Many product owners attach their branding goals to their packaging design. Visual design defines the essence of the brand. But let’s face it, unique graphic design alone will not convey the value of a brand.
Various other aspects of packaging can provide a tricky balance between packaging and design to provide customers with an exceptional experience.
Why is Product Packaging Essential in Branding?
The way a customer interacts with your company is 100% through packaging.
Your packaging design communicates with potential customers when you are on the retail shelves.
Once the product arrives home, the consumer interacts with the packaging – storing, opening, or closing the packaging, creating a brand image using multiple sensory signals.
Interaction with the packaging of the product its packaging can create emotions. A positive experience can make an emotional connection with the brand.
Product packaging is so essential that it affects the customer experience; how can you make it effective? Consider these packaging design elements to build a memorable brand image:
Retail prices, shipping requirements, and packaged products help select or dispose of certain packaging products. Implementing the goals of the brand experience in packaging design can add another layer of filter elements.
A similar design but different retail product packaging materials can create a distinct look and feel. Some materials can improve the product’s appearance, while others steal the aesthetic appearance. In addition, the tactile element may affect the assessment of the perceived value of the goods. For example, a customer may be unable to justify the price of a tasty and expensive snack packed in thin, unattractive plastic bags.
The transparent alignment brand has the patient starter set designed to meet specific goals for the brand experience. The quality of the packaging components used in this premium kit has been chosen from the outer box to the inner layering, considering the sensory touch and user experience.
Touching the user with images and turning these components into an integral part of the brand experience could attract consumer interest by packaging the products. This takes us to the next step.
Create Packaging Design to Attract Customers
Packaging designers are aware of visual and creative issues but require the strategic input of product owners to create models that deliver the user experience.
The packaging must look attractive to buyers. The choice of graphics will also depend on the target audience. What graphics appeal to a luxury buyer may seem monotonous and boring for a fashionable teenager. What attracts the trendy urban buyer will instantly reject the attention of a rural customer.
Brand positioning gives you a clear idea of how the advertiser would like the target market to perceive the brand. As the packaging design greatly impacts the brand image, positioning statements should be made available to the packaging design team for guidance.
As with graphics and materials, the packaging shapes are tangible and affect the store’s attractiveness.
In packaging design, designers can convey different emotions depending on the shape of various objects. Shapes and symbols can attract attention and increase recognition and memory.
For example, wine labels! The design of the wine labels conveys a lot about the aroma and price of the wine. The design of the wine bottle and the label also set expectations for the quality of the wine. In the case of Scheid Family Wines, the design team used sublimation printing instead of a transparent sticker or original wine paper. The identity of the wine brand has been portrayed as a component of the wine bottle that has given a completely different look to other wine brands in its field.
In conclusion, product packaging is an essential point of contact for your brand and a crucial part of your branding.