“GOOD PACKAGING PROTECTS YOUR PRODUCT, GREAT PACKAGING PROTECTS YOUR BRAND”
Don’t take our word for it when we say packaging is an art. The biggest names and brands put as much effort into packaging as they do on products. Adam Lashinsky, in his book “Inside Apple,” mentioned how passionate Steve Jobs and Walter Isaacson were for the packaging, they would spend hours to make their product feel more special with packaging. Steve Jobs has a famous quote that reads – “Packaging can be theatre, it can create a story”, emphasizing the attention packaging requires.
Importance of Packaging for Powerful Branding
Imagine walking into a store and spotting something that instantly captures your attention. It’s not just the product but the packaging that draws you in. This is the result of a well-thought-out brand identity incorporated into the packaging. Packaging isn’t merely a vessel; it’s an extension of your brand. Good packaging should be part of your branding strategy, as it serves a multitude of purposes that are crucial to a brand’s success.
First Impressions
Your product’s packaging is often the first point of contact between your brand and your customers. It’s an opportunity to make a lasting first impression.
Brand Recognition
Packaging plays a pivotal role in brand personality and recognition. Think about iconic brands like Coca-Cola or Apple – their packaging is instantly recognizable worldwide.
Information and Communication
Packaging communicates essential information about the product – its ingredients, usage instructions, and benefits. This information can sway purchasing decisions.
Protection and Preservation
Beyond aesthetics, packaging must also protect the product and ensure its freshness and quality.
Differentiation
Your packaging should set you apart in a sea of products. It should convey what makes your product unique.
Sustainability
In today’s eco-conscious world, sustainable packaging demonstrates your commitment to the environment and appeals to a growing segment of environmentally-conscious consumers.
Good Packaging Tips That Brands Should Incorporate
As mentioned, how you package your product serves multiple magnitudes, and it won’t be a false statement to say that packaging often defines your brand’s identity. So, when one sits and decides on the packaging, here are some points that should be considered.
Know Your Audience
Your packaging should resonate with your target audience. Understanding their preferences and values is key. For example, eco-friendly packaging might be a wise choice if you’re targeting a younger, eco-conscious demographic.
Simplicity is Key
Keep your design clean and uncluttered. A cluttered design can overwhelm customers and make it challenging to convey your brand message.
Consistency with Branding
Your packaging should align with your overall branding. This includes using your brand colors, fonts, and logos consistently.
Storytelling
Use your packaging as a canvas to tell your brand story. Incorporate elements that reflect your brand’s history, values, or mission.
Think About Practicality
Ensure that your packaging is functional and user-friendly. It should be easy to open, reseal, and store.
Quality Matters
Invest in high-quality materials and printing. Subpar packaging can give the impression of a subpar product.
Sustainability
Consider sustainable packaging options. This not only aligns with eco-friendly values but also appeals to conscious consumers.
With these tips in mind, let’s explore creative ways to incorporate your brand identity into packaging.
Packaging Process We Follow to Create Brand Identity
Various brands have established their identity from the way they package their product, and here are a few examples of packaging that we developed, helping brands build brand recognition.
Focus on the Vibrancy of Colours
Haveraw, is an FMCG brand specializing in energy bars. Our packaging philosophy for the brand is an artful fusion of vibrant colors, subtle imagery, and informative details. Each color used on the packaging corresponds to a unique flavor, sparking curiosity and emotions. The inclusion of a tempting image of the energy bar itself invites customers to unwrap and experience the product. We maintained consistency in packaging design across the outer box and inner wrapper to build trust and recognition. We prioritized transparency by providing easily accessible nutritional information and highlighting their Unique Selling Proposition (USP). Additionally, for Haveraw, we incorporated elements of nature in the packaging to reflect their commitment to natural ingredients. In essence, Haveraw’s packaging is not just aesthetically pleasing but also serves as an engaging and informative experience that aligns with their values of transparency and nature-inspired goodness.
Focus on the Simplicity
LP Screw, a brand dedicated to blue-collar workers, and therefore we prioritized empathy in its packaging design. Our packaging philosophy for the brand revolves around simplicity, using universally understood language to convey product information clearly. To ensure the safety of its potent screws, we employed square plastic boxes that prevent sharp edges from damaging the packaging. The packaging also emphasizes security and sturdiness, with a sealed promise of protection, and it is designed for reusability to promote sustainability. Additionally, the cardboard packaging is easy to assemble, saving valuable time for customers and retailers. LP Screw’s packaging reflects their commitment to understanding and serving their customers with simplicity, security, sturdiness, and time-saving convenience, aligning with their brand philosophy of providing simple, secure, and efficient solutions for their users.
Focus On Innovative
Bondzil, a renowned sealant and adhesive company. For the packaging philosophy for the brand, we included innovative and intuitive packaging design. While making their packaging we kept in mind that their approach focuses on making sealant application easy and ensuring product clarity. Hence, the packaging is vertically oriented for enhanced visibility during use. It features vivid illustrations of each sealant’s application, leaving no room for confusion. Unique color schemes for each sealant type aid in swift product identification and add vibrancy to workspaces. The hybrid product range is highlighted with sleek black packaging, emphasizing both performance and aesthetics. Bondzil’s packaging blends functionality with aesthetics, enhancing workspaces with eye-catching design elements. Bondzil’s packaging reflects their commitment to excellence, offering an intuitive, visually striking experience that elevates projects and workspaces with precision and style.
5 Important Elements of Packaging Design
While you work on the ideas mentioned above, also keep in mind some of the elements you should consider to have your own unique packaging.
Clarity
Your packaging should clearly convey what the product is and its key benefits.
Legibility
Ensure that any text on the packaging is easy to read, even from a distance.
Versatility
Consider how your packaging will look on different products and sizes within your brand’s range.
Legal Requirements
Adhere to all legal requirements for product packaging and labeling.
Testing
Before finalizing your packaging, conduct consumer testing to gather feedback on its effectiveness.
Incorporating your brand identity into packaging is an art that can significantly impact your brand’s success. Remember that the best packaging doesn’t just protect the product; it creates an emotional connection with the customer. By using unique shapes, fonts, colors, textures, and interactive elements, you can turn your packaging into a canvas that tells your brand’s story and captivates your audience.
Real-World Branding Triumphs
Let’s take a look at some real-world examples of brands that have mastered the art of incorporating their identity into packaging:
Tiffany & Co.
Known for its iconic blue boxes and white ribbons, Tiffany & Co. has made its packaging synonymous with luxury and elegance. Opening a Tiffany box is an experience in itself.
Apple
Apple’s minimalist packaging design is as sleek and innovative as its products. The unboxing experience is carefully curated to reflect the brand’s commitment to simplicity and cutting-edge technology.
Nike
Nike’s shoeboxes are instantly recognizable with their bold swoosh logo and signature orange color. This consistency has helped Nike become a global athletic brand powerhouse.
Pringles
Pringles’ cylindrical packaging not only protects the chips but also makes for a fun and stackable design. The can shape is so iconic that it has become a part of the brand’s identity.
Coca-Cola
Coca-Cola’s contour bottle is a classic example of packaging that embodies the brand. Its unique shape and iconic red label have become symbols of refreshment and happiness.
Towards The End
Packaging is more than just a protective shell for your product; it’s a powerful tool for expressing your brand identity. By understanding your brand, employing creative design techniques, and staying true to your brand values, you can create packaging that leaves a lasting impression on your customers. Remember, your packaging isn’t just what holds your product; it’s what holds your brand’s story. So, make it a story worth remembering because, sure it’s a theater, sure it creates a story.