Packaging is one of the most influential points of purchase in today’s retail space. In fact, many of us can easily recall a time when a brand or product stole our hearts—and our wallets—with beautifully designed labels, patterns, and finishes.
Today, we wanted to discuss one element, in particular, that our team calls “Edge Design”– a strategy used for designing around the edges of a package. Though this isn’t a new concept, it continues to gain more popularity with brands and retailers across the globe. So, we’re here to dive deep into the understanding, reasoning, and ways to use it in your own creative packaging. Let’s get started!
Beyond the Fold
You’ve probably seen designs that use different shapes, images, and typography to overlap the edge of a product’s packaging. This design aesthetic creates a unique composition and gives personality to your brand, which will help inspire shoppers to grab your product from store shelves. This is the art of edge design. Its objective is to create an opportunity for real customer engagement and guide their journey as they scan for information on the package.
Follow the Contour
Edges are your secret weapon, which means you shouldn’t treat them as restricted areas. One clever aspect about packaging design is the variation in shape and size. Use this to your advantage.
A great example is a cosmetics bottle. Sure you can place a logo, graphic, or image “smack dab” on the front, but will that intrigue a customer to grab the bottle, turn it around, and learn more about your brand? Let’s not forget that without some type of variation, you’ll look like all the other bottles on the shelf. The solution? Create a product design that uses the contour of the bottle to wrap around typography and graphics, so your customer stays curious and is enticed to take a look.
Tips for creating the best packaging design:
- Overlap edges with shapes, colors, patterns, and graphics to create interesting compositions.
- Connect rule lines from all sides of the package to create a “road” for customers to follow.
Let It Breath
Most packages have 4-8 sides. But that doesn’t mean you need to cover all of them with content. Give your design some breathing room and a bold personality with wide margins, large type, and blocks of color. This will support your shelf presence and establish a simple, easy to look at design that stands out against competitors. It also gives your customers’ eyes a rest when scanning your package for information.