Key question
In what order do customers read packaging?
Packaging has several sides, but one faces the shelf: the primary display panel. This is where it must be instantly clear which brand, product and variety it is. The back and sides tell the details.
Learning objective: You will be able to design the main visible surface following a clear reading hierarchy, develop a colour-coded variant system, and structure the reverse side effectively.
Brand, product, variety, benefit.
5.1 / The principal display panel
One area, four questions.
On the main display area, the design answers four questions in succession:
01
Brand
Who is behind it? The trademark is the anchor for brand recognition.
02
Product
What is it? The product type must be immediately clear, for example "herbal tea".
03
Variant
Which variety? Name, colour or image distinguish the variants.
04
Benefits
Why this product? A brief slogan or a feature such as 'Organic mountain herbs'.
Not every pack strictly follows this order: with strong brands, the flavour or variety is sometimes placed front and centre. What matters is that the hierarchy is chosen deliberately and only one element dominates.
One element leads, the others follow.
5.2 / A variant system
Consistent in the family, distinct in the variety.
Across a product line, the grid, brand, font, and layout remain consistent; only a few elements change, such as colour, flavour name, and illustration. This creates a brand block on the shelf, yet still makes it easy to find each variety quickly.
The back follows the same system: the story and preparation instructions at the top, with mandatory details and the barcode in a clean, easily readable area. Factor this in from the very beginning, not just as an afterthought.
01
Colour coding
Each variety is given its own colour within a shared palette.
02
Constant elements
The grid, branding, and font remain consistent across all varieties.
03
Back
Details, mandatory information and barcode clearly organised.
Little changes, much remains the same.
5.3 / Check hierarchy
Large, medium, small, not all large.
A clear hierarchy is created through size, position, contrast, and white space. Whatever is at the top and large is read first. If two elements shout equally loud, the eye has to search, and the packaging looks cluttered.
Test your hierarchy with the squint test: squint your eyes and see what remains. Ideally, the brand and variety should still be recognisable.
What is loud must earn the right to be so.
Exercise
Three varieties, one family
Task: Design the primary display panels for three varieties of 'Alpenkraut' as a coherent system.
STEP 1
Define the reading order and sketch a grid for the front.
STEP 2
Determine which elements remain constant and which change.
STEP 3
Design three colour-coded fronts and place them side by side.
STEP 4
Check them using the squint test from a distance of two metres.
Evaluation: Can a test subject recognise the brand and variety in three seconds?