Packaging has been for long an ignored discipline of design. But the trend has changed nowadays, and it is becoming an exciting space for designers to showcase their artistic and innovative skills. Graphic design studio, Impprintz, derives inspiration from the products to add to the experience of the buyer and user. Here, Simran Sahi and Rahul Sureka talk to Creative Gaga about how they successful packaging!
CG: Your designs seem to follow a geometric formula and are pretty systematically arranged. Is that your design style, or does packaging follow a standard formula that clients ask you to apply?
Impprintz. The idea is to keep things simple yet delightful. With packaging, it’s not an anomaly to face a series of variants within the same product range. Therefore, the challenge lies in creating something different while maintaining a strong cohesive visual family. Another vital element for packaging designers to be mindful of is information architecture which helps buyers navigate systematically through the communication.
CG: According to you, what makes a successful packaging design? You use a varied sense of bright and attractive motifs. Is that what you feel makes a product stand out on a shelf with other competitive brands?
Impprintz. The inspiration for packaging is more or less derived from the product and its unique attributes. Packaging design can be successful on various levels and often requires a combination of attributes like its ability to attract, engage and inform. Simultaneously, it must also deliver a tactile experience with the apt choice of material and optimum fabrication, a well-thought-out functionality, and the difference and joy in it. Of course, the well-designed and attractive packaging on the shelf is going to grab your attention.
CG: How is packaging different in today’s times? Apart from just a pack that people throw away, how do you get your designs to serve a greater purpose? Or is the purpose only to lure people and then packaging design loses its purpose as soon as the product is purchased?
Impprintz. The primary purpose of any successful packaging is to protect the product. By using vibrant and positive colour schemes, artistic illustrations and imagery and durable materials, packaging can prove to be an informative, enriching and an educative experience even in the process of selling/buying the product.
CG: How is packaging for an incense stick different from say, a bottle? Do you believe it’s the same thought process and concepts that need to be exercised or does packaging design vary from project to project?
Impprintz. In terms of process, all packaging design projects begin with a similar set of questions and critical analysis, but then they begin to take shape within their own parameters. Each project has its unique requirements, vision, communication, market segment, timelines and fabrication possibilities. What never changes is the spirit to deliver the best; more than what the client asks for.
CG: And finally, what advice would you give people who want to take up packaging design and make a difference?
Impprintz. Packaging design is a field in itself. It is a container of creative storytelling where two-dimensional design meets the third dimension. It is important to promote people, products, and concepts that you believe in. Keep trying new methods and ideas; there is always more to learn.
Published in Issue 26
Packaging is the first vital step towards enchanting the audience. Who doesn’t like a cute box or a trendy bottle? With this issue, Creative Gaga lets the cat out of the box to reveal the world of packaging design. Featuring various local and international designers like Petar Pavlov from Macedonia and Brandziac from Russia, Elephant Design and Impprintz from Pune, the issue promises to be a keepsake for many.
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