The Art of Packaging

Your product’s packaging is just as important as the product itself. Packaging has a huge effect on consumer buying behavior. According to research by marketing and analytics company Affinnova/Nielsen, packaging drives 36% of purchase decisions. This is more than television and digital ads combined! A great packaging design can drive your sales and build customer loyalty to your brand, while also attracting new customers in point of sale situations. It's pretty simple: the better the design of the packaging, the more likely it is that a consumer will buy it. This is where the handiwork of an experienced designer comes in.

Behind the Design: Meet Rocket Industrial’s Senior Designer, Jim Butch

When did you become interested in art and design?

I’ve been drawing since I could pick up a pencil. In high school, I learned about design as a profession at a career day and I’ve been working at it since then. I went on to study graphic design in college and have been in the field since graduation.

What are the key components of a great packaging design?

Great packaging design, specifically retail packaging will have what’s known as blink factor. It's the design elements that come together to make the packaging pop off the shelf and differentiate the product from the others next to it.

What is a typical project like?

When a need for packaging design is identified, the process starts with information gathering. The questions we ask our clients are meant to align the design with their overall goals for the product. From there we move on to brainstorming ideas and creating tons of sketches. Producing concepts and testing are the next steps. Then, refining the design and working with the clients to make sure everything is perfect before we begin production.

How do you think packaging design will change in the future?

Current trends point to pushing the utility of packaging itself. Disposable utensils built into food packaging or more effort given to create a more sustainable solution. Rocket Industrial makes this a high priority with its mindset of 'Packaging With Less'… less waste.

What are you passionate about besides your work?

Apart from design, I spend my free time practicing more traditional art. You’ll also find me gaming, riding my bike around the state capitol in Madison, working on DIY projects, or at a local art gallery.

Custom Solutions, Innovative Designs from Rocket Industrial

Need a custom packaging solution? Our team works to find a balance of material, design, and structure to make sure your packaging is as effective as possible. Whether you need custom sized boxes, more edge protection, or new branding, we can make it happen. Contact us to get started.

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