Publication: PRODUCT PACKAGE DESIGN & THE CREATIVE PROCESS
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Date
2026-04-16
Authors
Blow, Emma
Brooks, Nicole
Dearing, Emmalisa
Delano, Eli
Gallagher, Emily
Plourde, Keegan
Raymond, Samantha
Reardon, Annabelle
Journal Title
Journal ISSN
Volume Title
Type
Poster
Abstract
The United States accounts for approximately 28–34% of the global packaging design market, making it one of the largest and most influential markets worldwide. This is reflected in consumer behavior, with 72% of consumers saying packaging design influences their purchasing decisions. As a result, packaging design has become one of the fastest-growing areas within the graphic design field.
In Graphic Design II, one of the assignments is to design a product package. Before beginning the design work, students create a process book that documents the development of their packaging solution. This project addresses a specific design problem and target audience while focusing on introducing a new product and developing a cohesive packaging system that clearly communicates its purpose, appeals to intended users, and stands out in a competitive market.
Research is a key component of this process. Students analyze competitors, industry trends, and target demographics to inform their design decisions. This research supports both functional requirements and branding goals, while visual and competitor analysis helps identify opportunities for differentiation. The creative process involves brainstorming and developing ideas through sketches, mood boards, and explorations of typography and color, leading to a refined visual direction. Feedback from peers and the instructor further supports the evolution of the concept, improving clarity, hierarchy, and overall design effectiveness.
The final deliverables include both a completed process book and the assembled product packaging. Together, these components demonstrate the full design process, from initial research and concept development to a finished solution that responds to both industry standards and consumer needs.