that one way or another the client will forget about them too. Unfortunately, this happens extremely rarely. After all, the client, like an all-seeing eye, is watching your every step.

This usually backfires when you have to go back a few steps and redo everything from scratch. And all the work that you have done before is not worth a penny, even if it is based on the most brilliant idea that you have ever visited. And most importantly, you lose the client’s trust, which certainly harms the business, and in the future it will be much more difficult to build relationships with this client, since subconsciously he is already disappointed in you as a professional.

2. Wrong approach to packaging design.

Some designers give up the minute they start working on a project. “Ugh, this would be such nonsense ... the client insists on this, on this, and there should be this, that, that ...", etc.

If you start working with the idea that the design is destined to become uninteresting and you will be ashamed to hand over such a layout, then this project is doomed from the very beginning. Some of the entries that have won numerous prizes in competitions have come from very restrictive briefs. On the contrary, each constraint is a way to show your creativity and resourcefulness of design ideas. Dare!

3. Grasping the mouse.
You have decided to go the right way to make a package design: you have carefully studied the brief, tuned in to creativity, thoughts are boiling in your head, you run up to the computer...
Technological progress gives us an insane amount of perfect tools to digitize the flight of your thought. And that's the worst thing you can do. In fact, sketches were and still are the shortest route for an idea from your head to paper. And no matter how cool you are in graphic editors. Sketches should be raw: a minimum of detail, quickly scribbled what came to mind so that the idea could be considered.

4. Follow public opinion.
There is such a strong opinion that the design of packaging must comply with incomprehensibly established norms and standards in its category of goods. For example, if we are taking on the design of a fruit juice package, then in this product category it is considered the norm to depict a large picture of fruit. I beg you, it's predictable and boring! Challenge this stereotype without going beyond the product design genre.
Or you know that you have to follow certain rules, be in a certain format, try to go against all stereotypes. Although this may not always be appropriate, it can sometimes lead you to unexpected decisions.

Now hand-wrapping of gifts is actively coming into fashion, and I decided to figure out what's what - let's find out what trends are in gift wrapping, what you should focus on, and how you can even pack a gift for any holiday with your own hands.

Presently it is no longer enough to pack a gift in gift paper - the days when half a meter of sparkling paper with a ribbon bow were considered the best packaging are gone. Right now, the focus is on three areas:

• eco-style (one of its subspecies can be called rustic style);
• minimalism;
• eclecticism and futurism.

Eco-style gift wrapping involves the use of natural materials - natural shades, various textures, nothing artificial. Kraft paper packaging with a bow made of ordinary twine or twine looks good in this style; quite often, gifts are tied with unbleached linen or cotton.

Minimalist motifs are always strict and restrained. Here you should be guided by one idea - the simpler the better. Here, the minimum number of decorative elements is welcome - for example, a gift can be wrapped in plain white paper, and a special small element from cutting or an ordinary elegant tag can be used as a decor.

Futuristic and eclectic notes will appeal to those who prefer to combine several styles into one - there can be a fanciful complex bow made of satin ribbons and the simplest kraft paper as packaging, or vice versa, in a complex figured box covered with natural fabric, for decor be attached with a decorative pin.

So, what should be the design of gifts so that it is fashionable and beautiful? Unusual, stylish and neat.

Original handmade boxes

The easiest and at the same time spectacular way to pack a gift in an unusual way is to make a cardboard box for it. How to make a gift box in four easy steps?

1. We remove a pattern for our box - you can print the template, you can draw it yourself. I prefer to draw, because you need to take into account the size of the gift. Here are two different versions of the template (click on the picture and only then save):
   
   
   

   You can draw a template by hand according to the parameters of your presentation, here's how to navigate:

   

2. Cut out the workpiece and bend along the dotted lines. First you need to make a creasing - for this I use an orange stick for manicure (you need to attach a ruler to the future fold and hold it with something pointed, but so as not to scratch, but to push through).
   
   
3. In the right places, glue pieces of double-sided tape, or grease the box with glue. Scotch tape is easier to work with and does not leave streaks.
   
   
4. It is better to decorate the box before assembly, so you can smooth out stickers and applications. We collect the box and dry it, and voila - you can put a gift in it!
   
   

Another option for a homemade box:

Or this option:

Maybe make a pyramid?

