The role of packaging in building your brand

Attracting consumers to your product can be very difficult in a marketplace where everyone is screaming for attention. Brands that win are those that stop consumers in their tracks, grabbing their attention, building brand buzz and increasing sales opportunities.

It is critical to make an impression to stop a consumer in an aisle, but it is equally critical to be able to communicate the benefits and facts that the customer wants. The packaging and labels influence the brand identity; considering the importance placed on the packaging, it is not surprising that a great deal of research is spent on motivational research, color testing, typography, psychological manipulation, in order to ascertain how the majority of consumers will react to a new package.

Whether you’re a classic, modern, contemporary brand or Eco-friendly, or luxury brand; package design and development speaks the language of your brand identity. Here you can really communicate the true identity of your brand and attract your direct consumer.

For example, in the case of Pringles, made by Procter & Gamble, a package had to be designed that would protect a very delicate product. It was the first potato chips package in the saddle shape and the cylindrical can.

Another example is Ladurée famous for their Macarons. The beautiful and smart packaging indicates the brand identity of this French luxury bakery house. The soft pastel colors and feminine luxury package automatically attracts the buyer and makes the experience more desirable.

For building a successful brand, invest in the package design and development; make sure the label, colour, typography, shape and design are the ‘right’ package for your brand identity.

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