Everything you need to know about packaging design

Packaging design is an artform, and it’s one of the most prominent in the modern world. Every time you pass by a shop, prepare food or buy a product, you’re engaging with [customized packaging](https://www.stickermule.com/custom-packaging) that someone has carefully considered from multiple perspectives. 

It’s a deceptively nuanced skill. Good package design: 

- Works within an expected formula: people expect shoeboxes, toothpaste and tablets to fit within a formula, for example 
- Serves a practical purpose: it must maximise space while looking good and maintaining the integrity of the product inside (whether it’s milk or M&Ms)

Package design can be implemented to scale (those aforementioned shoeboxes) or at an individual level, like a personalised gift, for instance. 

Before we go into the design bit, let’s discuss packaging objectives in detail. Your carton of milk does more than hold liquid... 

## What is the purpose of packaging? 

The accepted wisdom when it comes to packaging is that it serves seven specific functions and falls under 4 types. 

### The 7 Functions of Packaging 

1. It must attract buyers’ attention: does it make you stop and look? 
2. It has to protect the goods inside: nobody wants stale bread or broken machines
3. Packaging should be easy to open and use
4. Relevant information and description of the contents should be clearly visible 
5. Benefits of the product inside should be explained
6. Information like warranties, warnings and consumer information should be included: age ranges for toys, for instance; poison warnings; use-by dates; or if it requires batteries, and so on
7. Provide information related to value, price and the products’ use 

### 4 Types of Packaging 

Naturally, different products require different packaging. Here’s a breakdown: 

__1.__ __Anti-corrosive packaging__

This protects what’s inside with (for instance) extra layers of bags, bubble wrap, and even oils and paper. You might use it for metals that have to travel great distances or products crossing climate zones. 

__2.__ __Plastics packaging__

This is used for items that need protection from air, dust and water (among other elements), but are non-perishable. So think small components (headphones, say), toys, batteries and so on.   

__3.__ __Pharma packaging__

This is sometimes called “drug packaging”. It’s a sensitive, precise discipline, as it involves perishable, valuable and often delicate contents like surgical devices, dosages (liquids and solids) and sometimes even blood.

__4.__ __Flexible packaging__

As you might imagine, this type of packaging is capable of changing shape without compromising the freshness of what’s inside. 

### The 3 Ps of Packaging 

Some of these criteria were outlined above, but the “three Ps” formula is a handy way to remember the most important aspects of the trade. Packaging must: 

__1. Protect__
Every package must shield the product throughout its journey. The protection should survive the journey from its creation (whether that’s in a kitchen down the street or a factory in another continent) to its unboxing by the customer. 

__2. Preserve __
The package must maintain the product’s freshness and/or usefulness for the agreed-upon time. Naturally, this is especially important when it comes to food and medicine. But it also applies to less perishable products like clothes.

__3. Promote__ 
The package should be aesthetically appealing and on-brand. It should also (as mentioned earlier) contain all relevant information. 

## Levels of packaging 

Packaging exists in levels, from the warehouse boxes to the display units to the items sitting on store shelves (to use one example). 

These levels are categorized by point of contact. In other words, the more likely a customer is to open a package themselves, the more likely it is to be “primary”. Here’s how it breaks down: 

### What is primary packaging?

This is sometimes known as “consumer” or “retail” packaging. It’s the package that the consumer will open themselves, whether it’s a box on a shop shelf or the last piece of plastic wrapping around a tshirt they bought online. Our own [poly mailers](https://www.stickermule.com/blog/introducing-poly-mailers) are good examples of primary packaging by mail, working like strong, plastic envelopes and used for soft goods. 

### What is secondary packaging? 

Secondary packaging might be a box for the box, like a 24-pack slab of beer, for instance. But it also applies to mail order packaging, like the box that your goods were shipped in. Secondary packaging also includes add-ons, like tape. 

### What is Tertiary Packaging? 

Tertiary packaging is usually not seen by the consumer. This is the larger package for containing multiple goods, bringing them from a factory to a shop’s warehouse, for example. 

### Characteristics of good packaging

So what makes good packaging? All good packages have the following in common…

__1. They look appealing__

Not only that, but their appearance is consistent with the product. That might be quirky, dependable, chic, and so on.

