The document provides 8 packaging design tips for creating effective packaging: 1) Consider the needs of both trade buyers and consumers. 2) Shoppers give packages only 5 seconds of attention from 5 feet away. 3) Test designs in actual store environments like supermarkets where conditions can obscure packages. 4) In club stores, the tray a package sits on is important. 5) Shapes like circles and squares attract more attention than text-heavy designs. 6) Design should reflect the product, not the designer's style. 7) Seek simplicity with no more than a few key points. 8) Contrasting light text on dark backgrounds or vice versa improves legibility.

1. 8 Packaging Design Tips
Essential – but often ignored – Tips
And How to…
Avoid Disasters at the Shelf
Dale Casto, President; Wright Design, Inc. 978-635-9997 dcasto@wrightds.com www.wrightds.com

2. Package Must Sell 2 Target Audiences
Trade (buyer) Consumer

3. The 5 and 5 Rule
The shopper gives you only 5 seconds, 5 feet from the shelf

4. Consider the Supermarket Selling Environment
• Frozen food worst case – misty door obliterates package
• Judge the final package design concepts in the store

5. Consider the Club Store Selling Environment
In Club Stores:
•The TRAY is more important
than the package
•A good design can turn
disadvantages into advantages!

6. Shapes Attract the Eye
Ovals, circles, squares…all forms – are more effective than text

7. Avoid Pretty and Cute
Design should reflect product strategy – not designer’s style
The product is hero, not the design

8. Seek Simplicity
• The more points you make –
the less likely any will register
• Less is more in any
communication

9. A Case for Legibility
• Upper + Lower case combinations read better
than all upper case
• UPPER + LOWER CASE COMBINATIONS READ
BETTER THAN ALL UPPER CASE

10. Contrast is Legibility
Use LIGHT lettering on a dark background
Use DARK lettering on a light background

11. Embrace the Tried and True
Appetite appeal always works in food packaging

12. You Need Professional Help
1. Your package is your most important
communications medium
1. You need a hard working, sales generating,
package with trade and consumer appeal
1. Call us for a consultation…

13. See a professional…
…and get the job done Wright !
For additional information,
go to www.wrightds.com/blog
Wright Design, Inc.
898 Main Street, Acton, MA 01720
978-635-9997
Contact: Dale Casto
dcasto@wrightds.com
www.wrightds.com