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Packaging  Design

"A Package Designer is responsible for the look and feel of a product. They are the people behind the twenty different bottles of
shampoo you see when you walk
into a drugstore.
What made you choose the one in your hand? Maybe it was the combination of colors on the label, or the hourglass shape you found easier to hold. Whatever it was, it had been debated for hours by a team of Package Designers before you saw it."

Graphic Design: A Career Guide and Education Directory Edited by Sharon Helmer Poggenpohl 1993

This industry exists because the way a product is presented is a huge factor in its purchase appeal. As a Package Designer, you figure out what the best presentation is. This involves a sense of style, a proficiency in computer graphics, and an understanding of what your client (and your boss) are looking for.

But you cannot just think about style if you are to succeed in this industry. For although you are a designer you work in a business world. In fact you will only spend about a third of your time designing. The other parts will be spend on looking at production costs, attending team meetings to debate design aspects, and pitching your design to production executives.


So while your style and design skills are obviously important, so is your business sense and ability to work on a team.(CHEGG, 2016)


Package designers tend to have a strong background in three-dimensional design, design and product management, and design systems.

Packaging performs many functions: it protects, stores, displays, announces a product's identity, promotes, and sometimes instructs. But today, given increased environmental concern and waste-recycling needs, packaging has come under scrutiny.

The functions packaging has traditionally performed remain; what is needed now is environmentally responsive design.


Graphic Design: A Career Guide and Education Directory Edited by Sharon Helmer Poggenpohl 1993
The American Institute of Graphic Arts
See the Packaging Council Of Australia Website

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