28 A long time ago, nature provided shells and leaves to use as containers. Later, containers were made from natural materials, such as hollowed logs, woven grasses, and animal organs. PACKAGING AND LABELLING Packaging refers to the action of enclosing or wrapping goods in a container in order to protect them. Labelling is part of packaging and its most important objective is to give information about use, transport, storing, recycling, and shelf life of the product. The function of packaging Over two thirds of purchasing decisions are made in-store, when people see some product and then instantly decide to buy it. This is closely related to product packaging and how it is displayed: customers judge the product by its packaging before buying, therefore good packaging designs increase sales. A package communicates both emotional and functional benefits to the buyer and should be in line with the brand s personality and identity, like the logo. People recognise products by their package and labels, so, since both include advertising messages and important information to the consumer, thus influencing their decisions, graphic designers are asked to design them. This area of design is called package designing. brooch: spilla dove: colomba hollowed: svuotato log: ceppo woven: intrecciato 70 Main principles of packaging design Branding: the design should reflect the brand s values and will be the face of the brand. Creativity: a unique and catchy design helps a product stand out and draw customer attention. User-friendliness: the packaging should be easy to open, use, and store; it should also include all the necessary information about product use, expiration date, and so on. Materials: the choice of materials is particularly important, especially for the image the brand aims to spread, for example: does it prioritise sustainability? Is the brand environmentally conscious? Main elements of packaging design Format: the general appearance of packaging is what attracts a customer s attention and has a big impact on the product s price, protection, and branding. Colour: the psychology of colour applies itself to packaging design as well, reflecting a brand s identity. Typography: as for logos, the choice of the typeface, and its alignment, legibility, dimensions, and hierarchy reinforces the message conveyed by the product. Visuals: images, illustrations, and pictures represent the product, its origins, its function, or the way it should be used, so they need to be clear, simple, and immediate.