Marie Redding, Associate Editor12.04.17
Deciding whether to use a bottle, tube or jar is only the first step in the packaging process—it is the decoration that completes the look and conveys a brand’s image, striving to form an emotional connection with the consumer. The right decoration can elevate a stock package, and tell a story about what’s inside a bottle, jar or tube. When a product’s carton also reflects the brand’s story in its design, it elevates the user’s experience with the product. It is the first part of the package the user opens at home.
Shiny surfaces on collars and caps, which are often achieved using metallization processes, might convey a “sleek” look, and a skincare product’s smoothing benefits. Hot-stamping or various labeling techniques might add shine, to make a holiday carton sparkle and look “giftable.” A minimalist design on a label is often a good fit for an apothecary-inspired bath and body brand. A realistic photo-like image on a bottle or tube might focus the consumer’s attention on a specific ingredient in a haircare product.
“Color, texture, and effects are all design cues
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