Carte Blanche in Packaging Design: A Mental Reset for Better Results

The Problem: Lack of Information and Preconceived Notions

Packaging design is often approached with preconceived ideas and insufficient information. This can stifle the creative process from the start, as existing thought patterns are too quickly relied upon. It is easy to lean on established design trends to ensure a positive reception. However, this mindset can hinder innovation and the courage to be truly creative.

In many cases, the concept phase lacks a comprehensive collection of insights. The needs of all stakeholders—from marketing and sales to logistics and product management—are not sufficiently gathered. As a result, the design may fail to meet the expectations of different departments, leading to conflicts or lack of acceptance later. The focus is often too much on the brand identity alone, without considering the practical and functional requirements necessary to make the design truly successful.

Moreover, there is a risk that the design is driven solely by aesthetic considerations or current trends rather than the actual needs of the target audience or market. This can result in packaging that looks appealing but is neither functional nor sustainable.

The Solution: “Everything is Possible, Nothing is Mandatory” – The Importance of a Mental Reset

The key to successful packaging design lies in a mental reset and complete openness during the concept phase. The “everything is possible, nothing is mandatory” approach means that designers and brand managers keep all options open at first, without immediately settling on preconceived solutions. It is crucial to actively involve all relevant stakeholders during this phase. Only when all perspectives and requirements are gathered early on can truly effective design decisions be made.

1. Gathering all stakeholders’ needs: Before creating a design, it is essential to ensure that all involved departments—marketing, sales, product management, and even logistics—can share their requirements and expectations. A broad understanding of both internal and external needs leads to a design that satisfies all stakeholders from the beginning, avoiding misunderstandings or rejections later.
2. More insights for greater success: The more information and insights are collected, the better the design can align with the brand’s goals and values. Customer insights, obtained through surveys, are fundamental. Competitive analyses provide valuable insights and opportunities for reflection.
3. Pushing boundaries to define new limits: Only by exploring how far a concept can go can new horizons be established. Which ideas still align with the brand strategy, and which ones go too far? Is there an opportunity to reassess the strategy altogether? Innovation arises when we free ourselves from constraints and think differently.
4. Changing perspectives and refining focus: Taking on different viewpoints helps establish priorities that offer real added value. Why should I buy this product? What benefits does the packaging provide in everyday use? What is missing for a better user experience?
5. Brand comes last: The “Carte Blanche” principle means that the design is initially developed without immediate focus on brand identity. While branding plays a crucial role, creative and functional solutions should take priority in the concept phase. Once these solutions are developed, brand elements can be gradually integrated. This approach ensures that the design aligns not only with branding guidelines but also with actual product and market demands.

Conclusion: Creative Freedom for Successful Design

A mental reset in packaging design allows for an open creative process without immediate restrictions. The “everything is possible, nothing is mandatory” approach provides the freedom to develop innovative ideas while also considering the functional and strategic needs of all stakeholders. By gathering input from different departments early on and integrating branding as the final step, designers can create packaging that is both practical and brand-compliant.

This transparent, open process not only fosters greater creativity but also increases acceptance and ensures long-term success in packaging design. It also creates the opportunity to develop solutions that provide a competitive edge.