Scheme for the pyramid:

By the way, a do-it-yourself gift box can be of any shape - why not candy? Especially if the gift is not too big or oblong.

For the manufacture of this package will be required?

• Colored cardboard.
• Ruler and pencil.
• Scissors, stationery cutter.
• Template (can be printed or redrawn).
• Glue.
• Ribbon or harsh thread.

1. First, we transfer the candy template onto cardboard - you can circle it, you can draw it yourself.
   
2. We cut along the contour with scissors, and then we make diamond-shaped cuts with the help of a clerical cutter.
   
3. We make creasing along the folds - we draw grooves for folds along them with the help of a ruler and a knitting needle.
   
4. We put a gift in the center of our blank, fold the candy, it is better to glue the joint.
   
5. In places where the candy is “twisted”, we tie it with a ribbon or thread. Candy is ready!
   

You can also make a gift box with your own hands in the shape of a piece of cake. Almost everyone loves sweets, and a piece of cake looks extravagant and cute at the same time.

To make a piece of cardboard cake, you need to prepare:

• thick colored paper or thin cardboard;
• ruler and pencil;
• glue.

Production will take no more than half an hour. First you need to transfer the template to the desired colored paper - it is better to make the top brown or pink (in the color of the glaze), and the bottom can be any. By the way, you can make a bright cake, for example, in purple or pink colors - unusual and cool! Choose any cap: with a wavy edge or with a straight one, and the base:

The box is made of two fragments, the lower part should be smaller (literally a couple of millimeters in each direction). We cut out the blanks and transfer them to colored cardboard.

We make a scoring (we draw along the ruler along all the folds with a knitting needle until grooves form - this will make the folds smoother).

We glue the blanks according to allowances and dry well. Our box is ready, now it's up to the small - you need to decorate it.

For example, you can make a light paper rose and tie it with twine.

This option is easier to manufacture. No removable cover. You just need to print (or draw by hand) this template on a beautiful cardboard, where marked - cut, where the dotted lines - bend, where it says glue - glue, and you're done!

How to make an origami box? You need to stock up on a ruler and a pencil, pick up two beautiful square sheets of paper (I use scrapbooking paper), and you will also need scissors. By the way, the box can also be used for your own needs - I have paper clips stored on my table.

We pack beautifully

We already know how to make boxes, now we need to understand how to beautifully pack a gift with our own hands. Of course, you can leave the gift as it is (or arrange presents in gift boxes, which is also good), or you can think about how to arrange a gift and come up with something special.

Let's look at how to wrap a gift in paper so that it looks really stylish and does not give the impression of sloppiness. Pay attention to the choice of paper - you can choose plain light or dark paper, you can choose natural wrapping paper (kraft), or you can purchase several sheets or rolls of beautiful paper with a print from a scrapbooking store.

See how to wrap a gift in an original way. Try a new way that attracts attention - your gift will look very, very unusual!

How to

1. Packaging should be neat - the cuts of paper or fabric should be even, and no traces of glue, tape or paper clips should be visible.
2. It should completely hide the present, then you can make a surprise and give the hero of the occasion not only your present, but also a few exciting minutes of guessing and guessing what is hidden inside.
3. Do not forget about the decor and name card - such details are always striking.

How classic gift wrapping is made:

• To make a gift wrap, you will need wrapping paper. We wrap the box with paper and mark where to cut (I make a margin of 3-4 centimeters). We fold a sheet of paper according to the markup and cut it, remove the unnecessary roll and work only with the cut sheet;
• we bend the long edges of the sheet by one and a half to two centimeters on both sides and glue it with tape end-to-end, the seam should run in the center, if necessary, it can be covered with a ribbon;
• the remaining edges of the sheet are folded in the shape of a trapezoid, and glued with an overlap (it is best to use double-sided adhesive tape);
• we follow the same steps on the other side, and our gift is already beautifully packaged.

It was a classic type of packaging, and now there will be an original gift package for a man or a woman - in the form of a Christmas tree.

We will need:

• packaging - it can be wrapping paper, fabric or film;
• glue (for fabric) or double-sided tape (for paper);
• sharp scissors;
• a variety of decor - ribbons, cutting, feathers, butterflies.

