Product packaging: branding through packaging design


To stand out from the competition (think for example of the multiple distribution channels of computer electronics), brands must convey their message in a distinct way. And there are few better ways to do this than by creating a unique and visually appealing packaging design.

Every piece of packaging should be used with care to deliver the right message, engage a brand’s target audience, and deliver an engaging and memorable unboxing experience.

Here are six ways to reinforce a brand’s message by creating a positive, lasting impression through packaging.

1. Brand clarity


A strong brand foundation requires an aligned purpose and strategy that focuses on a brand’s values, personality, history, positioning, and audience. Packaging, as a brand’s primary point of contact, plays an important role in clearly communicating these elements.

To successfully engage consumers, the packaging must be clean, clear, and straight to the point. Adding too much text or too many photos and graphics will only confuse and frustrate buyers. Instead, companies should stick to the fundamentals, using negative space (empty space) to direct the eye to key points in a message.


2. The target

When defining the entity of a brand, it is crucial to focus on a specific target audience and then meet the needs and wants of that audience.

Brands that try to achieve universal appeal usually go too far and, as a result, don’t appeal to anyone. Conversely, the more targeted the information, the more it will connect with the audience desired by the brand.

Advances in digital printing have allowed companies to become very adept at navigating customer variables, allowing them to customize packaging for increased connection.

3. Stand out

Consumers’ attention spans are short, so businesses need to employ innovative methods that will immediately grab attention. But being the “loudest” box on the shelf is not an adequate strategy.

To make a captivating first impression that establishes a connection, brands may need to transcend tradition and break the rules.

Through the use of unusual shapes, tactile surfaces, alluring colors, compelling graphics or captivating illustrations, the essence and attitude of a brand can be conveyed in a meaningful and memorable way.

To stand out among all the visual noise, retailers must pull out the big guns and design a packaging strategy that surprises and delights.

4. The well-being factor

A captivating unboxing experience is a powerful way to create a positive moment filled with anticipation and euphoria, thereby locking in consumer engagement and building brand loyalty.

The unboxing experience can have a dramatic effect on customer perceptions, which is why companies should invest in creating a carefully personalized process that takes buyers on an emotional, dynamic, sensory and satisfying journey without frustration. .

Soft-touch finishes, crisp edges, natural elements, crumpled paper, and smooth, movable components can add stimulating layers to the unboxing journey, helping to enhance the experience.

5. Honesty and transparency

Consumer confidence is at an all-time low. Companies must go above and beyond to express full transparency. If a consumer does not believe in the authenticity of a brand, all other efforts are in vain, so companies must do it right or suffer the consequences. One way to convey authenticity is to minimize the use of stock photographs in the packaging, instead of presenting the real faces and stories behind the product.

Businesses need to be completely honest about the quality of a product, as attempts to inflate or exaggerate the features will only exasperate consumers and create lasting damage. Buyers today care about getting the best value for their money, but they won’t tolerate deception.

To gain the trust of consumers, companies must include all important details, including a complete and accurate list of ingredients, sourcing information, and sustainability attributes. Brands must also clearly communicate their core values ​​and commitment to social responsibility.

6. Only human after all

Modern consumers want their purchases to have meaning and engagement, and the packaging is the perfect container to deliver them. A buyer’s interaction with packaging provides a rare moment of controlled interaction, guided by design that effectively conveys a brand’s evocative story.

To spark an emotional connection with customers, companies can share content that touches the heart. A personalized story such as a brand’s top goal or a founder’s entrepreneurial journey are examples of emotionally charged material that can spark passion and commitment.


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