Packaging design is one of the most significant subunits of the product design field. It is the outer skin of the product, its protection layer and the first element on the consumer’s vision. These three facts increase the importance of packaging design among the enterprises and raise their competition in high levels. The most successful of them have realized that a key factor of their lettering in the open market is packaging design. Therefore they emphasize it on every day’s trends, and invest on their own designs. The present paper describes the packaging design process from the company’s perspective and the existing trends in today’s industries. Additionally, it points out a series of factors that can make a packaging design successful, based on branding and the customer perception, when different labels and storytelling are used. Consequently those factors with the research results are applied upon the olive oil packaging industry, by proposing a number of packaging design solutions at a conceptual level. This article can be downloaded free of charge from: https://link.springer.com/article/10.1007/s41783-017-0008-z
