Packaging design to innovate the four tricks to master first

Design is not a fixed concept; it must evolve and adapt. Designers come from diverse backgrounds, and they need to be open-minded and adaptable. As the design landscape changes, professionals should focus on integrating new elements and experimenting with innovative techniques.

First, tailor packaging to your target audience.

Unilever’s AXE line of products has a clear market positioning: young adults aged 18 to 35. Their packaging is designed specifically to appeal to this demographic. The bottles are made of thick, black plastic with a rugged look that resonates well with younger consumers. These containers are not only functional for holding shower gel but also feel familiar, like a lubricant bottle—making them easy to use and visually appealing.

Second, create reusable packaging solutions.

The small beverage market is highly competitive, and many believe there's little room for innovation. However, one foreign tea company introduced an original approach. They launched a product that combined tea with pomegranate juice, a unique blend that caught attention. The packaging was equally impressive: the drink came in a standard glass bottle with a lid and a heat-shrink label. The label clearly stated: “Remove the label and keep the bottle.” At around $2.79 per bottle, it’s not expensive for bottled tea, but customers can get a free glass bottle without worrying about recycling, making it both eco-friendly and cost-effective.

Third, use double-sided printing on labels.

If your product is a transparent liquid in a clear bottle, you have a great opportunity to enhance your packaging design at a low cost. Consider printing on the back of the label. While standard information shouldn’t go there, you can include engaging content such as debates, company stories, or usage tips. This simple strategy allows you to provide more value to your customers while maintaining a clean and professional package appearance.

Fourth, make your packaging fun and engaging.

Interesting packaging isn't just for kids. Adults also appreciate creativity and novelty. Bright colors, unusual shapes, and playful designs—common in children’s products—can be adapted for adult-oriented items, provided they are refined and elegant. The wine industry was one of the first to embrace this trend. A quick visit to local shops will reveal bottles featuring animal-themed labels, such as penguins, kangaroos, and swans. Instead of creating a penguin-shaped bottle, simply printing a penguin on the label can make the product stand out and capture attention.