To make a pigtail decorative paper it will take a lot. So, we consider: we will need to completely wrap the box (width and allowances), and in length we will need to take 1.5 measures of the length of the gift and 2 of its height. By the way, you can not fix the Christmas tree, but collect it in a kind of ponytail, then it’s better to take the length of your gift and multiply it by 2.5 - then you’ll definitely have enough.

As a practice, try wrapping any small box with a piece of newspaper or plain paper - this way you will understand how to lay the folds, where to lay the tape and practice a little.

1. We put the gift closer to the edge of the paper (there should be exactly enough material to the edge to cover the end part).
   
2. We bend the lower part of the paper, wrapping the gift. The paper should cover the box by more than half.
   
3. Then you need to bend the sheet on the sides to the ends. It turns out triangular valves, bigger and smaller, they need to be smoothed out.
   
4. We fold the valves in the form of triangles as if weaving a pigtail, first on one side, then on the other.
   
5. And repeat for the larger valves.
   
6. We fix the upper valve with adhesive tape, and if it is decided to collect the tail in a bundle, then you just need to bandage the rest of the paper. We decorate with any elements if desired.
   

In this way, you can make packaging for anything - it can be a large box of chocolates and an ordinary book, a set of cosmetics or a plush toy.

We tie bows

Tiffany

1. We fold the tape in half and hold it, we wind the long ends under the box.
   
2. We put the ribbon on the corner and straighten it at an angle of 45 degrees.
   
3. We pass the free ends under the corner loop.
   
4. We tighten the ends, bring to the center and form a loop from a long tail.
   
5. We wrap the short end around the loop and thread it inward to make a second loop - as when tying shoelaces.
   
6. Tighten the bow and trim the ends.
   

Another simple and effective bow

1. We fold the bow according to the photo instructions and pull it with a thread.
2. We tie the box with a ribbon, put our bow on top of the knot and tie another ribbon bow on top of it. See photo master class:

Or this paper version:

Here is a satin ribbon decor option:

The box can also be decorated with flowers made of plain paper or corrugated paper (an ordinary napkin is also suitable), see MK:

Various packaging options

Have you ever thought about how packaging should be different for New Year's gifts? And how to make the packaging of wedding gifts interesting and atypical? How can you build beautiful cardboard bonbonnieres or miniature boxes? If you have craft paper and twine, then you don’t have to worry - look at the selection of photos.

How to wrap a gift in other ways? Paper for gift wrapping can play a major role - for example, the decoration of New Year's gifts, made in red, white and green tones will bring the spirit of Christmas miracles, and the combination of blue and brown is well suited for a gift for a man!

Ready for a wedding or birthday present? Gift wrapping ideas for different holidays New Year you can do something multi-colored, but for a wedding original design gifts, it would be useful to stock up on silver or gold dust, it will make a light box with a gift truly magical.

Do you want to pack unusually? Pack it in craft and use the original stamps (they can be cut from a regular eraser). Simply stamp the craft paper or craft paper box with the stamp you created - white ink looks amazingly stylish on craft paper.

Wrap the gift box in white paper and wax seal it. By the way, wrapping paper is not necessary, you can just pack your present in a regular newspaper (it is better to take a stronger one).

Thinking about what else you can wrap presents for the new year? Here are some ideas.

How to make funny packaging? How to pack a gift for a man? Use some kind of masculine image - for example, wrap the items you donated in a "suit and tie" or make a decor in the shape of a heart. Any guy will love this DIY gift box.

Now you can wrap gifts yourself and make different cute gift boxes, or maybe they will give you ideas about handmade gifts or you will be engaged in hand-made? You should always try something new, even if it's just handmade gift wrapping.

The first and, therefore, the most important impression of the consumer will depend on the packaging design. The label is a link between the company and the buyer, so it must be informative and effective. It should be clearly visible on the supermarket shelf, and appearance must match the content.

Creative label design, convenient packaging or bright packaging material are the factors that ensure the success of the product and the brand as a whole.

Packing requirements:

Memorability and simplicity

The buyer does not have time to peer into the picture for a long time, consisting of a huge number of small elements.

original form

Compliance with this condition ensures the individuality of perception of any brand.

informative

When creating and developing a layout, this stage should be given special attention, since informative packaging gives the buyer the opportunity to get the necessary information about the product in seconds and quickly determine the degree of its compliance with their own requests.

