Packaging design is a stylized form of functionalism. Function focuses on carrying, protecting, and presenting the product. Style creates desire for the product within, delivers on the brand promise, and enriches the user experience at every interaction.

Understanding what goes into laying the foundation for packaging innovation begins by both defining and tightening your design parameters beyond asking How Much, How Many, and When. Before the design process even begins it is critical to define your parameters: goals, requirements, budgets, timelines, and materials.

In this 3-part Packaging 101 series, we will address parameters and setting expectations in Part 1. Define & Refine, followed by concept creation Part 2. Structural Development, and finally Part 3. Visual Design.