Where is premium packaging design heading?
Discover Jump Jirakaweekul’s perspective on what makes packaging feel truly premium today and how designers can rethink traditional cues to create experiences that feel special and innovative.
What does premium mean to you as a designer?
“Premium means special. Special in a way that doesn’t always refer to the price point of something, and special in the way that it’s clear someone put a lot of thought and consideration into creating something. Essentially, it’s an experience from beginning to end.”
How important is luxury packaging design for a premium brand?
“Packaging is a huge aspect of premium brands – not only does it house the product, but it also creates an entire experience of how that product is meant to be perceived or interacted with. Premium packaging also usually has high-quality materials, such as paper stock, and unique printing techniques, including embossing or foil. However, for packaging to be really successful, it can’t just use all of the right tools. It’s important to use them thoughtfully as well. It’s very easy for packaging to use gold foil and thick paper stock, but does it feel special? Or is it just doing all the things you expect premium packaging to do? I think that’s where thinking about the experience and innovative aspect of packaging design comes in.”
What brand packaging design reflects a premium product?
“I think if a product is good and packaged in a way that feels special, that will make any product feel premium. Our work for Target’s Heyday is a good example of that. Heyday’s packaging is so sleek and thoughtful that it highlights the well-designed product while maintaining its utility and a sense of ease and delight”
Do you have any advice on how to signal premium?
“There are so many traditional ‘premium’ cues in the design and branding world. Gold and black colour combinations, gold foil, elegant serif typography – question them all. Premium doesn’t have to come from a single aesthetic. It can come from anywhere as long as there is thought, consideration, and innovation. Think about how you would want to open up a product, and what’s necessary to communicate how we want people to use and experience it.
Of course, high quality and special materials help the physical feel of the packaging, but nothing unnecessary should be there. Everything should serve a purpose in the packaging experience.”
4 tips for better packaging design
Learn Jump Jirakaweekul's best advice on how to create better premium packaging designs and solutions.
- High quality materials
Use high quality materials and unique printing techniques.
- Question premium cues
There are many traditional ‘premium’ cues in the design and branding world. Gold and black colour combinations, gold foil, elegant serif typography – question them all.
- Innovation
Be innovative when designing whether it is technological or conceptual innovation. - Purposeful packaging experiences
Remember that everything should serve a purpose in the packaging experience.