Creating a strong brand identity requires good storytelling in order to establish your brand as unique and relevant as well as to make it more engaging for your target audience. We’ve gone over the ins and outs of brand storytelling before, but what we haven’t touched on yet is how your package design affects your brand story and the role it plays in telling that story.
The Importance of Package Design to Your Brand
When it comes to the visual identity of your brand, consistency matters, from your website design and your social media pages to your storefront sign and your business cards. Consistency is what helps to strengthen your brand identity. As such, it’s important that consumers can recognize your brand from the packaging of your products. If the packaging is consistent with your brand, people who are already familiar with your brand will identify it right away, making it easier to stand out from the crowd.
Keep in mind that it works the other way as well – those who purchase your product will become familiar with your brand as a result and be able to identify your brand when they see it elsewhere — as long as there is consistency with your branding efforts.
Brand Storytelling Using Your Package Design
Using visual elements of your brand in your package design is important, but there’s more to it than just that. When designing a product’s packaging, what it ends up looking like on the shelf can tell consumers a lot about what your product is. For example:
Targeting your audience
When designing the visual elements of the packaging, you should take into consideration your target audience. For example, packaging for kid products often uses large, bold typography and a colorful style, while products targeting career-oriented adults may use more elegant typography in a more minimal design.
Conveying an experience
The package design should reflect the experience of your product. For example, an eco-friendly product should probably be packaged using sustainable materials to help build trust in your product. If you’re selling a luxury product, then you should use high-end materials and not cheap packaging. If one of the benefits of your product is convenience, then the package should be easy to use.
Creating an aesthetically pleasing design
Consumers tend to judge books by their covers. When they see that a brand has put effort into creating a visually pleasing package, they will assume that this is reflective of the brand’s effort to create a high-quality product. The real challenge is not only creating a visually pleasing design but one that is unique amongst competing products as well.
Your package design has a huge impact on your brand identity, and vice versa. It should help spread awareness of your brand, it should promise to deliver on your unique value proposition, it should target your audience, and it should speak to the personality of your brand. Your package design shouldn’t just leave a good first impression, it should leave a lasting impression.