The primary function of packaging is protection; however, the conscience of consumers has increased with time and it now encompasses many important aspects like marketing and sustainability. Package design has thus become an extremely complicated topic. Traditional package designing methods involve mainly theoretical aspects and then hands-on practice methodology. However, design thinking has become a recent trend and today, from design students to package designers, all are using it as a tool for successful and innovative package design. Design thinking has a human-centred approach, follows a gradual and interactive prototyping process, and delivers solutions to many complex problems by collaborative and multidisciplinary approach.

Design thinking, package design, brand image, prototype, creative design, creativity and innovation, package design

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