How to Design Custom Packaging That Sells: 6 Design Principles

If you take one thing from this design lecture, let it be this: color does more heavy lifting than you think.

According to a study by neuroscientist Dr. Fabiana Carvalho, the colors in packaging significantly shape how consumers expect your product to taste— such as sweetness, bitterness, or roast level. Scientists call this crossmodal perception (fancy!).

Here’s where it gets really wild.

• Pink bags made customers expect sweetness and fruitiness—and even taste the coffee as sweeter.

• Brown or black bags made people expect (and experience) deeper, roastier flavors.

• Yellow packaging was associated with citrus notes and brightness in expectations.

The bottom line? Use your color palette strategically to grab attention on crowded store shelves. Research shows that bright colors and light hues feel playful and fruity. Deep, saturated tones feel bold and robust. And the higher the saturation, the more “intense” the product feels to consumers.

Good packaging design leads the eye. That means:

• Logo first: People should know who made this thing without squinting. This creates brand consistency across all your products.

• Product name second: Whether it’s “Maple Bourbon Pecans” or “Peruvian Medium Roast,” it should be easy to spot.

• Supporting info last: Fun details, certifications, and brewing notes can play the supporting cast.

Think of your bag like a movie poster: big star names up top, then the supporting crew in the middle, then the fine print on bottom.

When designing your packaging, don’t forget how the bag itself functions. A gusset bag sits best on the shelf, or packs neatly into a shipping box, when the top is rolled down. This not only helps with storage but also gives the bag a more polished look.

To take advantage of this, position key elements like your logo a bit lower on the bag. That way, your design still shines without forcing the bag to stand stiff and tall from top to bottom.

While it might be tempting to squeeze in your entire brand story, nutrition facts, and inspirational quotes onto the front panel, less is more.

Whitespace (aka negative space) is a product packaging design tool, not wasted real estate. It gives your design some breathing room, elevates the look, and makes the important stuff pop.

Pro tip: If everything on your package is “important,” then nothing will be. Use whitespace to highlight the important information and give your packaging a premium feeling.

Design doesn’t stop at what you see. The feel of your packaging materials—matte vs. gloss, soft-touch vs. smooth—plays a role as well. It’s all part of creating functional packaging that tells a story.

Soft-touch matte? Feels premium. High-gloss with metallics? Energetic and modern.

Combine that with the right color and type, and suddenly your bag’s telling a whole story before it’s even opened. Pop over to the Material Guide to get the low-down.

It’s easy to get swept up in the visual drama of packaging design, but here’s the thing: If your bag doesn’t communicate function, all that form falls flat.

Today’s consumers are clued in. They’re not just looking for a pretty pouch; they’re actively scanning for the subtle cues that say, “This brand cares about quality.” A strong reseal, a one-way degassing valve, a pre-cut tear notch—these features do more than simply adding utility. They signal professionalism, intention, and trust, which can build brand loyalty over time.

On the flip side, a flimsy bag or a zipper that won’t quite close will cast doubt faster than you can say “cheap.” Even if your beans are best-in-class, poor packaging performance can leave consumers with the impression that your product is low-quality.

So yes, design like your brand depends on it—but don’t forget the quiet workhorses that pull double duty on prestige and performance. Check out all your feature and accessory options here.

Your font choices are all about communicating with potential customers. Packaging typography has one job: to clearly communicate your brand and product, whether the bag is moving, tilted, or viewed from three feet away on a grocery shelf.

The hierarchy rule applies here, too. Your product name should be in the boldest, most readable font. Supporting text can show more personality, but save the script fonts for accents, not essentials.

Contrast is king. Light text on light backgrounds might look cool on your computer screen, but it disappears under fluorescent store lighting. If your grandmother can't read it at arm's length, it's not working.

Pro move: limit yourself to two font families max—one for headlines and one for body text. More than that, and your packaging becomes harder to read.

Great packaging isn't magic—it's solid design principles applied with intention. Here's your quick-and-dirty process:

• Start with strategy: Know your brand, your target audience, and where your product will live (shelf vs. online). These conversations belong in the earliest stages of production.

• Apply the principles: Choose colors with purpose, build a clear visual hierarchy, embrace whitespace, nail your typography, play with texture, and make it both pretty and functional.

• Test and refine: Put it in front of real people (not just your team) and iterate based on what actually works.

Whether you’re working with with one of the pros in our Designer Network or creating something eye-catching in Roastar Design Lab™, keep these principles in your toolkit.

Need a second opinion? Order a sample pack (we’ll even cover shipping) or chat with our team about all your packaging questions.