Luxury and specialty packaging is the design, research, development, and manufacturing of packaging, displays, and for luxury brands. The packaging of a luxury product is part of the brand’s image and research shows consumers are willing to spend more on products if the packaging looks appealing and luxurious.
As well as adding to the value of the product, luxury packaging fulfils various other roles; it enhances the image of the brand, increases consumer engagement through personalised packaging, performs a function, creates appeal and diversifies the product.
Globally, the luxury packaging market continues to grow, driven by global trends of personalised packaging, attention to sustainability issues, economic and demographic drivers. The luxury packaging market is forecast to grow by 4.4% to 2019, reaching $17.6 billion, and consumption will reach 9.9 billion tons with growth of 3.1%.
Package design and development are often thought of as an integral part of the new product development process. Alternatively, development of a package (or component) can be a separate process, but must be linked closely with the product to be packaged.
Package design starts with the identification of all the requirements: structural design, marketing, shelf life, quality assurance, logistics, legal, regulatory, graphic design, end-use, and environmental. The design criteria, performance (specified by package testing), completion time targets, resources, and cost constraints need to be established and agreed upon. Package design processes often employ rapid prototyping, computer-aided design, computer-aided manufacturing and document automation.
High value products are inviting to theft. Security packaging can be an important consideration to help reduce package pilferage. Authentication technologies can be used to help verify that the expensive luxury product is not among the many counterfeit consumer goods.
Security solutions involve all phases of product production, packaging, distribution, logistics, sale, and use. No single solution is considered as "pilfer proof". Often, packaging engineers, logistics engineers, and security professionals have addressed multiple levels of security to reduce the risk of pilfering.
Each situation is unique. Some considerations have included:
Some designers consider nine steps to creating the graphic design of luxury packaging, beginning with meeting the client to gain insight into the product. The next step develops first sketches followed by developing the initial layout of the packaging. The fourth step involves refining the idea. The fifth step includes the lettering and typeface. The sixth step covers legalities and laws about how large the obligatory information must be printed, The seventh step involves final adjustments with the eighth step being choosing accents of the packaging. The final step involves designing matching accessories such as boxes or bags to complement the main packaging.