What is the first thing that consumers look for in your product? These may not always be the ingredients, but how the product looks on the shelves.

Yes, looks matter a lot for every CPG product. 81% of consumers tried something new because the product packaging caught their eye.

Every brand manager wants their product to look its best on the shelves. And the answer to this question lies in how the product itself speaks for itself.

But the competition in the consumer packaged goods design industry has created an environment where only the best package design continues to exist. Even if you have the best product, if it does not speak to the audience, then it will never be able to make it into the carts.

In this post, we will break down the key elements that you need to consider while creating a consumer package design to fly off the shelf.

CPG Packaging Design Process Explained in Simple Steps

Creating CPG product design for consumer packaged goods is not just about using colors or placing a logo. It is a full journey that blends creativity with careful planning. Packaging has power; it influences buying choices, and it shows what your brand stands for. It also becomes the first experience that people have with your product.

This blog will explain each step in the CPG packaging design process. It will help you understand how good packaging comes to life and how it connects your product with customers.

Research and Discovery

Every CPG design packaging journey begins with research. You must first learn about the product and the brand. You must also know who the customer is and what the customer expects.

This step includes looking at other products in the market. It also means studying what people like and what makes them buy. You can learn what is missing in the market and what you can do better.

Your research is your guide, and it is the first impression of the journey ahead.

Start with the Brand and Product Strategy

The design journey always begins when you understand the brand. You must know what your product represents. You also need to know who will buy it. Clear brand direction helps make choices that feel consistent and honest.

Ask yourself a few questions.

Who is the right customer for this product?
What need does the product solve?
What message or feeling should the design share?
What role does this product play in the full brand story?

You will create better designs when you start with clear answers.

Study the Market and the Competitors

Once you know your brand goals, you can begin research. Look at products already on the shelf. Notice how others use shapes, colors, and messages.

You do not need to copy anyone. You need to stand out. Research helps you avoid using designs that already look common or confusing. You will also see what works and what does not.

You must check the packaging rules for your product type in your region. This helps prevent costly changes during the final stage.

Pick the Right Type of Packaging

You must choose the structure before starting the design. The format you use depends on what the product is and how it will be sold or stored.

Common formats include:

Jars or bottles
Boxes or folding cartons
Pouches or trays
Tubes or cans

The package must match how people expect to use the product. A premium face cream needs a high-quality container. A snack may need a pouch that keeps it fresh and safe.

It is important to think about function and ease of use as much as style.

Create the Visual Design

This is the step when ideas come to life. Designers start making layouts that use color, font, and pictures to share the message. These parts must all support each other and build a design that is clean and clear.

You must pay attention to:

Logo size and placement
A color scheme that fits the brand
Fonts that are simple to read
Icons or symbols that add clarity
White space that makes the layout look clean
Product images that build trust

The final design must show all product details like features, ingredients, volume, and quality marks.

Test the Design with Real People

Before you begin printing, you should test your packaging with the right audience. This tells you how the design is seen and if it creates the right effect.

Testing can include interviews, small focus groups, or A/B testing online. Some brands also use eye-tracking to learn where people focus first.

You may learn that your colors are too bold or that the font is not easy to read. Even small changes can make a strong difference in the final result.

Make Final Adjustments and Prepare for Print

After testing, the design team makes the needed changes. They then prepare final files that match the exact size and print needs.

You must stay in contact with your packaging partner. You need to make sure the files meet the printer’s needs for size, color, and trim.

This step may also include decisions about printing styles like:

Digital or offset printing
Embossing or foil stamping
Matte or glossy finishes
Spot UV or texture effects

These choices can raise the product’s appeal and make it stand out.

Begin Production and Check Quality

Once your design files are ready, the packaging goes into production. Your printing partner will begin making and shaping the materials as planned.

You must include quality checks. These checks help catch mistakes in print, shape, or color. Regular updates from the printer can prevent delays and help fix issues early.

Once everything is approved, the packaging will be ready to fill and ship.

Watch How the Packaging Performs

The process does not stop after the product reaches the market. You should track how the packaging works. This includes feedback from stores and customers.

Ask yourself a few things. Does the design increase sales? Do customers say the packaging is easy to open or use? Does the look still feel fresh and current?

If you find that the design can be improved, you do not need a full redesign. Even small updates can make the product feel new again.

Keep Packaging Aligned with Brand Growth

Your brand may add more items over time, and your packaging must grow along with the product line. Keep the main design style the same across products so they look like they belong to one brand.

You should also think about the future. Many brands now use recyclable or earth-friendly materials. This helps protect the planet and speaks to shoppers who care about responsible choices.

Connect with Lien Design for creative packaging design that creates memorable experiences. We help create brands that not only look beautiful but increase sales.