Packaging that stands out on the shelf
0.1 / What it's about
Packaging is a protective cover, a stage, and a tool.
Packaging design demonstrates how packaging functions, from protecting the product to making an impact on the shelf. You will learn about construction, materials, surface design, mandatory information, the unboxing experience, and the path to production.
The course is practically structured, taking you from function to finished box. As a continuous example, you will be accompanied by Sara, who is developing a packaging line for 'Alpenkraut', a herbal tea producer from Graubünden. The round lightbulb button on the cards displays three examples in each case: best practice, okay, and inadequate.
Key questions of the course:
QUESTION 1
What functions does packaging need to perform?
QUESTION 2
How does a brand stand out on a crowded shelf?
QUESTION 3
How does a flat sheet become a box?
QUESTION 4
What must be on food packaging?
Course framework:
TARGET AUDIENCE
Creators
Students and career starters in graphic and media design who want to design packaging.
SCOPE
8 × 90 mins
Plus final project; each module can also be used individually.
Format
Practical
A brief introduction, a tool to try out, and an exercise to build and test.
0.2 / Learning Objectives
What you will be able to do after the course.
After the course, you will be able to:
01
weight the functions of packaging and derive a requirements profile from them,
02
design packaging so that the brand is quickly recognised on the shelf,
03
design a folding carton and correctly create a cutting die,
04
design materials and surfaces with sound reasoning and develop a system of variants,
05
Plan mandatory information and oversee packaging through to approval.
0.3 / Course content
All modules and sections at a glance.
Eight modules, each with a core question and a tool. Click on a module or jump straight to a section.
MODULE 01
What functions must packaging fulfil before it looks good?
MODULE 02
How do customers recognise your brand in two seconds?
MODULE 03
How does a flat sheet of cardboard become a sturdy box?
MODULE 04
Which material protects well and has little impact on the environment?
MODULE 05
In what order do customers read packaging?
MODULE 06
What information must appear on food packaging, and what size does it need to be?
MODULE 07
How do you make opening a package a great experience?
MODULE 08
How does packaging move safely from design to production?
0.4 / Procedure per module
Each module follows the same structure.
The rhythm stays the same, the content changes:
01
Introduction (10 mins)
Pick up real packaging and gather questions about it.
02
Input (20 mins)
Learn the basics and technical terminology using the example of 'Alpenkraut'.
03
Tool (15 mins)
Try out the topic in the interactive tool and compare variations.
04
Exercise (35 mins)
Outline, build or test a task, individually or in pairs.
05
Reflection (10 mins)
Compare results and record the key findings.
In each section you will find a bold key takeaway with a lightning icon, an exercise behind the blue button, a read-aloud function, and examples behind the light bulb on many cards. Have a cutting mat, craft knife, ruler, and some cardboard ready: packaging is best understood hands-on.
0.5 / Certificate of achievement
A packaging line from concept to prototype.
Final project: You will develop a packaging line for three 'Alpenkraut' varieties, from the requirements specification through to the built prototype.
01
Job specification
Define functions, sales points, packaging levels and materials with justification.
02
Cutting die
Design a folding carton and set it up as a dieline with cutting and creasing lines.
03
Surface design
Design the primary display panel, reverse, and variant system for three varieties.
04
Mandatory information
Place all mandatory information, barcode, and disposal instructions legibly.
05
Prototype
Built mock-ups, production schedule and presentation of the full line.
Evaluation criteria: Function and protection (20%), shelf impact and variant system (25%), construction and die-cut form (20%), mandatory information and legibility (15%), prototype, schedule and presentation (20%).
0.6 / Literature and Sources
Read on and look up.
• Ambrose, G.; Harris, P. (2011): Packaging the Brand. Lausanne: AVA Publishing
• Calver, G. (2007): What is Packaging Design? 2nd ed. Mies: RotoVision
• Denison, E.; Cawthray, R. (1999): Packaging Prototypes. Hove: RotoVision
• Klimchuk, M. R.; Krasovec, S. A. (2012): Packaging Design. Successful Product Branding from Concept to Shelf. 2nd ed. Hoboken: Wiley
• Romaniuk, J. (2018): Building Distinctive Brand Assets. Oxford: Oxford University Press
• Roncarelli, S.; Ellicott, C. (2010): Packaging Essentials. 100 Design Principles for Creating Packages. Beverly: Rockport
• Sharp, B. (2010): How Brands Grow: What Marketers Don’t Know. Oxford: Oxford University Press
• Stewart, B. (2004): Packaging Design Strategies. 2nd ed. Leatherhead: Pira International
• Federal Department of Home Affairs (2016): Ordinance of the FDHA on Information on Foodstuffs (LIV), SR 817.022.16. Bern (current version on fedlex.admin.ch, information sheets from the FSVO)
Please note: Legal requirements change. Check the current version of the LIV on fedlex.admin.ch and the information provided by the FSVO.