A packaging specialist is a designer who specializes in creating product packaging. These individuals are in charge of selecting the materials and methods for packaging specific products, as well as creating the graphics for the packaging. To determine the best plan for a particular item, they usually consult with the production, sales, operations, and marketing departments. A packaging specialist in an agency setting is often part of a team and may be required to attend client meetings to ensure that package strategy is consistent with the client’s overall brand strategy.
Look and feel is one of the most important factors to consider for a packaging expert. This means that the package must convey the impression that the manufacturer wants customers to have about the product as well as the company. Customers, for example, would expect an organic or otherwise “green” product to be packaged in a simple, straightforward manner. If the graphics or design appear overly complicated, the customer may be skeptical of the manufacturer’s environmental claims.
A packaging expert must consider the messaging to be included while creating the design and graphics. Logos for the corporation as well as any certifying or approving agencies can be included. It can also include the product’s name as well as messages like “new” or “improved.” Large sections of text, such as compatibility specifications on computer software packaging or story summaries on movie packages, are examples of messaging. Governmental or regulatory agencies may specify additional required messaging, such as warnings or advisories.
Though the appearance of a product package is important, it is also essential that the package be functional. A liquid, for example, must be packaged in a watertight container. Some packages are made to be resealable, to allow the product to be poured, or to have additional features.
A packaging expert must figure out all of the requirements for the specific product. She must then consider how the product will be merchandised in a retail store or sold in other ways, as well as the available budget. This frequently entails consulting with internal stakeholders and, in some cases, external clients. Once all of the necessary information has been gathered, the specialist creates a package design and makes changes until all of the required approval parties agree on the final design. After that, the packaging expert will send all data and art files to the production facility, and may be asked to approve proofs before the final package is made.