Louise Butera talks about...

Before anyone tastes your product, they have to want it from the shelf. Which means your package has to grab attention, communicate clearly, and look good doing it. Miss any of those, and you’ll never make it into the cart.

That’s quite a question to kick things off with. Let’s take a step back. Before you dive into design, you need to define your product’s story: Who are you talking to? What are you trying to say? Why should anyone care?

Here are some things to think about before you ever open Canva:
- What is the product?
- What makes the product unique?
- Does it have benefits?
- What is your brand about?
- Who is the target market?
- Where will it be sold: big retail? Only e-commerce? Both?

Note: If you plan on launching line extensions down the road, think about that now. Do you want a parent brand that ties everything together, or will each product stand alone?

Your packaging structure matters. What type of package do you want? Bag? Box? Bottle? Resealable? Recyclable? Paper? Plastic? Glass? (This material is what’s referred to as substrate.)

Something many first-timers don’t think about: shelf space. How tall, wide, or deep is your product allowed to be in-store? Shelf dimensions influence not just design but revenue. Fewer products on-shelf = fewer sales opportunities.

Note: Retailers care about velocity (how fast you sell through) and shelf efficiency (sales per inch of shelf). The wrong structure can hold you back before design even enters the chat. Where should founders focus when modernizing or innovating?

Logo first. You can work on your logo and packaging simultaneously, but in my book, the logo comes first. It’s your brand identity.

- Can you simplify so it’s still recognizable at small sizes?
- Does it work across substrates and sizes? (If you have a busy background, does your logo still pop?)
- Solid colors are your friend. Gradients and textures may look great on screen but tend to print poorly.
- Define a color palette. Remember, digital colors (RGB) look different than printed colors (CMYK + Pantone inks). Don’t set yourself up for disappointment.

Work with your printer early (either directly or through your co-packer).

- Get dielines. These are technical blueprints that show where packaging is cut, folded, or perforated.
- Understand how many color stations the printer has available.
- Discuss CMF (coatings, materials, finishes).
- Always get a quote based on specifications and quantity. The more you produce, the cheaper the per-unit cost.

Extra tip: Always ask your printer for a contract proof. This is a test print that shows you how the colors will look on the actual substrate. It’s the closest thing to reality before you commit thousands of dollars.

Consumers today expect transparency. They want to know:

- What are the benefits? (Front of pack is prime real estate for this.)
- What exactly am I buying? (Is it a baking mix? Is it cookies? Spell it out clearly. Confusion = lost sale.)

Think about hierarchy: Your brand name, product name, and product description should be clear at a glance. If a shopper needs to squint or turn the package over, you’ve already lost them.

The most important tip I’ll leave you with is to print your design and make a dummy sample. Go to your dream retail store and stick it right next to your competitors. The shelf test is your reality check.

- Do you stand out?
- What are your competitors doing well? (Do it better.)
- What are they doing poorly? (Don’t repeat it.)
- Are their colors and graphics stronger than yours? Be honest, then adjust.

Take it a step further and watch and ask real shoppers. Do they even notice your package? Do they pick it up? Do they read it? Nothing replaces live feedback, even if it stings.

At the end of the day, if a random stranger in the cereal aisle understands what your product is and why they should buy it, you’ve done your job.

After 27+ years in packaging at L’Oréal, PepsiCo, and Colgate-Palmolive, Louise Butera knows what sells. She reveals what founders should do before even opening Canva, and the shelf test every package must pass.