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Discipline 1: Everything is Strategy-Driven
When starting a packaging design project, the first thing to understand is the product's marketing strategy. If it's a new brand, you need to define its unique selling proposition and tone. For an existing brand launching a new product, consistency with the brand identity is key. In short, the design direction must be aligned with the product’s innovation, follow-up, and future upgrades. A strategic approach ensures a solid foundation for success.
In 2003, the East E-Jiao Group of Fortune Service repositioned itself as China’s No. 1 Nourishing Brand, shifting from female nourishment to comprehensive wellness. To support this expansion, they introduced Hailongjia Oral Liquid, targeting men’s health. Initially, the packaging was designed using a similar style to E-Jiao, leading to visual confusion in the market. After collaborating with Fook Lai, they adopted a “Brothers and Sisters Outfits†strategy—ensuring both products shared common visual elements while maintaining their distinct identities. This approach proved successful, and the packaging was featured in the "2005 Terminal Marketing Yearbook."
Discipline 2: Everything is Market-Centered
The main goal of packaging design is not just aesthetics; it's about positioning, marketing, and reaching consumers. The market is like a university where competitors are your teachers, companies are your mentors, and customers give the final feedback. Therefore, packaging design must revolve around market needs. Often, designers come up with ideas that are rejected by dealers or sales staff, who may not clearly articulate their concerns. This requires designers to conduct thorough research and analysis early on, ensuring that their work is not only creative but also practical and market-ready.
Take Besunyen, a well-known Chinese brand focused on health tea. Its flagship product, Changrun Tea, gained popularity in 2005 for its detoxifying properties. Under the guidance of Fook Lai’s upgrade strategy, the design team conducted extensive field research, listening to distributors and frontline salespeople. They identified major issues with the old packaging—outdated visuals, unclear branding, and lack of quality. Although some were hesitant to change, the team insisted on updating the design by enlarging the brand name, highlighting herbal ingredients, refining the visual elements, and emphasizing the tea industry’s characteristics. The new packaging received widespread approval and was recognized as a top achievement for Fook Lai and Chinese domestic brands.
Discipline 3: Everything is Research-Based
The success of packaging design depends not only on the designer’s talent but also on the methods used. Early on, it's crucial to conduct market research, analyze data, and gather insights. Typically, two-thirds of the time should be spent on research and reflection, while one-third is dedicated to actual design work. Understanding how products are used, when, where, and under what conditions helps create packaging that truly meets consumer needs. This research-driven approach gives packaging a strong foundation and long-term relevance.
China Packaging Network editors believe that good packaging design must follow these three key disciplines. With solid research at its core, a clear focus on the market, and a strong marketing strategy, such packaging will not only meet consumer expectations but also achieve rapid success in the marketplace. 
Three disciplines to follow for successful packaging design
[China Packaging Network] Everyone knows that the packaging market is moving towards creative packaging, but this kind of creativity isn't random. Every design has its own rules and principles. Today, the editors of China Packaging Network will guide you through three essential disciplines that excellent packaging design should follow.