Key Questions to Guide Your CPG Packaging Design

Designing effective food and beverage packaging goes beyond just looking great—it’s about making a lasting impression. Before diving into design, here are essential questions to consider that will help you capture your audience’s attention and meet market demands.

1. Define Your Customer

Start with a deep dive into who your ideal customer is. Spend ample time here; the more specific you are, the better your design will resonate. If you’re not sure where to start, try a customer persona template to break down demographics, lifestyle, and purchasing influences.

Ask Yourself:

Who are they, really?

What influences their choices?

What are they aiming to achieve?

With a clear picture of your customer, creating packaging that speaks directly to them becomes much easier.

2. Survey the Competitive Landscape

Next, examine the shelves where your product will compete. Look for what stands out in existing brands, noting the qualities that appeal to you—like bold color schemes, unique materials, or innovative typography. Also, check out social platforms (Facebook, Instagram, Pinterest) and sites like Amazon and Google for insights on how similar products are received.

Ask Yourself:

What’s missing in the current options?

Where can my product fill a gap?

What strengths can I leverage from competitors’ packaging?

Gathering inspiration from competitors helps you identify what’s working and what you can improve on.

3. Balance Form and Function

Your packaging needs to appeal to three groups: distributors, retailers, and consumers. A great design is functional across the entire supply chain. When researching shelf sets, pay attention to the products that hold up well and those that don’t. Think about what makes certain products easy to handle and stock.

Ask Yourself:

What packaging styles are prevalent (pouches, boxes, etc.)?

How are shape and size affecting shelf placement?

How can I stand out while keeping it practical?

Striking the right balance ensures your packaging not only looks unique but also works well at each stage of distribution and sale.

4. Focus on Messaging

Your design needs to communicate quickly and clearly. List everything you want customers to know about your product—but keep it simple. Images and visuals are just as impactful as text, so consider what you can convey through imagery as well as words.

In addition to marketing messages, remember you’ll need space for ingredients, nutritional information, and certifications like Organic or Non-GMO.

Ask Yourself:

If you were sampling in-store, what key points would you want to convey to get someone interested?

Does the packaging answer: What is this? Who makes it? Why is it different?

Is there guidance on the best way to consume or use the product?

With these questions in mind, your packaging can make a strong first impression that’s both informative and engaging.