The 7 Tenets of Iconic Packaging Design

At Invok Brands, our collective experience in packaging design and strategy has given us the opportunity to reflect on some of the key elements that define successful branding projects. While each brand is different, we have found that there are some common characteristics that can be found in all iconic packaging design.

As such, we have created The Seven Tenets of Packaging Design, which aims to take the subjectivity out of making packaging design decisions and give you the confidence to move forward with a design solution that excites and informs your audience.

The Seven Tenets of Packaging Design:

• Embraces and furthers a brand’s identity

• Employs a unique visual architecture

• Simplifies information and has a clear communication hierarchy

• Owns a color

• Tells a story that connects emotionally

• Highlights compelling features and benefits

• Promises an experience

Embraces and furthers a brand’s identity:

The packaging elevates the brand and becomes a central driver in recognition and affinity. It is the single most powerful tool in conveying the brand’s personality and promise to the consumer.

Employs a unique visual architecture:

The packaging showcases the master brand and all subsequent product information in a distinct and engaging manner. Through an ownable two-dimensional graphic structure, the consumer is attracted to (and becomes familiar with) a memorable visual signal.

Simplifies information and has a clear communication hierarchy:

A simple and well-organized structure of brand and product information allows the shopper to quickly decipher key features and benefits, ultimately making their purchase decision easier.

Owns a color:

The packaging employs a color (or color system) that is differentiated from the competition and stands out on shelf – attracting the target audience and supporting key brand and product attributes.

Tells a story that connects emotionally:

Deploying a purposeful visual language and tone of voice means that the packaging will resonate on an emotional level as well as a functional one, connecting with the target audience and appealing to their sentiments.

Highlights compelling features and benefits:

The packaging leverages design elements such as type and iconography to ensure key product differentiators are celebrated and easily understood. Features and benefits should be limited to the most compelling, and highlight the positive outcomes that consumers desire.

Promises an experience:

The packaging structure and visual identity system must inspire the consumer, generating excitement and anticipation for the product experience that will unfold. Touching on both the consumer’s functional and emotional purchase drivers, the design should move the product from a want to a need.