Packaging and labels
Product packaging design
Packaging has several jobs at once. It must protect the product, tell people what it is, stand out on a shelf or a screen, carry any information the law requires and arrive in a state that makes opening it a pleasure rather than a chore. Good packaging design starts with a brief that covers all of these, then works out a clear order of information: what someone should notice first, second and third. It respects the structure of the pack, the materials and the printer's specification, and leaves enough room and legibility for mandatory text. Before anything is printed in volume, the design is proofed and, ideally, made up as a physical sample.
This page covers the brief, hierarchy, structure, mandatory content, working with printers and proofing. Printing itself is arranged with a printer of your choice. LetGetGrow designs packaging and labels and can include printing and box or pouch manufacture through suitable production partners, with specifications, quantities, production arrangements, delivery locations, costs and timelines agreed in the quotation.
Illustrative diagram
- Brand — seen first
- Product name — what it is, clearly
- Key benefit — variant or flavour
- Information panel — use, story, details
- Mandatory text — legible at required size
- Barcode area — to the retailer's needs
From brief to print-ready
Brief
Product, buyer, where it is sold.
Output: Design brief
Content
Mandatory and marketing text.
Output: Approved copy
Concepts
Directions on the real pack shape.
Output: Chosen direction
Artwork
To the printer's template.
Output: Print-ready files
Proof and sample
Check before the run.
Output: Approved for print
The brief
A useful brief says what the product is, who buys it, where it will be sold, what competitors look like, the pack format and size, the budget for printing and any information that must appear. It should also say what the packaging must achieve: stand out on a crowded shelf, look good in online photos, survive the post or feel special when opened. Different priorities lead to different designs.
An order of information
| Level | Typical content |
|---|---|
| First glance | Brand and what the product is |
| Second look | Key benefit, variant or flavour |
| On picking up | Details, use, story |
| Required panels | Mandatory information, barcodes, recycling |
Mandatory information
Many products must carry specific information. GOV.UK guidance on food labelling, for example, lists the food's name, an ingredients list in order of weight with allergens emphasised, net quantity for packs over 5g or 5ml, a date mark, a business name and address and, for most packs, nutrition information, with a minimum text height. Cosmetics have their own list. The designer's job is to lay this out clearly and legibly; checking that the content is complete and correct is the brand's responsibility, with an adviser if needed.
Pack structure and the printer
Design on the real shape. Boxes, pouches, bottles and tubes each have panels, folds, seams and areas that do not print well. Ask your printer or packaging supplier for their template and specification, including bleed, colour requirements and file format, before artwork starts. Designs made without the template often need reworking.
Example: packaging a new hot sauce
Illustrative example — not a client case study
Situation: A small producer launches a hot sauce in a glass bottle with a box for gift sets.
- The brief prioritises shelf impact in delis and photos for online sales.
- The producer supplies ingredients, allergens and nutrition from their adviser; the designer lays them out at the required size.
- Artwork follows the label printer's template, and a printed sample is checked on a real bottle before the run.
What this shows: The label fitted, read clearly and met the brief. This example is illustrative.
Packaging design checks
Brief
- Where sold and to whom
- What the pack must achieve
Content
- Mandatory text supplied and checked
- Legible at the required size
Production
- Printer's template used
- Physical sample approved
Materials and waste
Packaging choices affect cost, protection and waste. Larger producers may also have obligations under the UK's extended producer responsibility rules for packaging, which GOV.UK says apply to UK-established producers handling more than 25 tonnes of packaging a year with a turnover of £1 million or more. Discuss materials with your supplier early.
Claims on packs
Words such as 'natural', 'eco' or 'award-winning' are claims. Use only those you can support, and check any rules for your product type.
Packs that work online
Many products are first seen as a small photo on a website or marketplace. Check the design still reads at thumbnail size: the brand and product name should be clear, and important details should not rely on small text. Packaging that photographs well can save effort later when producing listing images.
Designing for a range
If more flavours, sizes or scents are likely, design a system rather than a one-off: a consistent layout with a colour or illustration that changes per variant. It makes the range easy to recognise and makes later variants cheaper to produce.
Questions about product packaging design
What does packaging design involve?
Brief, hierarchy, structure, mandatory content, artwork and proofs.
Who checks the legal text?
The brand, with an adviser if needed; the designer lays it out.
Why get the printer's template first?
Designs must fit the pack's real shape and specification.
Should we see a sample?
Yes, before a print run.
What must food packs show?
GOV.UK lists name, ingredients, allergens, quantity, date, address and more.
Does EPR apply to us?
GOV.UK sets thresholds; check whether you are obligated.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
- GOV.UK: Packaging and labelling (food) (opens in a new tab) — reviewed 2026-10-31
- GOV.UK: Extended producer responsibility for packaging (opens in a new tab) — reviewed 2026-10-31
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