How Does Packaging Design Impact Your Brand Identity?
Today’s competitive market setting, customers are spoiled by endless choices when it comes to purchasing any product. The easiest way for them to make purchasing decisions is by looking at the product’s outer appearance, which is product packaging. Moreover, customers can perceive a brand by simply looking at how it presents the product. This is the main reason for big brands (and your brand, too) to pay attention to their packaging design. But how does packaging design can eventually impact brand identity? Let’s discuss this further!
The Role of Packaging in Shaping Brand Identity
Packaging today acts more than a mere container that holds your product. These days, product packaging serves as the first point of contact between your product and customers. When customers pick up a product, whether it is a fancy skincare item, a delicious food snack, or even a pharmaceutical item, the packaging design tells everything about it.
With more options available, branded packaging design is usually the first thing a customer notices. In fact, it has the power to immediately control their perception of your brand.
Well-designed packaging will surely protect your product. But more than that, your packaging design can set up customers’ expectations for the quality and reliability of your product. Eventually, by viewing your product packaging, customers will then make up their minds about your brand identity. Whether you want them to perceive your brand as a reliable, professional, or an up-scale one, it is your packaging that shapes the exact identity.
How Key Elements of Packaging Design Define Brand Identity
Now that you know how packaging can shape your brand identity, how can you define your business’ unique identity? The answer lies in the key elements of your packaging design.
Logo and Brand Colors
Your logo is the focal point of your brand identity as it’s the first thing customers notice. The consistent use of colors on your packaging can create a strong visual connection with your target audience.
For example, if your brand is eco-conscious, you can choose a green color for your packaging. Meanwhile, the black-colored packaging is ideal to convey a stylish brand identity.
Typography
Typography is another design element that can set your brand identity. Some brands use modern fonts like Helvetica or Open Sans on their packaging to convey innovation. On the other hand, typeface font styles like Sans Serif can ideally convey elegance and tradition.
Remember that you should choose the font style that matches the values and image you want to project. For example, if you sell organic CBD products, an earthy font style on your custom CBD boxes with logo can highlight the holistic nature of your products and brand.
Material Choices
The material you use for producing your packaging also has a major role in telling about your brand’s promise of quality. Eco-friendly packaging materials like kraft and paperboard are famous as customers are increasingly aware of environmental issues. On the other hand, premium materials like rigid can present exclusiveness.
Shape and Size
The size and shape of your product packaging are just as important as its visual elements. For sure, you need accurately measured packaging to protect your product properly. Plus, by choosing unique or custom shapes, you can differentiate your products on the shelves. Eventually, by being unique with your packaging design, you can make your brand more memorable.
The Printing Options
Last but not least, printing is another essential element of packaging design you should consider. To get sharp and vibrant results, you can choose digital or offset printing techniques. With the right printing option, customers will see how your brand pays attention to the detail of your packaging design.
How Does Packaging Design Serve as a Brand’s Storytelling Tool?
Your packaging design can work as your brand’s storytelling tool. Every detail, from the selection of colors to the images, can evoke a story that resonates with your customers.
Effective brand packaging design tells how your brand is dedicated to health, sustainability, or luxury. As a result, this connection can really help in shaping customer loyalty.
Be Consistent with Your Packaging Design
When it comes to building a strong brand identity, consistency is key. When you apply unified design across all your products, it will reinforce brand identity and help customers easily find your products. Even better, if your packaging design is consistent, customers will begin to recognize your brand in every store, even if they have never bought anything from you before. Therefore, having consistent package design across your entire product line is highly essential. To do this, you should match key visual elements, such as logo, color palette, typography, and overall packaging style.
For instance, if you offer different types of skincare items, by being consistent with your packaging design, customers can easily find your products. In addition, they will know that your brand is reliable and feel more confident in choosing your products. After all, reliable brands will pay attention to every single detail of their products, including how they present them. In other words, being consistent in your packaging design can also build strong customer loyalty. Even better, those loyal customers will surely recommend your products and brand to others. More sales to grab!
Summing Up
No doubt, packaging design can really impact your brand identity. In fact, customers can perceive a brand by simply looking at how it presents the product. This is the main reason for big brands (and your brand, too) to pay attention to their packaging design. Well-designed packaging will surely protect your product. But more than that, your packaging design can set up customers’ expectations for the quality and reliability of your product. Eventually, by viewing your product packaging, customers will then make up their minds about your brand identity. The good thing is, that you can define your unique brand identity by adjusting key elements like logo, brand colors, typography, material choices, shape, size, and printing options. Ultimately, by being consistent with your packaging design, you can reinforce brand identity and help customers easily find your products.
