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Artwork Design: 3 Tips for Success

Updated: May 15

In the packaged goods industry, artwork is designed using digital tools but of course the end product is a tangible printed label or package that is on display.

3 Tips for Printed Packaging Artwork Design:

1) Review a Packaging Mock-Up

  • Check out the Resource Library Post: "Packaging Design: Value of Mock-Ups". Get crafty and print out artwork to the proper scale, and make a replica of the actual product to review a sample in the finished product format. This gives insights into how the consumer sees the product. Watch for print size, clarity, brand visibility and differentiation between versions and other brands.

2) Understand Impact of Seams, Folds, Closures, etc.

  • Printed packaging will have areas where there should be no ink applied because of a seam, fold, corner, lid, etc. If working with a designer who is not experienced with printed packaging, confirm with a printer or packaging supplier before finalizing artwork. A packaging "dieline" will indicate areas on the package where there will be nothing printed.

3) Include Room for Print Variation

  • Printing applied to a package can have slight variations. Design should take this into account so that if print shifts slightly it will not be as noticeable. For example: be cautious about using different colours on sides (the corners may not look sharp), and avoid a design with obvious horizontal lines or colour blocking (variation will be noticeable on the shelf). Review the marketplace similar types of packaging, and note how often the background is one colour or simple pattern, and how rarely strong borders or lines are used. With careful design a small amount of print variation (or irregular label placement) will not be noticed.

When possible work with an artwork designer who is experienced with the nuances of different types of printed packaging or ask for a designer contact from the packaging supplier or printer.

Written By: Venturepark Labs Team


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