The design phase of a packaging does not simply concern the creative dimension but responds to a series of rules, the knowledge of which is essential to be able to create a package that can not only contain but to tell and communicate with the consumer.
It is in this sense that we talk about the structure of packaging because we want to break down packaging into its fundamental parts and assign to each its role, so as to give you the right tools to design effectively.
According to the Italian Packaging Institute "A well-designed packaging has the ability to stimulate the feelings of the consumer by leading it or towards new desires, which the product will promise to satisfy, or towards the search for reassurances, that brand recognition will provide. To guide the user towards the purchase the package must be original but recognizable, but above all it must know how to communicate in a simple and clear.
The areas that make up the structure of the packaging are 3, the front, the back and finally the sides:
The front: performs very important functions such as attracting the consumer, and facilitate the recognition of the brand. It must attract the attention of the consumer.
The back of the packaging: is used to insert information related to legal obligations such as the nutritional table for food. This area might seem less interesting from a design point of view as it is less creative. Instead, especially in recent years the back of the packages is increasingly taking an important role.
Part on the sides: probably the least observed part by consumers, at least when collecting information for the purchase. You can use this part of the packaging to provide advice on the use of the product, suggestions to consume food creatively or to insert other information that helps to build the relationship between the consumer and the company.
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