The Importance of Package Design – How it Affects Your Brand Story

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.

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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.

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What’s Trending in Packaging Design

The packaging of your products is more than just packaging, it’s a way to promote the product as well as your brand. Because there are so many businesses out there competing for the same audience, it’s important that you do everything you can to stand apart from the competition — and this includes keeping up with what’s trending in packaging design. The following are some of the articles that we’ve found that explore current packaging design trends in addition to where packaging trends are going in the future.

Smart packaging creates new ways to connect with consumers

When it comes to baking and snack packaging design, consumers care about functionality, such as whether packaging is re-closeable. With new advances in technology, manufacturers are turning to the Internet of Things (IoT) to create smart packaging, going beyond what a product’s package has traditionally been able to do. For example, NFC uses tags on their packages that allow consumers to pull up useful information, including promotional offers, product information, and more, using their smartphones. A recent article on Baking Business details the potential of smart packaging and how it could change the way consumers interact with packaging in general.

Special effects: Tetra Pak offers eye-catching options

The visual design of a product’s packaging is often what helps it stand apart from the competition. Food Dive recently published a blog focusing on Tetra Pack Artistry, a line of packaging material designs meant to help food and beverage makers give their products a stylish facelift. These unique designs include packages that resemble paperboard with wood fibers and even packages that use holographic images. All of these packages are carefully designed to draw the eye of the consumer and generate interest in the brand.

What are some package design trends that you can follow for the remainder of 2018? Read here!

How winning brands differentiate with digital packaging

The demand for high-quality, sustainable beautify products has resulted in more and more new brands entering the market, resulting in extremely stiff competition. A recent article on Beauty Packaging explores how competition has driven the need to explore every potential advantage, including through the use of a digital packaging design that allows consumers to engage with the brand more effectively. Digital packaging has allowed companies to provide more information to consumers without cluttering their physical product packaging. QR codes that allow consumers to scan packaging using their smartphones to access more information is just one example of successful digital packaging design.

A more flexible design for gel-based spirits

Roger Renstrom recently wrote a blog focusing on Flexible Packaging Association’s 2018 competition, in which two students from the Iowa State University designed easily transportable flexible squeeze pouches for Win-O’s gelatin shots. The packaging is not only well designed from an aesthetic standpoint, but also from a functional standpoint as it makes the product it holds easier for consumers to use. The design uses a laminated structure of PET, polyethylene, and foil, and allows users to easily squeeze the product out of the package using a small tube to consume at their own pace.

These four recent articles should give you some valuable insight into what’s trending in packaging design as well as where the future of packaging design might be heading.

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