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15 Awesomely Artistic Brew Labels

Elisha-Rio Apilado

The Ins and Outs of Beverage Package Design

The primary goal of package design is to attract a customer’s attention. It is competing with many other similar products on the shelf, after all. Because it must stand out, it cannot simply inform the customer, but provoke feelings and emotions. The package design sells the product and must look attractive. There are many ways to be creative with package design from a sticky label to the actual shape and size of the product. Nowadays, there are as many forms of package design as there are products.

But, some of the most common products are beverages. For a beverage, the color and transparency of the bottle must be considered. Ask yourself this, “Will the illustrations be placed right onto the clear bottle? Will the label completely cover the bottle?” It sounds silly, but these are the details a designer must think about. A drink’s label and consistent packaging is the first and only thing the consumer sees. It’s a drink, so ideally the design should display what the drink tastes like. Yup, you have to design what it TASTES like. Now, this doesn’t mean you taste it yourself and go from there. You have to fuse the company’s culture and what your client wants with your visual arts to make the perfect label.

A graphic designer must approach the product as if they were the targeted consumers themselves. This means figuring out what would catch their attention as the consumer. The choice of typography and the color palette plays a GREAT role in packaging design. Understanding the established branding and company’s mission will help narrow down which colors and typefaces speak to the product.

In order to craft the “perfect label,” a graphic designer undergoes the process of understanding the targeted audience and what type/color would relate to them (ex: a bubbly typeface for a child or a classic, script font for the rich folk). Keep in mind, the drink label MUST include ingredients and blurbs about the company. It may seem like a tight space at first, but limitation aids creativity. Also, labels must have small type, but still be legible, so printing and creating mock-ups of the drink itself is necessary.

Featured Author: Elisha-Rio Apilado
Elisha-Rio Apilado is a Chicago based graphic designer/illustrator and studio artist whose paintings and drawings have been featured in various exhibitions. Elisha studied studio art in Dallas, TX and moved back to Chicago where she obtained a B.F.A. in Visual Communications at the IL Institute of Art. She is currently diving into the career world of design while taking on freelance gigs and volunteer work.

Her portfolio and blog of random art findings can be found at erioapilado.com. Join her Facebook page or follow her on twitter where her daily art adventures are posted.


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