Having a good bases of design should be is the starting point of any project. It is the basis of the piramyd of a good product.
First: Diferencial aspect.
The main idea is the first block of the base, and the most important is the question: What is the differential value in my design? We usually design because we have some necesity for cover, not for copy products, anyone can copy product better or cheaper than you, you, as a good designer has to add a new value, something that makes your design different of the resto of designs.
Then: You must know clearly the differential value of your design.
Second: information and more information.
After this, the other important block of the pyramid is information. You have to give yourself tons of information. This is not a minor point because: Starting to design without enough information is a typical mistake.
Honestly, everyone prefers to design more than read, we love the action and we hate reading, it is more boring than designing, but the lack of information will be paid with time and money.
A bad design caused by the lack of information will cause many errors in the manufacturing process, which causes the waste of time, and possibily, the necesity of return to buy materials
A good product, is the result of a good design, and a good design is the result of a good idea well developed.