Packaging Design

Manisha Kohli | VP Business Development | Zen Design Solutions Limited

Packaging Design

Manisha Kohli
VP Business Development | Zen Design Solutions Limited

[ 11 years & 8 months Experience ]

What is Packaging Design?

There are many nuances of a Career in Packaging Design. Internet is brimming with pages on How to get into Packaging Design, while one should first understand What is a Career in Packaging Design. It is best to learn about Packaging Design from a real professional, this is akin to getting it from the horse's mouth.

With 11 years & 8 months of professional experience, VP Business Development Manisha Kohli understands Packaging Design. Here is how VP Business Development Manisha Kohli detailed Packaging Design:

Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sell, and use. Packaging also refers to the process of designing, evaluating, and producing packages.

How VP Business Development Manisha Kohli got into Packaging Design?

After completing my schooling from Loreto Convent School Delhi, I did my bachelors in Fashion Designing from NIFT, Delhi. In 2006, I started my career as Design Manager at Zen Design Solutions Limited, Delhi. The clients included North America and European markets dealing with Cosmetic Packaging, Application & Dispensing Systems, and Mac & Estee Lauder being the major clients. I am the VP Business Development with Zen Design Solutions Limited.

VP Business Development Manisha Kohli's Talk on Packaging Design

The Creative World of Packaging Design: Insights from a Professional Packaging design is a vibrant and intricate field that goes beyond mere aesthetics, encompassing functionality, user experience, and marketing strategy. This article delves into the profound insights of Manisha, a seasoned professional and Vice President of Business Development at Zen Design Solutions, as she shares her journey, the essentials of the field, and the myriad facets that make packaging design a compelling career choice. What Is Packaging Design? Definition and Scope Packaging design covers everything that comes in a container, whether it's the toothpaste you use daily or the box that cradles a new smartphone. It involves not just the outer appearance, but also the functional aspects, including how products open and how users interact with them. As Manisha articulates, “packaging design is everything which is in a container" – a subtle reminder that every object that requires a package has a carefully considered design and function behind it. The importance of packaging design lies in its capacity to influence consumer behavior, serve as a branding tool, and enhance user experience. For instance, the way a tube of toothpaste is designed can make it easier or harder to use, illustrating the crucial interface between product and consumer. Education in Packaging Design Market Research Effective packaging design begins with comprehensive market research. Understanding trends and being aware of what competitors are doing is vital for innovation. As highlighted by Manisha, “You need to know just not about what's happening in your country, but also in Asia, in America, the entire continent and the world.” This global perspective is what helps designers innovate in a dynamic marketplace. Being well-versed in market research allows designers to cater their designs to the consumers' needs and preferences, ensuring that the packaging resonates effectively within the intended demographic. Concept Generation Concept generation is at the heart of the creative process in packaging design. It involves brainstorming and iterating on ideas, with the understanding that the first 100 concepts are often not the best. As stated by Manisha, designers must go through extensive revisions to arrive at the final concept which serves both functional and aesthetic purposes. This iterative process nurtures creativity and fosters innovative solutions to often complex design challenges. Exploring fresh concepts can lead to unique packaging solutions that set products apart in competitive markets, thereby enhancing brand identity. 3D Modelling In packaging design, 3D modeling is an essential skill that breathes life into sketches. Manisha notes that “anything, when you sketch something, it's a two-dimensional model,” emphasizing that transitions to three-dimensional representations are crucial for visualizing how the product will function and appear in real life. Knowledge of software such as CAD allows designers to manipulate and assess the physicality of their designs, making this skill integral to the packaging development process. Material Science Understanding materials is fundamental in ensuring product safety and maximizing functionality. Manisha asserts that “a tube needs to have five layers so that it does not leak,” signifying the importance of material compatibility with the contents being packaged. Knowledge of material science not only helps in preventing product spoilage but also ensures that consumers have a seamless user experience, thereby enhancing customer satisfaction and loyalty. Emotive Design Emotive design delves into creating an emotional connection between the packaging and the consumer. Manisha’s example of designing a child-friendly toothbrush that mirrors the relationship between a mother and daughter illuminates this point. By creating engaging and relatable designs, packaging can resonate with young consumers, encouraging them to embrace the products. Understanding unspoken needs and preferences helps designers create packaging that not only meets functional needs but also builds a narrative that engages consumers on a deeper level. Skills Required for Packaging Design Sketching Sketching remains a powerful tool for communicating ideas quickly. As indicated by Manisha, “sketching is a skill set you need to have and or develop,” pointing out that it doesn't have to be artistically perfect but should effectively convey ideas to your team and clients. The ability to produce quick drafts is crucial for collaborative brainstorming sessions and allows ideas to be explored and shared swiftly. Innovation In a competitive and ever-evolving marketplace, innovation is indispensable. Manisha emphasizes the need to “stay ahead of the game,” which often means diverging from conventional methods and exploring new materials, techniques, and consumer insights. Being innovative can differentiate a designer’s work from others, driving trends rather than merely following them. Forecasting A designer's ability to forecast allows them to predict market trends and consumer behavior, a skill vital for the longevity of their designs. This entails being research-oriented and instills foresight—an essential quality in the fast-paced world of product design and marketing. Communication Skills Effective communication is key in packaging design. Manisha explains that designers must articulate their thought process—from translating client briefs to presenting concepts. This not only involves visual communication but also verbal and written articulation throughout various stages of design development. An adept communicator can ensure that consumers understand how to interact with the product, ultimately fostering brand trust and loyalty. Articulation and Presentation Articulation goes beyond verbal communication; it encompasses how the packaging itself conveys importance, functionality, and branding. According to Manisha, “the package does explain to the user,” which reinforces that packaging can be a communication tool in itself. Effective presentation skills are equally essential, as designers must present their work engagingly to clients, ensuring the design story is compelling and clear within limited attention time. Positives of a Career in Packaging Design Monetary Benefits One of the significant upsides of working in packaging design is the financial rewards. Due to its specialized nature, professionals in this field often enjoy attractive salaries. As Manisha notes, the work is not just fulfilling creatively but also offers the potential for a lucrative career. Traveling & Exposure Working in packaging design often involves attending global trade fairs and design exhibitions held in exotic locations. Manisha emphasizes the opportunity for travel and exposure to different design philosophies, which fosters personal and professional growth. Being immersed in various cultures can inspire innovative design solutions and keep professionals informed about global trends. Self Development The packaging design field offers immense opportunities for self-improvement. Relying on consumer insights and evolving trends encourages continuous learning and adaptation, making designers better communicators and collaborators over time. Recognition As a creator in packaging design, the potential for recognition is substantial, particularly when it comes to intellectual property rights. Manisha aspires to hold numerous patents, underscoring the pride that comes from being acknowledged as an inventor and innovator. Challenges in Packaging Design Upgradation The requirement to stay relevant poses a consistent challenge in packaging design. It demands continuous skill development and adaptability to incorporate new materials, technologies, and design practices. A designer must proactively seek knowledge to enhance their skills and ensure they do not fall behind in a rapidly changing industry. Tapping into the Marketplace Understanding market demands is crucial, yet can be challenging due to the marketplace's dynamic nature. Manisha highlights the importance of deep market research to uncover niche areas ripe for innovation, reinforcing the need for designers to constantly engage with their consumers and trends. Detailing Precision in detail is vital in packaging design as it directly affects consumer interaction and product usability. Manisha reminds us that elements like the sound a package makes when sealed or the ease of opening it are integral to a consumer's experience. These finer aspects require meticulous attention, making it essential for designers to prioritize and address every minute detail in their work. A Day in the Life of a Packaging Designer Daily Routine As Manisha describes, her workday kicks off early with a touch of yoga followed by a caffeine boost to energize her creatively. The day typically begins with brainstorming sessions among a collaborative team, promoting an open exchange of innovative ideas. The vibrant atmosphere of her workplace – devoid of cubicles and filled with shared spaces for sketching and developing concepts – enables creativity to flow freely. Once concepts are fleshed out, the focus shifts to developing technical details and mock-ups, which further bring their ideas to life. The fluid nature of the design process means that the work rarely adheres to a strict schedule, often continuing well into the evening as new ideas arise both day and night. This immersive experience allows her to carry the core essence of packaging design with her, proving that the creative journey never truly ends. Conclusion Packaging design is a multifaceted career that blends creativity, technical skills, and market awareness. As illustrated through Manisha’s experiences, it reflects a balance of artistic innovation and scientific precision, aimed at enhancing consumer interaction and brand identity. Whether through attending global fairs, collaborating in dynamic teams, or persistently refining their skills, professionals in this field find both personal fulfillment and recognition. Ultimately, packaging design proves to be a profound discipline that shapes not only products but also the narratives surrounding them, making it a captivating field for anyone passionate about design.

