What Do Package Designer Do?
You walk into a store and something catches your eye. That gorgeous box with the mascara in it or the Jasmine Green Tea that is in the colorful, triangular box is calling your name. What spurs you to buy a product? For me, it is definitely all about the packaging. If the packaging has striking colors or an interesting shape, I am hooked. I will buy a product simply based on how unique the presentation is and thankfully, thus far, the products have not disappointed which leads me to believe that the package designers understand me, they know what will attract me and what will propel me to buy their product.
Package Designers must do a goodly amount of research to evaluate what the market trends are or will be. They must know what colors attract and what colors do not. Typography matters as does the shape of the packaging. Package Designers must also understand the needs of their clients as well as the consumer. Collaborating with the marketing department as well as other creative teams, especially graphic designers and copywriters, sketching and creating prototypes to produce eye-catching designs that tell a story are key to the success of the product.
Professional experience and skills
“It goes without saying for any design role, employers want someone with a good design aesthetic, strong technical chops and the ability to think conceptually,” says Karin Katselis, a senior vice-president of The Creative Group. “That’s no different when it comes to the world of package design. Hiring managers seek designers who can think dimensionally and bring a concept to life.” Nearly ALL job listings for creatives ask for an outrageous amount of education or hundreds of years of experience, so unrealistic for the candidate but that is another conversation for another day. However, employers will be over the moon if one has the Adobe Certification Associate (ACA) Exam certifications which encompasses much of the Adobe Creative Suite.
Suffice it to say that Package Designers have a tremendous amount of resposibility to take the design process from beginning to end.
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