Package design: Elements of success

PACKAGING is playing an increasingly important role in cosmetics as more brands are striving to make their products stand out from the crowd on the shelf. How to create successful packaging via design?

Brigitte Evrard, co-founder of the global packaging design competition Pentawards, shared her insights with Happi Asia.

What are the major design differences between packaging in the West and in the East?

Brigitte Evrard: Many elements are different, but the most significant – particularly with those from China – are:

• Typography, Chinese calligraphy, Chinese symbols;
• Illustrations, based on tradition, such as dragons, landscapes, flowers, etc.;
• Shapes – bottles and jars are often very different;
• Materials, such as textures, paper and textiles used in packaging;
• Colors, which have a different significance in the East and in the West. In Asia, the use of pastel colors, as well as gold, is important.

But also, consumption habits are different. Food, perfume, drinks, even washing powder, are perceived completely differently in the West and in the East.

When I talk about consumption habits, this has to do with all what make differences between our two cultures. If you look at commodity products such as rice, it will be packed very differently in Asia than in Europe, same for dry food or tea.

For the Western consumer, Chinese tea will be very exotic, when for the Chinese consumers, it will be a common product even if you find high class teas in luxury packaging. Regarding perfume, the concept of perfume is quite recent in Asia, so the designs are very different as well, always with a traditional touch in Asia, when it might be very futuristic in the West.

An increasing number of Chinese local brands, especially in beauty care industry, are positioning themselves as international while using traditional elements in the products. How can these brands keep their uniqueness via packaging design?

Ms. Evrard: Their uniqueness comes from the long tradition and history of China, this makes them special and can be used at international level in packaging design as long as it remains original and credible for other markets.

It is not necessary to copy western products to be successful; on the contrary, being very original is an asset.

How can a package achieve its aesthetic look while still maintaining its functionality via design?

Ms. Evrard: Functionality does not mean bad design, the most beautiful designs are often very functional. Of course functionality is one of the great objectives in packaging. The industry has largely contributed to improve the functions, such as opening, closing, protecting and transporting. Nevertheless, aesthetics are still considered in a large part.

What do you see as the big trends in packaging design, especially in the East?

Ms. Evrard: In the future, packaging design will have to consider cost-reduction, recycling and ecology. But these elements are not the only ones to consider, as recycling is first of all a question of education, and organization by the country’s authorities. If nothing is done to recycle, packaging cannot only be taken as responsible for pollution.

Eco-friendly design usually means less decoration in packaging, does this mean packaging in future would become simpler?

Ms. Evrard: Eco-friendly design will be simpler, less different materials, lighter weight, but will not mean bad design. Simplicity in design is very often excellent, but is much more difficult to create, it will be a real challenge for designers.