Flo Bayley

Flo Bayley - Packaging Designer

"The art of good packaging design is about finding a graphic way of suggesting deliciousness. As you can't taste or smell what something is going to be like just by looking at it, my challenge is to encapsulate what's on the inside, on the outside," says Flo, who studied graphic design at the London College of Printing before going on to work for Conran's design emporium in the Eighties. "The prince of gastronomes, Curnonsky, said, 'Food should taste of what it is.' This is the basis for a good definition of packaging design: it must evoke what it is. If the product is Mediterranean, the packaging design must say 'Mediterranean'. If it's organic, it must look organically produced." One recent project that Flo feels particularly proud of is the new Waitrose own-brand Italian pasta sauces. "I like the mushroom on the label of the jar of tomato sauce with mushroom. I can taste it."

I found this quote whilst researching into my final project. I think it sums up exactly what packaging needs to do.