What Makes Good Design? Insights from Packaging
What Makes Good Design? Quality of (Packaging) Design and How to Measure It It
Design is a powerful tool in the modern marketing mix. But what makes good design – and how can it be distinguished from bad design? Although design has long since established itself in an economic context, there is still a lack of clear standards for evaluation. As a result, design outcomes are developed, interpreted, and assessed in widely varying ways.
It is indeed possible to evaluate design systematically and objectively – especially when the goal is to increase demand and ultimately boost a product’s sales. A well-thought-out strategy ensures that all the requirements for good design are taken into account. For successful products in particular, arbitrary design changes can be risky. Conversely, good design can form the foundation for long-term brand success.
What Exactly Is Design – and What Makes Good Design?
Design is far more than decorative packaging. Yet because it is a relatively young discipline, clear standards are often lacking in both education and practice. The term “design” is therefore used in very different ways – ranging from a superficial understanding in the sense of “home design” or “nail design” to strategic process design.
What makes good design can, however, be clearly defined: it serves a function, communicates values, differentiates products from the competition, and influences the purchase decision. Design must not become an end in itself, but should contribute to a concrete objective.
Packaging Design in the Marketing Mix
In the field of fast-moving consumer goods (FMCG), packaging design plays a central role. It is often the first point of contact between the product and the consumer. And since up to 70% of purchase decisions are made at the shelf, visual design is a decisive success factor.
Within the marketing mix, packaging design takes on the role of the silent salesperson, linking product policy with communication strategy directly at the point of sale.
Good Packaging Design …
- conveys brand identity,
- builds trust,
- creates impact at the point of sale (POS),
- and, in the best case, leads to an immediate purchase decision.
What Makes Good Packaging Design: The 4 Key Requirements for a Design Brief
To achieve truly effective packaging design, it is important to take a strategic approach. This is the only way to professionally distance oneself from personal, taste-driven, and thus less constructive design evaluations, and to arrive at well-founded decisions in the design process. Everything starts with the briefing.
Only when the task is clearly defined at this stage are the foundations in place to evaluate results objectively and avoid “gut-feel” decisions. In this sense, a design project is closer to mathematics than to fine art.
A design briefing must contain the following four pieces of information:
1. What does the product stand for? What is it trying to tell me?
Central to this is the product concept: starting from a product benefit that is relevant to the user, a concept is formulated. Traditionally, this task falls within the scope of marketing. If a smaller SME does not have the necessary resources, the design agency can provide support, provided it is set up accordingly. For example, in a workshop, the positioning of the product or brand can be refined. This part of the briefing must give the design agency a clear objective for the associations the packaging design should trigger in the consumer. Later, it should be part of the presentation to explain, for each design alternative, why that particular design has the potential to evoke exactly those associations. This can be done in connection with demonstrating established visual codes for certain values.
2. Consider the company strategy:
Good design looks to the future: if product range extensions are planned, the packaging design should be conceived from the outset to be modular and expandable. Relaunches must also be carried out with care – especially when the current design has contributed to the brand’s success.
3. Win with change or risk losses:
A key question in any packaging design project is whether it involves a product launch (new introduction) or a relaunch (revision of an existing product). Especially in the case of relaunching successful products, it is crucial to analyze whether the brand’s previous success is due to the existing design – or whether the product has performed well despite its design.
4. Convey essential expertise through category codes:
Successful packaging design is guided by established category codes – visual patterns and colors that consumers associate with specific product categories. These visual habits have usually developed over many years. For example, silver was long considered a symbol of strong hold in hairsprays. Today, more colorful packaging dominates, as “hold” is taken for granted and aspects such as creativity and individuality have become more important.
Good Design Is Future-Proof – Through Trend Research
Another criterion for what makes good design is its future viability. Several years often pass between design development and product launch – during which visual habits can change. Those who design today must already be thinking about tomorrow. Current design trends and shifts in target audiences should be taken into account early on to avoid a design that appears “visually outdated.”
Impact Power: Good Design Attracts Attention on the Shelf
Good design must stand out – especially at the POS. Colors, contrasts, typography, and shape determine whether a product catches the eye. Simulated shelf tests help evaluate the impact of different design variations and select the best option.
Our Design for Labello: Significant Shelf Impact Boost
Strong Brands as the Foundation of Good Design
Strong packaging design requires a strong brand. It provides orientation, builds trust, and serves as an anchor for product extensions. Well-known brands such as NIVEA or Milka are good examples of how a visual brand idea can be successfully transferred to new categories.
Our dmBio design also delivers strong impact with its powerful logo and clear design architecture, offering endless possibilities for line extensions and brand diversification.
Clearly Structured Brand and Design Architecture
Major brands require clear hierarchies – both within the product range and in the design. The packaging must clearly communicate whether it is a new product, a sub-brand, or a limited edition. A well-thought-out design architecture ensures clarity and recognizability.
Our relaunch design for Hidrofugal impresses with clear structures and ensures optimal consumer orientation.
Design Quality Is Measurable
Subjective tastes should play no role in design evaluation. Instead, clear evaluation criteria are needed:
- What goals were defined?
- How well does the design meet these goals?
- What impact does it have on the consumer?
Only when design is developed strategically and evaluated systematically can its quality be measured and assessed objectively.
What Makes Good Design: Success Stories
Numerous case studies show that design can bring about measurable market changes. For example, following a targeted shower gel relaunch without any additional advertising measures, NIVEA significantly increased sales. Likewise, the retro edition of Beck’s achieved outstanding sales with a historic label.
Conclusion: What Makes Good Design?
Good design is strategic, functional, and future-proof. It is guided by clear objectives, communicates precisely, and appeals to the consumer both emotionally and rationally. Above all, however, it is not a product of chance – but the result of a well-thought-out, structured process. Anyone who wants to understand what makes good design must see design not as art, but as a strategic tool – with a measurable impact on brand perception, purchasing decisions, and market success.
