The Structural Component: -Features and characteristics that fulfill the package’s technical and physical requirements:  Containment -Protection/ Preservation -Qualities that facilitate transport and distribution

The Graphic Component: -Features and characteristics that attract and inform.  Motivate a purchase decision .  A great part of this concerns surface decoration.  Equally important is the form of material and shape
Attention should be given to the product prior to any consideration of the package design.   No amount of clever packaging will sell a product that the consumer does not want.

Shape- The actual package outline, or the outline of an illustration or body of text. Be aware of positive and negative shapes. Length-to-width proportions of 1:1 and 1:2 are boring.

Size- How large or small the object or design is. Size can be physical or perceptual.

Color- Color can attract attention and affects the moods or persona of the package. Color can also add expense to the package.

Texture- Perceived or real smoothness or roughness. It involves the sense of touch. Consider the difference between a plastic bag and a paper bag. Texture can be created using graphic patterns or textured substrates.

Tone- The lightness or darkness. Darker colors appear heavier than lighter ones.

Lines- Lines can be straight or curved, heavy or light, rough or smooth, continuous or broken. Certain line orientations can create different feelings: Horizontal: calm, Vertical: dignity,   Diagonal: vitality,  Curved: grace

Icons- Graphic design elements or symbols that convey meanings or messages. The most important icon are those that have equity.