__2. Good packages are convenient __

They’re no bigger than they need to be, they use space well, and they’re easy to carry, open and (if necessary) re-close. If it needs built-in grooves or handles for carrying, then they should be added.

__3. An effective package is economically sound __

Remember, if a product is successful, it will be shipped and sold in bulk. And savings grow with scale. So that first package you decide upon should be affordable. 

__4. Packages tell stories __

At a glance, the consumer must be able to tell what a product does, why it’s worth purchasing, and any pertinent information (sell by dates, for instance). Pictures tell a story too, of course. A photo of ripe tomatoes may not be Moby Dick, but it’s important to the story of a bottle of ketchup!

__5. Strong packaging is distinctive__ 

This is a tightrope: you want your packaging to be distinct, but not so much that it sacrifices information or customer expectations.
 
__6. They keep the product safe__  
Mentioned earlier, but pretty essential: the package is the final line of defence between a product and the outside world! 

## How packaging is different from branding and labeling 

The terms packaging, branding and labeling are often interchanged, used incorrectly or even combined, so let’s clear up the distinction between them. 

### Packaging vs. labeling

Packing, as established, can be summarised as the container your product arrives in (be it a packet of cheese or your new smartphone). Labeling is the information on this package. This isn’t restricted to just labels or tags - in this context, “labeling” means all of the information on the package, even if it’s been printed directly onto a bottle. 

### Packaging vs. branding 

Branding is a much broader proposition. Your company branding is the emotional connection that your customer feels. That might be sentimental, a sense of fun, luxury, value, and so on. You can portray this emotion in several ways, of course, including in how your packaging looks.

## Why is packaging important? 

Think of the last thing you bought that you were excited about. Even though that candy bar/phone/dress was exciting in itself, the packaging was part of the story too. 

It’s not surprising (at least to us!) that unboxing videos are so popular on YouTube. As [YouTube](https://www.thinkwithgoogle.com/data/youtube-unboxing-videos-watch-time/) said recently: “The amount of time people have spent watching unboxing videos just on their phones is the equivalent of watching the holiday classic Love Actually more than 20 million times.” Unboxing is anticipation - a magical moment. 

### Packaging is called “the silent salesman”

Like the best salesmen, packaging can sell to people who don’t even know they’re being pitched to. 

Traditionally, this applied to items that were seen in shop windows and aisles; but the principle works for online shopping too. If a product is tastefully and distinctively packaged, it’s exciting to receive in the mail. And, naturally, this can drive repeat business. 

You may not be thinking about packaging aesthetics so closely, but there’s a good chance your competitors are. 

### How packaging adds monetary value to the product

At this stage you probably appreciate that a package is more than just a functional container. But how can it add monetary value? 

Pricing is based on perception (among other things), and a package helps communicate its contents’ worth. Books are judged by their covers, coffee cups change with the seasons, and packaging often represents the products’ design philosophy (Apple is a classic example, with sleek, minimalist boxes for their similarly intuitive products). 

### How packaging attracts customers with shorthand

There’s a language to packaging that we all speak fluently, even if we don’t do it consciously. And good packaging designers speak this language to communicate with customers. 

__Color __

We know which colors represent which kinds of products; children’s cereals have bright primary colors; foods marketed as organic tend to have autumnal hues like brown and orange; washing detergents veer towards green and blue (colors synonymous with water).   

Tech products tend to have black, white and shades of metallic blues and grays. 

__Brand recognition__ 

A logo speaks a thousand words, to the extent that many brands simply forgo text in favour of an image; the Nike swoosh, the Adidas leaf or the eponymous fruit of Apple. 

These logo recognitions didn’t happen overnight, of course, but they are examples of an effective anchor symbol that can become an asset for a product. And the packaging then serves as countless mini billboards. 

__Branded packaging __

A more recent evolution is in the actual shape and size of the package becoming synonymous with a brand. The Red Bull can is a good example, but you can see it everywhere you look, especially in high-end fragrances; the Gautier perfume bottles shaped like the brand’s sailor mascot, for instance. 