Emotional acceptability

An important aspect of branding. As experience shows, most buyers, when choosing a product, are guided by emotions, and not by a rational approach. Accordingly, color and graphic solutions are of great importance.

Legal (patent-legal).

Checking the design in Rospatent (FIPS) and subsequent registration. After that, the customer becomes the sole owner of the package. Before ordering an original design, it should be remembered that it is important for a designer to be able to arrange the text compactly, to provide a stylish, complete look for the label. The verified presentation of information, the successful selection of fonts and colors always attract buyers.

What should be the packaging?

• Attracting attention.
• Informing about the product.
• Positive in terms of emotional perception.

What should be considered when creating a packaging design?

Cases:

«Miller» Beer brand

Task:
Competition project. Design a can of beer and an advertising layout in the style of "Miller" (limited edition for nightclubs).

Solution:
The design of the jar and the layout is aimed primarily at active young people who spend their free time in clubs.
The design is based on glimpses of strobe lights, giving the "dance floor" the energy of tireless movement, depicting the versatility of night club life. The slogan "Miller go beyond" - "Miller beyond".

"Lemonade" Natural lemonades

Task:
Develop packaging for natural lemonades.

Solution:
To demonstrate the naturalness of the product, the label is made of a transparent shrink film, on which the image of a fruit on a branch is applied, as if it is immersed in lemonade. To reinforce the idea, the fruit is surrounded by bubbles. Warm colors were chosen for packaging, yellow and light yellow-green colors evoke a feeling of lightness, sparkling. The emphasis in the package is made on a photograph of a fruit framed by leaves. For the name, a font imitating handwritten was chosen, which gives the packaging emotionality.

"Ekoferma" Farm milk

Task:
Develop packaging for farm milk.

Solution:
Brand development of natural farm products requires special attention. Packaging should emphasize the naturalness, lightness and freshness of the product. The developed milk packaging combines traditional and modern approaches. Thanks to the image of a cow, made in the style of "ink, pen", manual labor and naturalness are emphasized. The blue color scheme gives freshness, and the integral image of the cow helps to stand out and quickly count the goods on the shelf.

«Lampone» Syrups

Task:
Design creative packaging for raspberry syrups.

Solution:
The name of the product plays on the Italian word "Lampone" - raspberry, which is reflected in the series of flavors. The play on words is emphasized by the chosen form of packaging in the form of a large base bulb with a spring-spoon, and a detailed label with engravings of berries helps to convey to the consumer the mood of warm home comfort and inspiration.

"Orsky Meat Processing Plant" Premium stew

Task:
To develop packaging for premium line stew.

Solution:
They were hand-drawn and stylized in the engraving style of images of animals. The shape of the coat of arms was used to emphasize the stability and reliability of the products. On the front side of the package there is information that helps the consumer make a purchase decision: GOST, the highest grade and the year the meat processing plant was founded - 1938. Black was chosen as the main color. To highlight the brand of the meat processing plant, a red ribbon is used, which refers us to heraldic images.

"Russian catch" Fish and seafood

Task:
Develop trademark(name, logo) and packaging for seafood.

Solution:
We started developing the project more than a year ago, before the imposition of sanctions. Two concepts were proposed: "Russian" and "Norwegian" fish and seafood. We managed to guess the future trend and settled on the "Russian" concept. During the development of the name, about 300 variants were worked out. The Russian Catch was chosen as the final option, as the company will produce seafood in the territory Russian Federation, in the most remote and clean places of the Russian seas. The name emphasizes this feature, it plays on patriotic feelings and inspires consumer confidence. In addition, domestic products are tastier and healthier, because they are less processed.

Benefits of Z&G. branding:

development of non-trivial packaging;
international recognition;
result in the form of packaging that increases sales.
If you want to know the price of a new design or redesign of existing solutions, please contact Z&G. branding. Packaging examples are presented in the "Cases" section.

