What Does Packaging Say About a Brand?
The way that a company presents itself to the world matters. In today’s fast-paced world, customers are bombarded with advertisements and content all the time. When a customer is faced with so many options, how can they be sure they’re choosing the right brand?
Your branding should instantly tell your potential customers everything they need to know about you. It needs to be visible in every interaction you have with them. This is especially true when it comes to packaging because that’s one of the few times they’ll have your brand literally in the palm of their hand.
Whether it’s an online storefront or a physical store shelf, your package needs to communicate what makes your brand special. It gives potential customers insight into what you value as a business and lets them know what to expect from your products when they buy them. Custom shipping boxes will do this like nothing else.
What Does Your Package Design Need to Achieve?
Your custom packaging may be one of the first things a customer sees of your brand, so it’s a great opportunity to make a lasting impression. In fact, research has shown that the purchasing decisions of 72% of US citizens are influenced by a product’s packaging.
There are a few key elements your packaging design needs to have to make a positive impact on customers:
- Trustworthiness
Your custom packaging design needs to show that you’re a trustworthy brand. It does this by conveying your brand’s values through your colors, fonts, and design elements.
- Visibility
You need to make sure your packaging stands out from the other products on the shelves. Many customers will make their purchasing decision based on which product is most easily found.
- Universal Appeal
Your packaging needs to appeal to as many consumers as possible. You don’t want your brand to be too niche, or it’ll be left behind.
- Functional Appeal
Your packaging should also be functional. This means your product should be easy to use, handle, and store.
- Excitement
Finally, your packaging needs to excite customers. You want them to be so impressed by your packaging design that they can’t wait to get their hands on your product.
Four Strategies to Achieve Good Package Design
Whether for packaging or for a website, great design has to follow the same time-tested rules. However, whether a package’s design has followed the rules aren’t what customers notice. They’ll notice whether or not it’s:
- Eye-catching
The first thing customers are going to notice about your package design is how visually appealing it is. When it comes to grabbing someone’s attention, subtlety isn’t always the best option. You want your packaging to stand out from the crowd so customers know exactly what brand it is.
- Consistent
Your brand is more than just one product. It’s an entire company with multiple offerings. Therefore, your packaging needs to be consistent across all of your products. This is one of the best ways to build trust with your customers.
- A Unique Brand Voice
Your package design is a great place to start building a brand voice. This is a chance for you to show customers who you are and what you value as a brand. What values inspired you to start your own business?
- Telling Your Story
Every brand needs a story behind it. What do you want your customers to take away from using your products? Your packaging is the perfect place to tell your brand story.
Is Your Packaging Functional?
Not only does a well-designed package make your brand more appealing, it also makes it easier for customers to use your products. Your packaging can improve customer experience in three ways:
- It can make your product easier to store
If you’re selling something that needs to be stored, like household cleaners or food containers, your packaging can make the products easier to organize. For example, if you’re selling food containers, you could design custom boxes to stack easily on top of each other to save space in the pantry.
- It can make your product easier to use
This is especially important if you’re selling products that need to be applied. Your packaging can make the product easier to apply and make the process less frustrating for the customer.
- It can make your product safer
Custom shipping boxes can protect your product from damage during shipment and make it safer for customers to use.
Packing It In
Packaging is the first thing your customers see when they purchase your product, so it’s important to make it appealing. The most effective way to do this is to create a custom package design that reflects your brand’s personality. A well-designed package can boost your sales and boost your profits. To be successful, it’s important to make sure your packaging design is appealing and memorable.
