| name | packaging-brief |
| description | Writes product packaging design briefs with dimensions, material considerations, messaging hierarchy, compliance requirements, and vendor specs. Use when designing physical packaging. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
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.