Reviews:

Thanks to Z&G. Branding" for the development of a label and corporate character for "Krokha" sausages. You justified our expectations and offered a quality product.
Popok Daria, Head of Advertising and Trade Marketing Department, Cherkashin & Partner

We work with all regions of the Russian Federation: Moscow, St. Petersburg, Yekaterinburg, Kazan, Chelyabinsk, Perm, Izhevsk, Orenburg, Buzuluk, Samara, Saratov, Nizhny Novgorod, Tula, Voronezh, Lipetsk, Yaroslavl, Ryazan, Penza, Tver, Vladimir, Kirov, Volgograd, Naberezhnye Chelny, Cheboksary, Ufa, Kurgan, Tyumen, Surgut, Novosibirsk, Omsk, Kemerovo, Barnaul, Krasnodar, Irkutsk, Chita, Vladivostok, Khabarovsk, Yuzhno-Sakhalinsk, Krasnoyarsk, Rostov-on-Don, Kaliningrad and other Russian cities.

Representation in Europe: Germany, Dusseldorf - Aachen.

P.S. Don't put off until tomorrow what you can do today! Submit your application right now

The Internet is a wonderful place filled with resources and inspiration for people interested in packaging design. But sometimes too big choice can be confusing, which is why we've rounded up the best packaging design resources for you to really help you get through this daunting task.

Designspiration brings together all sorts of creative ideas. Created by Shelby White, Designspiration is a hub for collecting and sharing ideas, including a range of interesting and innovative packaging designs.

The Packaging World website is a great resource for packaging and manufacturing automation professionals. It is updated daily interesting articles about inspiring packaging ideas, equipment and materials, and a great way to stay up to date with the latest packaging news from around the world.

This brilliant blog covers the very best in packaging design, news and articles from around the world. It is not updated on a regular basis, but everything posted here is definitely worth a look.

If you can't resist the beautiful packaging, then you should definitely check out this awesome blog. Lovely Package showcases some of the packaging world's leading design work, spanning everything from wine and beer bottles to toothpaste and kitchenware. The site features work from both professionals and students, and with over 300 pages of projects to browse, you're sure to find inspiration here.

The Brand Experience, or BXP for short, is a fantastic resource for the design of all things. The site presents the work of designers from around the world, last news industries, upcoming events in the field, resources section and more. What else you need?

The Retail design blog has a huge archive of packaging design projects to inspire you. Here you will find everything from exquisite alcohol branding to luxurious chocolate packaging.

If you're looking for packaging design inspiration, then you should check out the Packaging design archive. The resource contains every kind of design you can think of, plus this extensive packaging catalog is a brilliant resource for designers. Designs are organized into categories, and the site also has a handy sidebar that allows you to search for the type of design you need, including identification by type, shape, and more.

With hundreds of thousands of inspirational images in its archive, Pinterest just couldn't be missing from this list. Just type "package design" into your search by keywords and see what works you will be shown. As you scroll down the page, you will be amazed at the sheer number of different projects on a seemingly endless page.

If you need inspiration or information about packaging design, Dieline is a great place to start. Founded in 2007, the site aims to define and promote the best of the packaging design world. Dieline is incredibly easy to navigate, and it also has a catalog, which is an inspiring library of different designs.

Brand New focuses exclusively on working with corporate and corporate identity, and includes an extensive library of inspiring packaging designs. But this isn't just a demo site: many of the designs featured here are detailed, with experts giving their opinion on how and why each concept works.

Ambalaj is actually the personal website of packaging designer Christina de Verdier. However, if you want to see some inspiring examples of packaging design, then you should definitely check out the blog. In it, De Verdier carefully selected new works from around the world, describing them on her website as "Material innovation, sustainable information, structural packaging, graphic design, and beautiful brand stories."

"Packaging of the World" is a creative design gallery showcasing the most interesting and creative work from all over the world. This site is really well organized: here you can search for projects by category, country, student work, most popular, and so on. That is why it is suitable for everyone. A bright resource in the field of packaging design!

Looking for packaging inspiration? Then be sure to check out Packaging UQAM, a French website that brings together amazing packaging. Here you will find creative solutions and many other unusual products. This is the place to go if you want to discover original ideas.

BP&O is a blog created by British freelance designer and editor of The Dieline, Richard Byrd, who specializes in branding and packaging design. Baird selects recent projects, gives a brief background, and shares his thoughts and opinions on each. Great site for finding new jobs from all over the world.

Behance's online portfolio stands out for its excellent work in all types of packaging design. Here you will find many packaging design projects created by designers of all skill levels, from footwear and pharmaceutical design to alcohol and electrical products.