November 6, 2024
As a professor of packaging design in the University of Texas at Arlington’s (UTA’s) Art and Art History Department, I have the distinct privilege of shaping future packaging professionals—though some are surprised by how much math goes into designing even a simple box. But don’t worry, it’s not all geometry and glue guns. We dive deep into the world of graphic design, a field that’s as much about storytelling as it is about looking good on a shelf.
Why Graphic Design Is Crucial to Packaging
One of the first lessons I stress (other than “don’t use Papyrus font”) is packaging design is more than making something pretty—it’s a brand’s handshake with the consumer. Every color, font, and graphic works overtime to tell a story before you even realize you’ve picked up that same box of cereal for the third time this week.
In our program, students quickly learn that design choices can make or break consumer engagement. Through hands-on projects, they tackle real-world challenges like “How do we make this look cool and affordable?” Spoiler alert: Many sticky notes are involved. But by the time they graduate, they’ve developed the skills to create not only beautiful packaging but also practical, cost-effective solutions. And that’s no small feat.
Sustainability and Paper-Based Packaging
Let’s be real, nobody likes plastic anymore, except maybe some vintage Tupperware from the 1990s. Enter paper-based packaging, the eco-friendly hero we’ve all been waiting for. However, designing sustainable packaging is like playing Tetris: How do we make it eco-friendly, durable, and still good-looking without breaking the planet (or the budget)?
In our program, students experiment with various paper substrates, custom printing techniques, and structural design. They learn how to solve challenges like balancing cost, production efficiency, and sustainability, all while keeping aesthetics in mind. The goal is to leave with portfolios full of innovative designs that are visually appealing and environmentally responsible. In other words, they’re learning to save the world—one recyclable box at a time.
Branding Through Packaging Design
Packaging is often the first time a consumer interacts with a brand, so it’s like the product’s “first date” with the buyer—awkward moments included. That’s why it’s essential to get the branding right from the get-go. I teach my students how to use color schemes, typography, and logos to make a strong first impression, creating a brand experience that keeps customers coming back.
Students work on real-world branding challenges, creating packaging that not only tells the product’s story but makes you feel something—like the overwhelming need to buy another bag of chips you didn’t plan on getting.
Challenges and Rewards of Teaching Packaging Design
Ah, the creative mind! Artists love to push boundaries, and in packaging design, that can be a blessing and a logistical nightmare. Teaching artists to consider cost, production processes, and material limitations can sometimes feel like telling a cat to walk on a leash—
possible, but tricky. Yet, watching them balance beauty and practicality is one of the most rewarding parts of my job.
Through hands-on projects, our students learn how to take their out-of-this-world creative ideas and translate them into designs that actually work in the real world. (Yes, your triangular milk carton is cool, but let’s think about how that’s going to stack in a fridge, shall we?)
Unique Solutions From Creative Minds
Despite the challenges, students from artistic backgrounds bring fresh, unconventional ideas to the table—
sometimes literally. Whether it’s hand-drawn illustrations or bold color palettes that defy the norms, their creativity shines through in their designs. And sometimes, the most unexpected ideas lead to innovative solutions.
Since 2013, my students have won more than 50 national and international awards for their packaging designs, including several awards from the annual AICC Student Design Competition. From a pingpong paddle box shaped like a cannon to a floor stand display resembling a circus big top, their work has been recognized for pushing creative boundaries in all of the best ways.
Career Opportunities in Packaging Design
One of the biggest joys of teaching is seeing my students go out into the world and land impressive jobs—often at companies such as Frito-Lay and Mary Kay. They use their newfound skills to make consumers buy things they didn’t know they needed.
Our program prepares students to thrive in the competitive world of packaging design. With professional portfolios packed (pun intended) with their work, many of our graduates have secured roles at major companies, applying what they’ve learned to create the next big thing in packaging. After all, we know it’s not just about the product—it’s about how it’s wrapped.
In the world of consumer products, graphic design is the heartbeat of successful packaging. The UTA program equips students with the tools to balance creativity, sustainability, and practicality. Whether it’s winning international awards or landing top jobs, our graduates prove that packaging design is about more than just wrapping a product—it’s about shaping an experience.
And remember, if you ever need advice on picking out the perfect font for your packaging, I’m always here—just don’t use Papyrus.
Ben Dolezal is an associate professor at UTA.
