Packaging Brief
When to Use This Skill
Use this skill when you need to:
- Brief a designer on product packaging for a physical product
- Define packaging requirements including dimensions, materials, and messaging
- Plan packaging for an e-commerce product launch
- Create specifications for a packaging manufacturer
DO NOT use this skill for digital product packaging, shipping box logistics, or warehouse fulfillment processes. This is for consumer-facing product packaging design.
Core Principle
PACKAGING IS YOUR LAST SALESPERSON — IT MUST COMMUNICATE YOUR VALUE PROPOSITION, DIFFERENTIATE FROM COMPETITORS, AND CREATE A POSITIVE FIRST IMPRESSION IN UNDER 3 SECONDS.
Phase 1: Brief
Required Inputs
| Input |
What to Ask |
Default |
| Product |
"What product needs packaging?" |
Must be provided |
| Dimensions |
"Product dimensions and weight?" |
Must be provided |
| Retail or DTC |
"Where will this be sold? (retail shelf, online DTC, both)" |
Online DTC |
| Brand guidelines |
"Do you have brand colors, fonts, and logo files?" |
Must be provided or will reference brand-identity-guide |
| Budget per unit |
"Target cost per packaging unit?" |
$1-3 per unit |
| Quantity |
"First production run size?" |
500-1,000 units |
| Sustainability |
"Any sustainability requirements? (recyclable, compostable, minimal)" |
Recyclable preferred |
| Compliance |
"Any required legal text, certifications, or barcodes?" |
Basic product info |
GATE: Confirm brief before proceeding.
Phase 2: Design
Messaging Hierarchy
Define what appears on each face of the packaging, ranked by importance:
- Front face (hero): Brand name, product name, hero image or key visual, primary benefit claim
- Back face: Product description, features/ingredients, usage instructions, certifications
- Side panels: Secondary info, social handles, website, barcode/SKU
- Bottom/top: Compliance text, manufacturing info, recycling symbols
Material Considerations
| Material |
Best For |
Sustainability |
Cost |
| Kraft cardboard |
Eco-friendly brands, lightweight products |
Recyclable, biodegradable |
Low |
| Rigid box |
Premium/luxury unboxing experience |
Recyclable |
High |
| Poly mailer |
Soft goods, clothing, low-cost shipping |
Varies (recycled options) |
Very low |
| Custom molded |
Fragile products, tech accessories |
Varies |
High (tooling cost) |
GATE: Present the packaging concept and material recommendation before detailing specs.
Phase 3: Build
Deliverables
1. Complete Packaging Brief
- Product and packaging dimensions (dieline specifications)
- Material and finish recommendations (matte, gloss, spot UV, foil)
- Color specifications (CMYK, Pantone for brand colors)
- Messaging hierarchy with exact copy for each panel
- Image and graphic placement guidelines
2. Dieline Template Request
- Dimensions for the packaging manufacturer to create the dieline
- Panel layout with zones for each content area
- Bleed, trim, and safe zone specifications
3. Copy Document
- All text that appears on packaging, organized by panel
- Legal and compliance text verified
- Barcode placement and size requirements
4. Vendor Specification Sheet
- Material, dimensions, finish, and quantity
- Print method (offset, digital, flexographic)
- Proofing requirements (digital proof, printed proof, production sample)
- Timeline: design → proof → production → delivery
Phase 4: Polish
Pre-Production Checklist
Post-Launch Review
After the first 100 units ship, evaluate: damage rate, customer feedback on unboxing, return reasons related to packaging.
Example 1: Skincare Product (DTC, premium positioning)
Packaging: Rigid box with magnetic closure, matte white exterior, foil-stamped logo, tissue paper insert. Cost target: $3.50/unit at 1,000 qty.
Example 2: Food Product (Retail shelf, competitive pricing)
Packaging: Kraft stand-up pouch with window, 2-color flexo print, resealable zipper. Cost target: $0.75/unit at 5,000 qty. FDA-compliant nutrition panel.
Anti-Patterns
- Designing before sizing — designing packaging without confirmed product dimensions leads to expensive redesigns. Dimensions first.
- Too much text — packaging is not a brochure. Prioritize ruthlessly. If they cannot read it in 3 seconds, cut it.
- Ignoring shelf competition — design in context. How does your packaging look next to competitors on a shelf or in a search result grid?
- Forgetting compliance — missing required text (ingredients, warnings, barcodes) means reprinting the entire run. Check early.
- Low-MOQ surprise — custom packaging often has minimum order quantities of 500-5,000. Confirm MOQs match your production plan.
Recovery
- No brand guidelines yet: Use the brand-identity-guide skill first, or define minimum brand elements (logo, 2 colors, 1 font) before briefing packaging.
- Budget too low for custom packaging: Use stock packaging (plain kraft boxes, stock poly mailers) with custom stickers or stamps for V1. Upgrade with volume.
- Product dimensions not finalized: Use estimated dimensions with a note that the brief must be updated before production. Do not order packaging for unfinished products.
- Selling internationally: Flag compliance requirements per market (EU, UK, Asia have different labeling requirements). Recommend regulatory review.
