Posted on: May 27, 2020

Brand Packaging 101: The Essentials

Reading Time: 3 minutes

It won’t be an over-estimation to state that packaging design has the power to make or break your brand. It is after all, the first touchpoint between your brand and consumer. The saying “judging a book by its cover” does have some truth to it, and although a first impression may not be a 100% accurate representative of your brand, it is after all the first and sometimes the only chance to win over a customer. An enticing packaging not only leads to increased sales but contributes to overall branding as well. Let’s have a look at the essential elements of the right packaging design:

Your packaging design should be such that it catches the eye of prospective customers and they recognize it as yours, instantly. This definitely does not mean your product design has to be the loudest one on the shelf. In fact, there are plenty of brands that stand out from the rest because of their understated packaging. Therefore, what’s important is that your packaging must communicate the essence of your product’s USPs through colors, shapes, textures and text.

No two packaging designs are the same but what all packaging should have in common is, be informative. Your packaging should communicate everything that the customer needs to know, before they even open the box, including the brand name, product and its use. Protein Bar company, RX Healthy Bar’s packaging revamp is a classic example of creative yet informative packaging. While the old design was hardly intentional, the new design is a complete revamp showcasing the brand’s main promise of clean, whole ingredients, while straying away from all other unnecessary claims. Since the brand uses whole-food ingredients, they’ve plastered these ingredients right at the front on the new packaging, making them the star.

 

While so far, we have discussed the packaging essentials related to marketing, let us not forget, usefulness of the packaging is an essential point as well. Deliberate over aspects like functionality, shape and size of the packaging in alignment with the product’s shelf life, before manufacturing your product packaging. For its export packaging design, Global brewer, Carlsberg came up with a new way to package their six-pack cans, using glue to hold together the cans instead of the usual plastic rings. The “Snap Packs” not only make for an eco-friendly packaging, but can also be easily broken apart when twisted, at the same time strong enough to survive the journey from shelves to homes.

Packaging designs that evoke emotions such as joy, nostalgia or aspiration are more likely to stay in customer memory than those that don’t. That’s because emotions are closely interlinked with memories, and brands that tug at people’s emotions are more likely to stay in their memories. Personalization of emotional packaging takes it further one notch higher. Take for Instance, chocolate brand, Snickers that introduced packaging tying in with its popular campaign about hunger affecting one’s personality. They cleverly printed candy wrappers with various hunger symptoms such as feeling irritable, grouchy and sleepy. The wrapper incapsulated feelings that resonated with its customers, thus creating a deeper bond with them.

A good packaging is the one that can explain the essence of a product in a way that’s relevant to your consumers. It’s all about marrying the right amount of information to presenting it to your consumers in an appealing manner. This may all seem like a lot to ask for from one simple packaging design, but smart brands know that a clever packaging design makes all the difference to whether a product will be successful or simply languish on the shelves.

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