Communicating with materials 

It’s possible to convey a message with the strength and materials of a package: strong, impervious boxes suggest a valuable, special product inside; recycled packages send a different message, conveying a conscientious company. 

## How do I design my product packaging?

So, where to start on this product packaging journey? 

__1. Start with your own logo and coloring__ 

If your logo is, say, pink on a gray background, that’s a perfect place to start, colour-wise. 

__2. Browse for inspiration__ 

As you might expect, good ideas are everywhere, including on our own site. We’re especially proud of our work with etsy products. Our [guide to etsy brand packaging](https://www.stickermule.com/blog/brand-package-etsy-products) covers everything from materials, to strings to tape and beyond. 

__3. Go to your local store! __

Bring a notepad and go to your favourite stores to see how products you like are packaged. Take pictures, and note specifically what you like about their shape, design, size, colours, messaging and materials. 

## How can you make your packaging environmentally friendly?

This is of increasing concern both to consumers and businesses. Here are the key steps: 

### Biodegradable packaging 

You can use materials that are biodegradable, so can be safely put in with compost waste, replenishing the earth. Naturally, this means no plastics! 

### Recycled 

Going further, you can wrap your products in entirely recycled materials. Paper is the best-known recycled material, but reclaimed plastic is growing in use and popularity too. 

### Recyclable 

Another option growing in popularity, packing your product in easily recyclable material can make a difference. 

### Communication

This is growing in importance: many consumers simply don’t know what can and cannot be recycled, so clear instructions on the packaging for each of its materials is a good idea.

## How can you make your packaging design stand out?

It can be tricky to create unique packaging, inventing packaging in a crowded market, but it’s entirely doable if you have an open mind and a little imagination. And there are resources out there to help make your package design stand out. For instance: 

### 1. Use packaging inserts
 
Inserts are a lovely idea - a little extra in the package to make it memorable. This can be a card, a note or something else. For more, read our [guide on package inserts](https://www.stickermule.com/blog/how-to-create-package-inserts-that-work). 

### 2. Consider custom packaging tapes 

Fun fact: you can customise packing tape, to add personality and branding to an otherwise bland, functional item. We have a [guide to branded vs regular tape](https://www.stickermule.com/blog/branded-packing-tape-vs-regular-packing-tape), plus some [creative ideas for custom tape](https://www.stickermule.com/blog/7-creative-packaging-tape-designs). 

### 3. Use printed packaging 

A stamped print on a package has an endearing, retro feel, and can be unique to your company. It’s just one of our tips in our [guide to making packages stand out](https://www.stickermule.com/blog/5-inexpensive-ways-to-make-your-packages-stand-out).

### Sticker Mule - the whole package 

Sticker Mule are industry-leaders when it comes to custom-stickers, packaging and just about anything you put in a container. Check out our range of [custom stickers](https://www.stickermule.com/custom-stickers) or hit us up for some [custom samples](https://www.stickermule.com/samples).




Here’s our complete guide to packaging, from principles of design to how to make your own packages stand out.

How to order bulk stickers quickly

Sticker Mule makes it easy to quickly order custom stickers in [bulk](https://www.stickermule.com/uses/bulk-stickers).

<YouTubeVideo videoId="VJlVyoBZxLw?rel=0" />

The [quick order tool](https://www.stickermule.com/quick-order) gives you a live quote instantly, no account required.

1. Select a product
2. Enter a size
3. Enter the number of unique designs for each size
4. Enter the total number of units per design

<ButtonCta text="Get an instant quote" href="https://www.stickermule.com/quick-order" />



The total will appear in the bottom right above the "add to cart" button.

If you’d like to move forward with a bulk order, you can upload your artwork and checkout. Within a few hours, we’ll provide you with an online proof for each item. You can request changes to each proof for free until you’re happy.

### Bulk discounts

We discount orders based on the total quantity ordered, including:

- Quantity of a single design
- Number of different designs
- Number of different products

These discounts are reflected in your cart and applied automatically to every order.

<ButtonCta text="Get an instant quote" href="https://www.stickermule.com/quick-order" />

Sticker Mule makes it easy to quickly order custom printing in bulk.

