Packaging is where branding meets manufacturing, and the manufacturing side has the final say. A box design can look perfect on a monitor and still arrive with colours that don’t match, text too small to read, or a barcode that won’t scan. Good packaging design starts with the print questions, not the artwork.
Most of these problems come from designing first and thinking about production later. Reverse that, and packaging design projects run much more smoothly and cost less to fix.
Here are the questions to answer, ideally with your printer or packaging supplier involved, before a designer produces final artwork.
Structure and format
Artwork is designed on a flat template called a dieline, which shows the cut lines, folds, glue areas and panels. You need this from your packaging manufacturer before serious design work starts.
- What’s the structure: folding carton, rigid box, pouch, label on a jar, sleeve, bag?
- Is it a stock size from the supplier, or custom? Stock formats are usually cheaper and quicker.
- Which panel faces the customer on a shelf, and which faces them when they open it at home or pick it up online?
- Where do the glue flaps and folds fall? Nothing important should sit across them.
Materials and finishes
The material changes how everything looks.
- Board or substrate. White board, brown kraft, coated or uncoated, film or paper labels. Colours printed on kraft appear darker and less vibrant than on white, which can surprise people.
- Finishes. Matt or gloss lamination, spot varnish, foil, embossing. Each adds cost and sometimes lead time, and some affect how easily the pack can be recycled.
- Environment. Will it sit in a fridge, get wet, be shipped in the post or handled a lot? That affects material choice.
Ask for physical samples of the material with a similar design printed on it, not just a digital mock-up.
Colour and print method
Packaging is where brand colour accuracy is tested hardest, because your products may sit next to each other and next to competitors.
- Is it printed in CMYK, with Pantone spot colours, or a mix? Spot colours often give more consistent brand colours across runs, but can add cost.
- What print method is being used, such as digital, litho or flexo? Each has different strengths, minimum quantities and limits on fine detail.
- How will colour be checked? For significant runs, ask about physical proofs or attending a press check.
- If you have several products or variants, how will colours stay consistent across them and across future reprints?
Get the dieline, the material and the print method confirmed before design starts. They shape every creative decision that follows.
Artwork technicalities
These are the details that cause reprints if they’re missed.
- Bleed. Artwork should extend past the cut line, commonly by around 3mm, though your supplier will specify.
- Safe area. Keep important text and logos a sensible distance inside the cut and fold lines.
- Minimum text size. Small print can become unreadable, especially reversed out of a dark background or on textured board. Check with your printer.
- Barcodes. If you need retail barcodes, obtain them through the proper channel, typically GS1 UK, and follow the size and colour guidance so they scan reliably. Dark bars on a light background is the safe option.
- Fonts and images. Fonts outlined or embedded, images at a suitable resolution for print.
Labelling and compliance
Depending on what you sell, your packaging may need to carry specific information: ingredients and allergens for food, safety warnings, product markings, weights and measures, recycling information or business contact details. The rules vary by product category and change from time to time.
A designer can lay this information out clearly, but they can’t tell you what’s legally required. Check the relevant official guidance for your sector, for example from the Food Standards Agency or Trading Standards, and take proper advice if you’re unsure. Build space for this information into the design from the start, rather than squeezing it in at the end.
Plan your packaging design for the range
Even if you’re launching one product, design with the future range in mind. Decide which elements stay fixed across every pack, such as logo position, typography and layout, and which change, such as colour coding or imagery for different flavours or variants. It makes adding new products faster and keeps the shelf looking like one brand.
If you’re planning new packaging or a redesign, our packaging design service works from your supplier’s dielines and specifications from day one, and ties it back into your wider brand identity so the product, website and marketing all match.
