Published: 26 Jul 2023
Large Format Printing Meets Package Design: Interview with Kenzi Green Designs
From the art of captivating consumers to the cutting-edge technology of large format printers, Kenzi Green shares her experience with bringing brands vision to life through package design.
Product packaging design holds significant sway over purchase decisions for 72% of Americans (IPSOS)
As of 2022, the package design industry has reached an impressive market value of 20 billion dollars. Industries such as food & beverage, cosmetics, healthcare, and consumer goods use packaging to elevate their brand & customer experience.
Large format graphic & flatbed printers are essential tools for the package design industry, with the capability of creating high-quality, unique, and eye-catching packaging, labels, stickers, and visuals.
Leading brands like Canon, HP, Mimaki, and Mutoh provide wide format printers that can effortlessly print on diverse materials such as cardboard, plastic, vinyl, and metal, offering various customizable packaging solutions.
The possibilities are endless with printing methods such as Flexfinish (gloss/matte), white ink, foil, embossed, and raised/textured prints.
Meet Kenzi Green, Luxury Brand Designer and Strategist.
Our graphics specialist, Juliana, had the opportunity to interview Kenzi Green, the one-woman show of Kenzi Green Design, and co-founder of The Brief Collective, an online program helping designers navigate and grow their graphic design businesses.
Together, we delved into the world of package design, exploring her experience and passion for package design.
In college, you started as a freelance logo designer. When did package design spark your interest?
K.G: Almost instantly! I had a package design class and started experimenting with it alongside logo design. I knew it allowed me to take the digital assets I created beyond the computer screen.
What role does packaging design play in shaping a customer’s perception of a product or brand?
K.G: Package design can be the difference between someone picking up your product or a competitor. It’s also worth noting that you can have a terrific product, but if the package design doesn’t do it justice, customers aren’t likely to try it, no matter how great it might be.
What are several things to consider when creating package layouts? General tips?
K.G: A common packaging mistake is providing too little or too much information; it has to be just right. The customer has to easily understand the product and its key benefits, but they shouldn’t be overwhelmed with text! It would help if you considered the following:
- Where it will be sitting in a store (if any)
- Who is the target market
- What competitor packaging currently looks like
Previously, you mentioned building experiences for customers through packaging. What does that look like? Can you give us an examples?
K.G: Yes, when it comes to building an experience, the main goal is to make the “unboxing” fun and memorable.
For example, at The Brief Collective our students receive a student welcome box with design tools. We’ve carefully labeled the box in a branded way and were intentional about the items inside it, creating an unforgettable unboxing experience from when a student sees their box to when they open it and utilize the items.
How do you balance aesthetics with functionality?
K.G: This can be hard, but I think functionality must always come first. It’s fun to brainstorm aesthetic ideas, but then you have to work through variations of them to ensure that they’re actually functional.
What are some current packaging design trends you like or don’t like?
K.G: I try not to keep up with trends as I aim to design things that are timeless. We’re seeing a change in commonly used materials such as carbonated water, which is increasingly popular in cans when previously only soda was in cans.
What advice do you have for your clients for selecting a manufacturer for their printing needs or creating packaging prototypes?
K.G: Pick a printer that sends multiple proofs and is willing to hop on the phone with you, especially if you’re creating something really custom. You’ll want to have total clarity on materials and packaging before placing bulk orders, so you need a printer that is open to collaboration.
What type of materials do you like to choose for packaging?
K.G: This all boils down to my client and their preference plus product! Some prefer foil, which can also be more expensive, so some tend to go for matte or less advanced printing options.
How do you see the future of packaging design evolving?
K.G: We will continue to see more sustainable options, and new “packaging” shapes emerge in various markets to stand out on the shelves.
To date, what is your favorite package design?
K.G: Probably all the work I’ve done for Modern Cone. Seeing my work on their ice cream cups, menus, and signage has been a pleasure. The founder has referenced this as her “dream store” many times!
Modern Conce’s packaging is really fun! Where else is the best place to see your work?
K.G: My Tiktok has various packaging designs, including this short video of a custom box I created.
Contact Metro Repro to purchase a large format printer for your packaging needs!
If you are a print shop looking to expand your services into package and label printing, contact Metro Repro at (888) 484-9292 for more information about finding the right large format printer near you.