1---2name: packaging-brief3description: Writes product packaging design briefs with dimensions, material considerations, messaging hierarchy, compliance requirements, and vendor specs. Use when designing physical packaging.4---56# Packaging Brief78## When to Use This Skill910Use this skill when you need to:11- Brief a designer on product packaging for a physical product12- Define packaging requirements including dimensions, materials, and messaging13- Plan packaging for an e-commerce product launch14- Create specifications for a packaging manufacturer1516**DO NOT** use this skill for digital product packaging, shipping box logistics, or warehouse fulfillment processes. This is for consumer-facing product packaging design.1718---1920## Core Principle2122PACKAGING IS YOUR LAST SALESPERSON — IT MUST COMMUNICATE YOUR VALUE PROPOSITION, DIFFERENTIATE FROM COMPETITORS, AND CREATE A POSITIVE FIRST IMPRESSION IN UNDER 3 SECONDS.2324---2526## Phase 1: Brief2728### Required Inputs2930| Input | What to Ask | Default |31|-------|------------|---------|32| **Product** | "What product needs packaging?" | Must be provided |33| **Dimensions** | "Product dimensions and weight?" | Must be provided |34| **Retail or DTC** | "Where will this be sold? (retail shelf, online DTC, both)" | Online DTC |35| **Brand guidelines** | "Do you have brand colors, fonts, and logo files?" | Must be provided or will reference brand-identity-guide |36| **Budget per unit** | "Target cost per packaging unit?" | $1-3 per unit |37| **Quantity** | "First production run size?" | 500-1,000 units |38| **Sustainability** | "Any sustainability requirements? (recyclable, compostable, minimal)" | Recyclable preferred |39| **Compliance** | "Any required legal text, certifications, or barcodes?" | Basic product info |4041**GATE: Confirm brief before proceeding.**4243---4445## Phase 2: Design4647### Messaging Hierarchy4849Define what appears on each face of the packaging, ranked by importance:50511. **Front face (hero):** Brand name, product name, hero image or key visual, primary benefit claim522. **Back face:** Product description, features/ingredients, usage instructions, certifications533. **Side panels:** Secondary info, social handles, website, barcode/SKU544. **Bottom/top:** Compliance text, manufacturing info, recycling symbols5556### Material Considerations5758| Material | Best For | Sustainability | Cost |59|----------|---------|---------------|------|60| Kraft cardboard | Eco-friendly brands, lightweight products | Recyclable, biodegradable | Low |61| Rigid box | Premium/luxury unboxing experience | Recyclable | High |62| Poly mailer | Soft goods, clothing, low-cost shipping | Varies (recycled options) | Very low |63| Custom molded | Fragile products, tech accessories | Varies | High (tooling cost) |6465**GATE: Present the packaging concept and material recommendation before detailing specs.**6667---6869## Phase 3: Build7071### Deliverables7273**1. Complete Packaging Brief**74- Product and packaging dimensions (dieline specifications)75- Material and finish recommendations (matte, gloss, spot UV, foil)76- Color specifications (CMYK, Pantone for brand colors)77- Messaging hierarchy with exact copy for each panel78- Image and graphic placement guidelines7980**2. Dieline Template Request**81- Dimensions for the packaging manufacturer to create the dieline82- Panel layout with zones for each content area83- Bleed, trim, and safe zone specifications8485**3. Copy Document**86- All text that appears on packaging, organized by panel87- Legal and compliance text verified88- Barcode placement and size requirements8990**4. Vendor Specification Sheet**91- Material, dimensions, finish, and quantity92- Print method (offset, digital, flexographic)93- Proofing requirements (digital proof, printed proof, production sample)94- Timeline: design → proof → production → delivery9596---9798## Phase 4: Polish99100### Pre-Production Checklist101102- [ ] Dieline approved by manufacturer103- [ ] All copy proofread by two people104- [ ] Compliance text verified for selling region105- [ ] Color proof reviewed in natural lighting106- [ ] Packaging tested with actual product inside107- [ ] Shipping durability tested (drop test, compression)108- [ ] Cost per unit confirmed with manufacturer109110### Post-Launch Review111112After the first 100 units ship, evaluate: damage rate, customer feedback on unboxing, return reasons related to packaging.113114---115116## Example 1: Skincare Product (DTC, premium positioning)117118**Packaging:** Rigid box with magnetic closure, matte white exterior, foil-stamped logo, tissue paper insert. Cost target: $3.50/unit at 1,000 qty.119120## Example 2: Food Product (Retail shelf, competitive pricing)121122**Packaging:** Kraft stand-up pouch with window, 2-color flexo print, resealable zipper. Cost target: $0.75/unit at 5,000 qty. FDA-compliant nutrition panel.123124---125126## Anti-Patterns127128- **Designing before sizing** — designing packaging without confirmed product dimensions leads to expensive redesigns. Dimensions first.129- **Too much text** — packaging is not a brochure. Prioritize ruthlessly. If they cannot read it in 3 seconds, cut it.130- **Ignoring shelf competition** — design in context. How does your packaging look next to competitors on a shelf or in a search result grid?131- **Forgetting compliance** — missing required text (ingredients, warnings, barcodes) means reprinting the entire run. Check early.132- **Low-MOQ surprise** — custom packaging often has minimum order quantities of 500-5,000. Confirm MOQs match your production plan.133134---135136## Recovery137138- **No brand guidelines yet:** Use the brand-identity-guide skill first, or define minimum brand elements (logo, 2 colors, 1 font) before briefing packaging.139- **Budget too low for custom packaging:** Use stock packaging (plain kraft boxes, stock poly mailers) with custom stickers or stamps for V1. Upgrade with volume.140- **Product dimensions not finalized:** Use estimated dimensions with a note that the brief must be updated before production. Do not order packaging for unfinished products.141- **Selling internationally:** Flag compliance requirements per market (EU, UK, Asia have different labeling requirements). Recommend regulatory review.
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