How to remove sticker residue

As much as everyone loves stickers, nobody likes sticker residue.

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Here are a few simple techniques for removing sticker residue.

### Rubbing alcohol
Use an old washcloth to apply rubbing alcohol to the residue. It should break down easily and then you can wipe it away with a damp towel.

### Goo Gone
[Goo Gone](https://www.amazon.com/Goo-Gone-Original-Liquid-Adhesive/dp/B07PW7J8QG/) is specifically designed for removing adhesive. Just spray the residue and wipe with a towel.

### Peanut butter
Take a small dab with your finger and rub into the residue. The oils from the peanut butter will break apart the stickiness. This method is a little unconventional, but works (and tastes) great.

### Other products to use
If you’re short on any of the supplies above, here are some other household products that work well:

- WD-40
- Nail polish remover
- Cooking oil
- Baking soda
- White vinegar
- Warm water
- Soap
- Laundry detergent

### Other techniques to try
If you’re still having trouble, here are a few more techniques you can try.

To remove residue from glass products, try soaking them in warm, soapy water overnight.

To remove residue from clothing, try scrubbing the residue with a toothbrush instead of a paper towel.

For glass, wood, and walls, try heating the residue for no more than 30 seconds with a blow dryer and then scraping it off with a putty knife.

Once the residue is gone, you’ve got a perfect spot for a brand new sticker.

<ButtonCta text="Try custom stickers for $9" href="https://www.stickermule.com/products/sticker-samples" />

Here are a few easy tricks for getting rid of sticker residue from any surface.

Convert any image to vector with Redraw

[Redraw](https://www.stickermule.com/redraw) is a brand new service that upgrades any image into a high resolution vector format.

<YouTubeVideo videoId="nr7tGu9yKh4?modestbranding=1&rel=0" />

Have you ever had an image that was too small, too blurry, or too pixelated to do anything useful with it? With Redraw you can convert your low quality artwork into an infinitely scalable vector graphic.

## What is a vector graphic?
There are 2 types of digital artwork: [raster and vector](https://www.stickermule.com/blog/raster-vs-vector-images).

Raster images are made up of a bunch of tiny pixels. As you enlarge a raster image, the pixels begin to be noticeable causing the image to appear pixelated.

Meanwhile, vector images are made from mathematical paths. As you enlarge a vector image, the shapes and colors never lose their clarity.

This makes vector images an ideal format for web or print.

## How does Redraw work?
Redraw works with all types of images: logos, illustrations, and even photos. Each Redraw can be ordered for a flat rate of $14, regardless of the difficulty.

Simply upload your artwork and checkout. Within a few hours we’ll send a proof showing how your new artwork will look. You can request changes to the proof for free until you’re happy (or cancel if you’re not happy).

Upon approval, your artwork will be available to download. You can also use the artwork to order custom stickers, magnets, and more.

<ButtonCta text="Order a Redraw for $14" href="https://www.stickermule.com/redraw" />

Redraw is a brand new service that upgrades any image into a high resolution vector format.

Staying safe

All bad things come to an end. We will continue investing and improving until this meets its end too. It’s frustrating that aspects of the outbreak are outside of our control. The good news is we already naturally do a lot of things right to protect our staff. Specifically:

1. Our factories are in quiet, uncongested and rural towns where “social distancing” is natural.
2. We already overbuy floorspace to maintain a comfortable factory environment and expanded spacing to keep people further distanced.
3. We have stringent cleanliness standards and regularly disinfect the workplace. Last week, we trained all staff to disinfect their workplace at more frequent intervals.

Additionally, we increased paid leave for all factory employees so everyone can comfortably stay home when sick and still get paid.

Outside the factory, Sticker Mule has been a remote company from day one. Going remote is a recommended action that many companies are just now taking. Luckily, we did not need to make any adjustments to go remote. It’s already the way we do things.

My #1 desire is to keep everyone positive and happy. Everyone in the world is thinking about how to solve this problem and we will get through it together.


How we're positioned to operate safely during the COVID-19 outbreak.

10 years of Sticker Mule

10 years ago Sticker Mule was born out of frustration. No one treated customers or employees as good as we felt was possible. We wanted to do better and set out to build the best way to shop and work. 