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How to get into

Packaging Design?

If you are want to get into Packaging Design, start by investing in a Career Plan.

The 14 hour process, guided by a LifePage Career Advisor, will help you introspect and check whether your interest in Packaging Design is merely an infatuation or is it truly something you wish to do for the rest of your life.

Next, your Career Advisor will help you document how you can get into Packaging Design, what education and skills you need to succeed in Packaging Design, and what positives and challenges you will face in Packaging Design.

Finally, you will get a Career Plan stating which Courses, Certifications, Trainings and other Items you need to do in the next 7 years to become world’s best in Packaging Design.

LifePage Career Plan

14 hour personalized guidance program

Your LifePage Career Advisor facilitates your guided introspection so that you systematically explore various Career options to arrive at a well thought out Career choice.

Next: your Advisor helps you figure out how you will get into your chosen Career and how will you develop the skills needed for success in your Chosen Career.

LifePage Plan will not stop at saying "to become an Architect study Architecture". It will guide you on which Certifications, Trainings and Other items you need to do along with your Architecture education to become the world's best Architect.

Links for this Talk

VP Business Development Manisha Kohli's LifePage:

[LifePage]
https://www.lifepage.in/page/manishakohli

LifePage Career Talk on Packaging Design

[Career]
https://www.lifepage.in/careers/packaging-design

[Full Talk]
https://lifepage.app.link/20180221-0002

(Packaging Design, Manish Kohali, Zen Design Solutions Limited, Business Development, Product Designing, Package Design, Branding, Designing, Product Label Design)

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