My Role: Concept | Design

I was a packaging designer for four years before coming to a graduate school.

This page is not just about my kid friendly tuna can packaging design but about my thoughts on packaging design.

Packaging design is a constant visual communication with a consumer down the aisle.  A successful design needs to catch the consumers' eyes in a few seconds for them to grab it, take it to their house and fall in love with it while they are using it.  It’s the ultimate Tetris game where all the information needs to be solved in a given die line along with a thoughtful strategy on marketing and branding.


As a designer, it’s important to have a strategic thinking but also create humanistic design that makes people want to own your product.  Transcribing a clear idea with attentiveness in details makes a successful packaging design.  I look up to Louis Fili who creates timeless designs that are so precious and iconic.  Her work always nails on tasteful typography and having coherent color and branding.


There is a big trend in flat design in the digital world. However, in packaging design, we still long for the textural depth whether it’s in the finish or graphics.  Because packaging design relates directly to our senses than digital graphics. We interact with products in real life by one on one experience. We touch a product and purchase what feels good to hold in our hands.


As package designers, by learning about new materials and staying on top of innovative design trends, we are able to be give the consumer new experiences. Yet, keeping the traditional boundary where people feel comfortable in using the product is the underlying principle we cannot miss.  Often, as recent graduates, designers tend to create radical innovative design without thinking about analyzing the user target. With market research and user testing, we discover elements we cannot throw away just for a thrill of innovation.


A modern product is more than its basic function: it shapes our living space, culture, and quality of life.  We can find new ways to design a product by examining the best innovative ergonomics, functionality and design but most importantly studying on the engagement for each consumer.