10 years later we beat all expectations. Sticker Mule is fast becoming a standard for what it means to be a great company. Businesses all over the world copy us and that's great. 

Many people laughed when we said we'd build a mega-brand selling stickers. Luckily, we love to be underestimated.

They said it's rare to build a successful company on your first try. We did. 

They said it's impossible without high profile investors. We have none. 

They said you can't build a big brand from a small rural town. We did. 

They said you need "experienced" people with fancy degrees. We don't. 

They said manufacturing is too hard for a startup. It’s not.

They said you need to run massive losses to grow fast. We don't. 

Sticker Mule is a story for the underdogs. The people who the “experts” say can't make it. Ignore the experts. Believe in yourself. 

10 years ago, a 70 year old that never used a computer before cofounded Sticker Mule after seeing the Internet for the first time. When asked "are you sure we can do this?" He calmly replied, "we never failed at anything and we won't at this." Today we make it a habit to do the impossible. 

Our new goal is to make the next 10 years happier for everyone. Financial “success” as a never-ending goal is a crazy thing. We started Sticker Mule with a plan to be fast, simple and fun. It’s time to focus on fun.

10 years ago Sticker Mule was born out of frustration. We wanted to do better and set out to build the best way to shop and work.

How to design sticker sheets in Adobe Illustrator

This tutorial is going to show you how to create an awesome sticker sheet using Adobe Illustrator.

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A [sticker sheet](https://www.stickermule.com/products/sticker-sheets) is a page with several peelable stickers, most commonly grouped in a theme. These are great for promotion or showing off artistic flair.

With Sticker Mule, designing your own sticker sheet is completely optional. 

You can send us a zip file of the individual designs and we'll lay it out for you. Or you can have total control over the final look by designing the sticker sheets yourself. 

## Step 1: Set up your sticker sheet artwork
For an easy start, we recommend [downloading one of our sticker sheet templates](https://www.stickermule.com/template/sticker-sheets).

Once you have the template open in Adobe Illustrator, make sure you are in the ‘Artwork’ layer.

![Sticker sheet template layers](https://storage.googleapis.com/sm-content/blog/eff2b65ccc39327978d88015661badad8ef56a55)

To find layers go to Window > Layers

Now you can start dropping the designs onto the sheet. 

![Sticker sheet artwork setup](https://storage.googleapis.com/sm-content/blog/d149cff938301b1201b91f7acef4500fc9e822dc)

From here, you're free to scale, position, or rotate your designs any way that you feel necessary, as long as it's within the sticker sheet box. 

Each sticker must be at least one inch by one inch and have a space of at least a quarter-inch around it measured from the sticker cut lines and not the artwork itself. 

## Step 2: Outline any text
If you're working with text, [make sure it's outlined](https://www.youtube.com/watch?v=9wBuY6KQR24) before you print. 

To do this, right-click on the text and press ‘Create Outlines’. 

![Creating outlines in Adobe Illustrator](https://storage.googleapis.com/sm-content/blog/7e019c69ea1c8e8d19151fb4b030b09141941b45)

## Step 3: Specify your cut lines
Now you can specify cut lines using a one-point stroke. 

A quick way to do this is to select all of your designs, copy them, and paste them on the cut line layer.

![Specifying cut lines in Adobe Illustrator](https://storage.googleapis.com/sm-content/blog/a2bdfaf3ca680fabbb47c627789f405d9fb09810) 

Then use the unite function in the pathfinder window. 

![Using the Unite function to create a cut line](https://storage.googleapis.com/sm-content/blog/635bc4247ba7f290f321e13697baf701d660c719)

Once that's done, just apply the cut line swatch as a stroke, and we'll know exactly how to cut your stickers once sent to production. 

If no cut lines are specified, we will automatically determine them for you. You will review this during proofing before print. 

For a more detailed explanation of this, check out our tutorial on [how to create sticker cut lines](https://www.stickermule.com/blog/how-to-create-a-sticker-cut-line).

## Step 4: Start your sticker sheets order
Once everything is looking good, you can save your Illustrator file, upload it, and start your order. This tutorial is complete!

