Think, plan and act written on a chalk board.

How Packaging Contributes to Brand Identity

About John Ducard
View all posts by John Ducard

With more and more consumers using the opportunity to digitally evaluate a company by looking at product reviews, websites and talking to others that have already bought the product, the pressure for businesses to understand the needs of a target audience and create their branding and packaging to meet these needs, is always increasing.

Think, plan and act written on a chalk board.

Having both a brand and packaging that the consumer ultimately trusts and can relate to is of paramount importance. It invites the consumer to build a relationship with your brand and buy a product or service they believe in, encouraging advocacy and loyalty. A strong brand and a well-packaged product can set the business ahead of the direct competitors, so it is vital that it is carefully considered.

 

Packaging and branding are no longer just about attracting consumers while the product is on the shelf. People are spending an increasing amount of time searching for reviews, researching from a broad range of sources whether the brand is trustworthy and if they use ethical practices, as well as studying how the product is made and what it is made from. Transparency is key and if you can provide the consumer with the information they are searching for on your packaging, you are allowing their decision process to move much faster than if they had to search for the information for themselves.

 

Relationship

The packaging of your product is usually the start of the business’s relationship with the consumer. It should reflect the businesses aims and objectives so that the consumer immediately understands what the brand represents. For example, if the product is high-end and of high-quality, your packaging should reflect this. The packaging should also be appealing to the eye, as well as being functional and easier to use and remove from the product.

 

Identity

The printing, font, design and material all contribute to the brand identity, amongst other factors. The brand identity allows the consumer to easily recognise and distinguish your product from the competitors, as well as encourage engagement.

 

Communication

As previously mentioned, consumers are increasingly looking for the information displayed on the packaging to help them make their final decision on whether to purchase the product. Once the front of the item has caught their attention, consumers will then turn to the details about the product. This information should be clear, concise and easy to find.

 

Protection

Primarily, product packaging is there to protect the condition of the product, to ensure it remains in the optimum state when the consumer receives it. Damage to packaging, whether that is tearing of the box, a crushed corner, water damage or warping, can have an unfavourable and detrimental effect on the perception of your brand. The packaging should be both aesthetically pleasing, as well as considering the function. This is true for food products that have been packaged in polyolefin shrink wrap, electronic items like televisions and mobile phones, household and garden items, decorations and much, much more!

 

Let us know your brand identity and packaging tips via our social media channels; we would love to hear how your business has got to where it is today!


Enquire Now