Key Learning Outcomes

University of Louisville Hite Art Institute,
Packaging Design, ART 575 

What was the most important thing you learned in Packaging Design class?



I learned there is more to designing packaging than the design itself. When it comes to consumers and meeting their needs, thinking about shelf-life, and even the brand pyramid, all of those come into play when designing a product. It’s not all about making the product “look pretty.” As much as I am not a huge fan of the marketing side of it all, it was very useful getting the chance to learn about everything. I think I’m able to carry away with me after this class a little more knowledge when it comes to all of that.


I learned design is almost never created to solely satisfy yourself. While it is the designer’s job to make the package aesthetically pleasing, it is ultimately done to please the consumer, not us or the client. Lots of research is necessary beforehand in order to properly guide the design thinking process. It is important to understand the audience that will be consuming the product, and what design is needed to reach this audience. Every design choice must serve a purpose and must be able to be rationally justified as to “why” that particular design was chosen. 


I learned how to say no to ideas. I think I learned a lot during my final project where I thought I was going to completely change the brand identity of the business. Getting underway with an idea can make it seem like that should be the only thing to focus when we judge it off of the investment of time. Saying no to that idea got me into a better standing for realistic changes to the brand as it exists today.


I learned how data is so important to design choices. I noticed myself implementing it into my other design work throughout the semester and will use it in the future.


The most important thing I learned in packaging is to stay consistent. Knowing the brand and the target audience helps improve the design of the packaging with out feeling overwhelming. I know this was not the focus of the class, but brand standards have become super interesting to me and it makes me feel like a real designer when I’m following company standards.


 I’ve learned that we as designers not only have to think about the trends happening but the trends that might appear in the future. As well as how the design will look in a real setting against competitors whether it’s in packaging or other design fields.


Do your research! Before this class, when I did research on a design I would just look at what others were doing. From this class I learned to look not only at what competitors were doing, but what consumers were looking for. I learned more about personas and how important they can be in research. Research—I learned, also doesn’t mean just looking up stuff online but, it also means going to the store or place where packaging is seen and get field data too. I learned from this class how important research is in designing the right product for your target consumer audience.


There is a lot more research that needs to be done before a package design is made. You have to think about so many different variables, like color, demographic, market, and cost. Things can’t just be all about the aesthetics, all the choices you make must be thought through.


I learned  to view things from a marketing standpoint and adding extra emphasis on what the consumer would think. This way of thinking is especially important in packaging design.


To always go above and beyond. Refreshing a shoe brand? Take them to the moon! There’s always a chance for change in a new market. The vision goes beyond on the brand.


I learned a better understanding of packaging in general. Previously, if you asked me to design packaging for cereal, I would have quickly designed something for the front panel of a cereal box. Now, I feel I am equipped with the tools to ask questions like: why does cereal come in a box and is there a better way to package them not only for the user interaction but for sustainability reasons?


I really wasn’t sure what to expect when I decided to add this class, but the thing that I will takeaway is that a lot more goes into it that I ever thought. Everyday, we use hundreds of packaging and some of it isn’t pretty—and it isn’t always supposed to be. Also, I would say that I had no clue that businesses really dug that deep on their target audience all the way to creating personas down to the finest details. The most important thing overall that I learned was is it is a lot of work and thought but in to even the simplest of packaging design.


The most important thing I learned in Packaging is that graphic design is not just about understanding the creative side of design but to also have an understanding of the business side of it too.


I’ve learned how to use research to guide the design process. Learning about how other major brands like Starbucks and Lays are always looking for ways to connect with their audiences was informative. A lot of those decisions were informed by research about their audiences and design trends. Overall, the importance of research was my big takeaway from this class.


There are a lot of things to factor into when it comes to packaging itself. Whether it’s about the business aspects of things or the creative aspects of things, there’s a lot of research and trial and error that needs to be done. Packaging can convey different meanings to different people, conveying information or emotions to the consumers, trying to gain their brand loyalty. I got to see a lot of neat websites and sources to use in the future, and I was able to broaden my horizons when it comes to thinking about projects.