Stand-up pouch design guide: formats, features and artwork

Stand-up pouches are everywhere: coffee, snacks, supplements, pet treats, bath salts, baby food. They are light, cost-effective and give you a large printable surface. They are also harder to design well than they look. A pouch changes shape when it is filled, has seals, zips and notches in fixed places, and is printed on materials that behave very differently from paper. This guide covers how to choose the right pouch, plan its features, set up artwork and avoid the mistakes that make pouches look cheap.

What a stand-up pouch is

A stand-up pouch is a flexible package with a bottom gusset: a folded panel at the base that opens out when the pouch is filled, allowing it to stand upright. The front and back panels are sealed along the sides and top.

Stand-up pouches are often called doypacks. They sit alongside other common pouch formats:

• Flat-bottom or box pouches: a flat, rectangular base and often side gussets, so the pouch stands like a box. Very stable and premium-looking, with five printable panels.
• Side-gusset bags: gussets on the sides, common for coffee. Often sealed at the base and folded or tin-tied at the top.
• Flat pouches and sachets: no gussets; good for samples, single servings and small quantities.
• Spouted pouches: stand-up pouches with a spout and cap, used for drinks, baby food and liquids.

Choosing the right format

Consider:

1. Product volume and density. Two products with the same weight can need very different pouch sizes. Granola takes far more space than sugar.
2. Shelf presentation. Flat-bottom pouches stand very stably and look premium; stand-up pouches are familiar and economical.
3. Printable area. Flat-bottom pouches offer more panels; stand-up pouches have a large front and back.
4. Use. Products used over time need reclosable zips. Single-use products may only need tear notches.
5. Cost and minimums. More complex formats cost more and may have higher minimum orders.

Always ask your supplier for a fill test with your actual product to confirm the right size.

Choosing materials

Pouch materials are usually laminated films, with different layers providing print surface, barrier and sealability. Common outer finishes include:

• Gloss film: vivid colours and shine.
• Matte film: a softer, more premium look; often combined with gloss spot varnish.
• Soft-touch film: a velvety feel.
• Kraft paper laminate: a natural look with a paper outer layer.
• Metallised film: a metallic look and strong barrier.
• Clear film: to show the product.

Barrier

The pouch must protect the product from oxygen, moisture, light and aroma loss for its shelf life. Coffee, nuts and supplements usually need high barrier; dry pasta less so. Your supplier will recommend a structure based on your product and shelf life.

Recyclability

Traditional multi-layer pouches combine different materials, which makes them hard to recycle. Mono-material structures, such as all-polyethylene or all-polypropylene pouches, are designed to be recyclable in some systems, and paper-based pouches are emerging. Recyclable structures can have different barrier and appearance properties, so test them with your product. Make recycling claims only when they match the material's certification and local collection.

Planning features

Features affect both function and layout. Plan them before artwork.

Zips

Reclosable zips are placed near the top. Common types include press-to-close and pocket zips. The zip takes up space and is visible through the film, so keep logos and text clear of it.

Tear notches

Small notches on the side seals help customers tear the pouch open above the zip. Place them so the tear line runs cleanly.

Valves

Coffee pouches often use a one-way degassing valve to let carbon dioxide from freshly roasted beans escape without letting air in. The valve sits on the front or back and must be avoided by key graphics.

Windows

A window shows the product, which builds trust for foods like granola, snacks and pet treats. It reduces printable area and light protection, so position it carefully and design the graphics around it.

Hang holes

Round or "sombrero" hang holes allow pouches to hang on retail pegs.

Spouts

Spouted pouches have a fitted spout and cap, which affects the top area of the design.

Setting up artwork

Work from the supplier's template

Every pouch supplier provides a template showing the front, back, gusset, seals, zip position, tear notches, valve area and safe zones. Use it at 100% scale.

Understand the seals

Side, top and bottom seals are flattened areas where the layers are heat-sealed. Artwork can usually run onto seals, but text and logos should stay away from them. Seals also appear as visible bands on the finished pouch.

Design for the filled shape

When filled, the front panel bulges and the bottom gusset spreads. Graphics near the bottom may disappear into the gusset or distort. Keep important content in the upper two-thirds of the front panel, and check the design on a filled-pouch mockup.

Use the gusset

The bottom gusset is visible when the pouch is on a shelf at eye level and below. It can carry a pattern, colour or secondary message. On flat-bottom pouches, the base and side gussets are useful for information and branding.

White ink and finishes

On clear and metallised films, colours need a white underprint to stay opaque and bright. Set white as a separate spot layer and decide where it should and should not go. For windows, leave white out so the film stays clear.

Matte and gloss varnish combinations, metallic effects and soft-touch textures all need separate layers. Discuss what your supplier's process can achieve.

Colour

Colours on film can look different from colours on paper. Ask for a colour proof on the actual film and, for important colours, specify Pantone references. See our Pantone vs CMYK guide.

Text and barcodes

Flexible printing can lose fine detail. Check minimum text sizes and line weights with your supplier, and place the barcode on a flat area with good contrast, away from seals and gussets.

Information layout

Front panel

Brand, product name, key benefit, flavour or variant, and net quantity. For food, the name of the food and net quantity usually need to be in the same field of vision.

Back panel

Ingredients, allergens, nutrition or supplement facts, directions, storage, best before area, business name and address, barcode and recycling information.

Date and batch coding

Leave a clear, unprinted or light area for date and batch codes, which are usually printed by your filler at packing time. Ask where their coder prints.

Common pouch design mistakes

• Designing flat and never checking on a filled mockup.
• Logos too low, disappearing into the gusset.
• Text on seals or across the zip.
• No space for date codes.
• Ignoring the valve on coffee pouches.
• Too many colours and effects, making the pouch look busy.
• Assuming recyclability without checking the material.
• Wrong pouch size, leaving a half-empty pouch that looks cheap or a pouch that will not close.

Pouches in a range

For ranges, keep the same pouch format and size where possible, and vary colour, illustration or pattern for each product. A consistent layout helps customers find their favourite and makes reorders efficient. If you sell sizes, scale the design proportionally and test each size.

Pairing pouches with boxes

Pouches are often sold inside or alongside rigid packaging:

• Gift boxes with several pouches for coffee, tea or snacks.
• Retail display boxes that hold pouches upright on a counter.
• Mailers for e-commerce.
• Subscription boxes with a monthly pouch selection.

Designing the pouch and box together keeps colours and branding consistent.

How we help

We design stand-up and flat-bottom pouches and sachets for your pouch supplier, and design and make matching gift boxes, displays and mailers in our own factory.

See our stand up pouch design and coffee packaging design services, or get a free quote for your pouches and boxes.

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Questions

What is a stand-up pouch?

A flexible pouch with a folded bottom gusset that opens when filled, so the pouch stands upright on a shelf.

What size stand-up pouch do I need?

It depends on the product's volume and density, not just its weight. Ask your supplier for fill tests with your real product.

Can stand-up pouches be recycled?

Mono-material pouches designed for recycling can be in some systems. Many multi-layer pouches cannot yet be recycled widely.

Should my pouch have a window?

A window shows the product and builds trust, but it reduces the printable area and can affect barrier and light protection.

Do coffee pouches need a valve?

Freshly roasted coffee releases gas, so many roasters use a one-way degassing valve to let gas out without letting air in.

What is the minimum order for printed pouches?

It varies by supplier and print method. Digital printing has made short runs more accessible than traditional plate printing.