![Completed sticker sheets design](https://storage.googleapis.com/sm-content/blog/da1c082d190a904e3cabb46b603a021d700e38a2)

## Further tips for designing an awesome sticker sheet:

- Design first and adjust later. Focus on getting your sticker designs laid out roughly and then if you decide that a certain sticker needs to be bigger or spaced further apart, it will be a simple adjustment. 
- Consider making your stickers full bleed. If your designs allow for it, you can make your stickers full bleed by extending your artwork an eighth of an inch beyond the cut line. Keep in mind that whatever is outside of the cut lines will remain on your sticker sheet when the individual stickers are removed. 
- Make the sticker sheet beautiful itself by adding non-sticker elements. A colorful background or a logo can add a really nice touch to the sheet once it's printed.

<ButtonCta text="Order sticker sheets" size="large" variant="secondary"  align="center" href="https://www.stickermule.com/products/sticker-sheets" />

Design an awesome sticker sheet or label sheet template using Adobe Illustrator with this guide.

Sticker sheet template design in Adobe Illustrator

Need more charm? Introducing custom acrylic charms

We’re thrilled to announce the newest Sticker Mule product – [acrylic charms](https://www.stickermule.com/products/acrylic-charms)!

<YouTubeVideo videoId="O7DaakVvnJA?rel=0" />

We use a solid, transparent, acrylic material that can be printed in full color and cut to any shape. Each charm features a small, 2mm hole, allowing you to convert your charms into keychains, jewelry and more.

![charms-blog-post-image-1](https://storage.googleapis.com/sm-content/blog/821033b526aa7892c3c4abd1e0d11c027b79f147)

![charms-blog-post-image-2](https://storage.googleapis.com/sm-content/blog/f5c91b306d108d05fabec0ac33308b2742871519)

The possibilities are endless, so we’re excited to see what people come up with!

<ButtonCta text="Order custom charms" href="https://www.stickermule.com/products/acrylic-charms" />

Custom acrylic charms can be printed in full color and cut to any shape. We include a small hole for keychains, jewelry and more.

Why kiss cut stickers are better than back slit

We sometimes [receive requests](https://stickermule.canny.io/) for back slit stickers (or crack and peel stickers). In the video below, Vinny explains why we don’t sell them and instead recommend [kiss cut stickers](https://www.stickermule.com/products/kiss-cut-stickers).

<YouTubeVideo videoId="jDhTwBljqy4?rel=0" />

## Why we don’t sell back slit stickers

### Back slit stickers bend
Back slit stickers bend at the slit, adding an unwanted crease in your sticker. This crease gets worse with time.

### Back slit collects debris
Back slit stickers collect dust and dirt at the seam of the back slit, causing stickers to lose their stickiness.

### Kiss cut stickers are better
Kiss cut stickers can be cut to any shape. We use special blades that allow you to easily peel away your sticker from the paper backing. Meanwhile, the sticker backing itself can contain extra information or design elements.

<ButtonCta text="Order kiss cut stickers" href="https://www.stickermule.com/products/kiss-cut-stickers" />

Back slit stickers are supposed to make peeling easier, but kiss cut stickers are a better option.

New holographic stickers: Flux capacitor not included

Starting today, [special holographic stickers](https://www.stickermule.com/products/holographic-stickers) will be available so you can add a retro rainbow sheen to any design.

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Perfect for kids and kids at heart, we are eager to share this new product with you. [Holographic stickers](https://www.stickermule.com/products/holographic-stickers) are now available. 

All sticker material is specially developed in-house and holographic vinyl posed an exciting challenge. This material needed to be as sturdy as our original stickers but with an added iridescent shine. After over a year in development, we have it perfected to a place where we can share it.

Holographic material turns ordinary objects into animations. It engages people and grabs attention like crazy.

Try it today: [upload a plain color design](https://www.stickermule.com/blog/how-to-design-holographic-stickers) and our team will make it holographic. You can approve the effect during proofing to make sure your stickers are totally awesome.

<ButtonCta text="Make your first holo sticker" href="https://www.stickermule.com/products/holographic-stickers" />


Add a futuristic rainbow sheen to any design.

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