Think about your favourite brands – what is their packaging like? In most cases, it’s likely that the packaging reflects the brand itself, whether through logos, colour schemes or a bespoke but recognisable design. If your brand isn’t doing the same, why not? Whether it’s printed packaging such as tape, bags or tissue paper, or the main product’s box or bag, the design is important for making your brand and products stand out. Here’s why:
Product Position And Brand Recognition
Where do you want your brand to sit within your market? It is aimed at the higher end of the industry, or is it designed to be more accessible while still promoting quality? A bit of carefully-chosen and smart packaging design can help you portray this for your products with a single look. If you want your products to come across as luxury, something as simple as a distinctive design and attention to detail can do precisely that.
Think about Apple – Despite the simple white design, the boxes for their products are instantly recognisable not just through the logo, but through consistency. Regardless of whether you’re purchasing an iPad, an iPhone, an Apple Watch or even the Apple Pen, the product will be handed to you in a crisp, white box with the product in question printed on the top. The quality and recognition alone can provide users with the idea that the products are high quality and part of the luxury market. There’s no need for excessive design.
Part Of The Experience
If you’ve ventured anywhere near YouTube in recent months, chances are you’ve seen the odd unboxing video or five listed right there on your suggestion screen. This genre of video is extremely popular with kids and consumers of all ages, with the highest-paid YouTuber, a 7-year-old unboxer, earning a whopping $22 million from the videos and his resulting toy line. If this has taught marketers anything, it’s that the unboxing experience matters.
The satisfaction and joy of opening up a package or product are unrivalled and can give the impression of anything from entertainment and quality, to food freshness. In many cases, it can push the idea of authenticity too, with seal stickers or branded tape helping to provide an extra sense of security.
Consider Eco-Friendly
Eco-friendly packaging has never been more important. In 2018 alone, 61% of millennials reported that they would pay more for a product if it was eco-friendly, with 58% of Generation Z and 55% of Generation X saying the same. Given that this year has seen a boost in environmentally-conscious consumers, those stats are set to increase over the coming months. The younger generations tend to lean towards brands that are environmentally conscious, and your packaging can be a great way to not only showcase this but help the environment in the meantime. Recyclable and biodegradable packaging is an easy change that can have a massive impact or, depending on the products that you sell, you could consider going completely package-less.
Producing packaging for your products, whether you’re preparing to send them to your consumers or just box them up ready to be sold in-store or online, needs to put across the right message. The design, from the colour scheme to your logo position, can each affect how your brand is viewed. Think about the message you want to portray, and adjust your designs and branding accordingly. Good luck!
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