- Training Graphic Design
The packaging designer’s job is to create a visual product that will appeal to consumers
The role of the packaging designer
How do you catch the eye of the hyper-solicited consumer and encourage them to choose one product over another?
This is the major role of the packaging designer. They are at the heart of a number of different issues: creative, marketing and technical.
Their added value lies in the effect they have on sales, with the primary function of communicating to trigger purchases. It is imperative that it conveys the brand’s image in the best possible way, differentiating it from the competition, and that it carries the message while taking into account ergonomic constraints (practicality of use).
Packaging is one of the most cost-effective means of communication.
In many areas, packaging design merges with product design.
Today, packaging designers’ choices are increasingly influenced by environmental constraints, particularly through eco-design initiatives.
SKILLS AND QUALITIES
Clearly, packaging designers need to understand brand and product issues in terms of positioning and strategic challenges
Of course, they need to keep abreast of trends, new consumer tastes and television news. In this way, they can dress up their products to suit the spirit of the moment, and they are constantly on the lookout for technological innovations that can help them in their approach.
To attract new consumers and win the loyalty of others, it is common practice to renew packaging frequently.
Packaging designers have a good general knowledge and draw on their artistic sense, creativity, practicality and even their curiosity to develop the aesthetics of a product or its packaging. All this, often in just a few square centimetres of space to communicate.
Clearly, packaging designers are experts in digital tools, from computer-aided design (CAD) to industrial design software.
Career and development opportunities
Training as a designer at a design school is the most recommended route.
What’s more, if you want to improve your skills, you can go on to study for a Master’s in Motion Graphics Design or a Master’s in Design & Digital Strategy (ESMA), two fast-growing fields.
The profession of packaging designer is very much in demand and represents a large number of job opportunities in the design professions.
Salary and career opportunities
Packaging designers work in a team, either in a design office or in a company with its own design department.
Entry-level salaries generally range from €1,280 to €2,500 gross per month. The median salary is €2,500 to €4,000 per month.
With experience, packaging designers can become project managers, creative directors or design managers.
