A packaging specialist designs product packaging, choosing materials and graphics that align with the manufacturer’s brand strategy. They must consider appearance, functionality, and requirements for marketing and budget. The final design is approved by stakeholders and sent to production.
A packaging specialist is a design professional focused on developing product packaging. These individuals are responsible for choosing the packaging materials and methods for certain products and may also create the graphics associated with the various packaging. They often interact with production, sales, operations, and marketing to determine the best plan for a specific item. In an agency environment, a packaging specialist is often part of a team and may be required to participate in client meetings to ensure the packaging strategy aligns with the client’s overall brand strategy.
One of the main things a packaging specialist must consider is appearance. This means that the packaging must convey an impression consistent with what the manufacturer wants customers to think about the product and the company. For example, customers would expect an organic or “green” product to have relatively simple and straightforward packaging. If the graphics or design appear overly complicated, the customer may doubt the environmental claims made by the manufacturer.
When creating the design and graphics, a packaging expert should also consider including messages. This may include logos for the corporation and any certification or approval agencies. It can also include the product name and messages like “new” or “improved”. Messages also include large sections of text that may be needed, such as compatibility specifications on computer software packages or story summaries on movie packages. Additional required messages may include warnings or notices specified by government or regulatory agencies.
While the appearance of a product package is a critical part of the package’s design, it is also important that the package be functional. For example, a liquid must be packaged in a waterproof container. Some packages are designed to be resealable, to allow product spillage, or to provide other advanced functionality.
A packaging specialist must find out all the requirements in relation to the specific product. She must consider how the product will be marketed in a retail store or otherwise sold and what kind of budget is available. This often means talking to internal stakeholders and, in some cases, external customers. Once all information is gathered, the specialist creates a package design and makes modifications until all necessary approving parties agree on a final design. When this happens, the packaging specialist will provide all artwork and data files to the production facility and proofing may need to be approved before the final package is manufactured.
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