August 15, 2022
The design on a product’s packaging is more than just a design, it’s an extension of everything a brand stands for. People tell a lot from the packaging.
The design on a product’s packaging is more than just a design—it’s an extension of everything a brand stands for. People can tell a lot from the packaging of a product. The imagery, the text, the subtle messages. And seeing as people are bombarded with new products that continue to fill the shelves of physical and online stores, which brand they choose has a lot to do with the first glimpse they get and the subtle message they glean from designs on product packaging.
If you’re a brand that wants to consistently be one of the people’s chosen few, you ought to pay great attention to detail when it comes to how you market yourself with your packaging design. Each word, image and packaging type, such as perhaps using unique plastic pouches over boring boxes, communicates a lot about your brand. Successful brands pay close attention to every detail. And they’re willing to try different packaging designs to find what markets them the best.
In this article, we’re going to delve into how your packaging design is essential to marketing your brand.
The best in marketing their brand know packaging design is a great opportunity to showcase their unique brand style. Why is brand style so important? Simply put, recognisability. The world recognises Apple by the design they implement on all their products and product packaging. So too should you want people to recognise your brand as soon as they see a piece of your unique product packaging design.
An essential part of great branding is standing out. Everything from the imagery, the fonts and the packaging material should be stamped across your product packaging designs. Perhaps you’re a brand specialising in dog food treats and need special plastic pouch packaging that keeps the food fresh and is biodegradable, showing your care for the environment. Or maybe you’re in the arts and crafts and are passionate about beautiful imagery that’s important to your brand image. Whatever the case, use packaging design as an opportunity to showcase your unique brand style.
Your packaging design is also a way to tell your brand’s story. An image says a thousand words. And capturing your brand ethos with the right words in the way of a slogan or a quick biography are great ways to market your brand through packaging design.
What is it that separates you from your competition? What makes you unique? What is it you pay special attention to and do better than the rest? Your product packaging design is a powerful means of communication—so tell the world what’s great about your brand with authentic packaging design.
We mentioned earlier how people are quick to choose one brand over another based on appearances. Another perhaps even more powerful way to choose your product over your competition is by enticing people with powerful packaging design. More specifically, you can effectively market your brand by capitalising on the fact that great packaging design is more than just imagery—it’s a sensory experience.
Enticing, powerful packaging design entices us through engaging our sight, touch, sound and possibly smell and taste. For example, you can smell Benedict’s dark chocolate mints through the plastic wrapper, creating a powerfully engaging sensory experience that’s sure to make every dark chocolate mint lover throw the box into their shopping basket without second thoughts.
In regards to enticing through packaging design, powerful imagery and beautiful packaging material that feels pleasurable on touch are just two potential methods of enticing people through powerful packaging design. Get creative and tailor it to match your brand.
One of the most exciting aspects of brand packaging design is including your logo. Every brand wants to include its own seal of approval. The mark that sets them apart. A logo is another strong form of brand recognisability. With enough marketing spread and over a long enough period of time, your logo on the front of all your packaging designs can induce brand recall in all those that see it. In other words, you can become instantly recognisable—a powerful aspect of brand marketing.
The logo needs to be well-thought-out, however. It can’t be anything. Your logo encaptures who you are. It tells your brand story. And it’s an opportunity to show your creativity. One of the best things about designing a logo is that, unlike text, you should be able to include it in any sort of packaging design. Large, medium or small, glass bottles, organic wood boxes or plastic pouches. Whatever you use, you should be able to find a place to stamp your unique logo on your packaging design for your products for all to see.
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