Package Design Lesson Plan

Instructor: Christopher Muscato

Chris has a master's degree in history and teaches at the University of Northern Colorado.

With this lesson plan, your students are going to learn about packaging design as a tool for marketing. They will practice this skill be designing a product's packaging directed towards a specific target audience.

Learning Objectives

Upon completion of this lesson, your students are going to be able to:

  • Identify and discuss the elements of effective packaging design.
  • Apply basic principles of art to marketing.
  • Direct a marketing idea towards a specific target audience.


45-60 minutes

Curriculum Standards


Work with peers to promote civil, democratic discussions and decision-making, set clear goals and deadlines, and establish individual roles as needed.


Propel conversations by posing and responding to questions that probe reasoning and evidence; ensure a hearing for a full range of positions on a topic or issue; clarify, verify, or challenge ideas and conclusions; and promote divergent and creative perspectives.


Develop claim(s) and counterclaims fairly and thoroughly, supplying the most relevant evidence for each while pointing out the strengths and limitations of both in a manner that anticipates the audience's knowledge level, concerns, values, and possible biases.


  • A shoe or other product
  • A list of potential target consumers, ranging in age, income, and interests
  • Colored pencils
  • Optional: Shoe boxes, glue, paper, and paints


  • Ask students to discuss why the packaging of a product matters.
    • What should be the goal of product packaging?
    • What are the traits of good packaging? What are the traits of bad packaging?
    • How does product packaging fit within wider marketing campaigns?
    • What are some examples that come to mind of really effective product packaging? What made these effective?

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