The Power of Packaging for Brands

With numerous expenses impacting the bottom line, product packaging often falls to the bottom of the priority list in marketing initiatives. However, packaging can be a powerful tool to convey your company’s story and boost brand awareness.

Think about a typical visit to your local supermarket. How often do you notice new products and why? In the 1990s, grocery stores had around 7,000 different products on their shelves; today, that number has skyrocketed to 40,000 to 50,000 items. So how does a brand stand out from the competition?

Enter Brand Packaging and Design

When choosing a packaging strategy for your brand, consider these top four keys to success: increasing brand awareness, creating a memorable design, telling a compelling story, and making timely announcements.

1.Brand Awareness
How popular is your brand already? If your brand is already successful, it might be risky to change a winning formula. However, if you are growing your brand, there is room to experiment with different ways to increase brand awareness. Using a variety of packaging solutions, such as Eyeliner Packaging, Beauty Packaging, and Makeup Packaging, can help spread your brand logo across the market. Consistency is key to increasing brand awareness.

2.Design
A good design is clear and simple. The packaging should clearly communicate what the product is and what’s inside. Avoid being overly witty or random, as it can confuse consumers. Invest in creating iconic visual assets that stand out on the shelf. Functional design is also crucial to prevent customer frustration when opening the packaging.

3. Storytelling
Honesty and authenticity are essential for a good brand story. Emotional engagement with your brand can lead to increased customer loyalty. Tell a compelling story about your brand that gives customers a reason to care. According to the Disney Institute, emotionally engaged consumers are three times more likely to recommend and repurchase your brand.

4. Announcements
Use packaging to convey important information, such as upcoming sales, promotions, or limited availability items. Labels can alert customers to timely announcements and can be discontinued once the event has passed. Alternatively, change your packaging entirely to promote limited edition products.

Leveraging Data About Your Customers

Packaging colors significantly influence customers’ buying decisions. Understanding your customers can help you choose colors that trigger emotional responses. For example, light blue may be seen as playful, while deeper blue conveys reliability and security. Research the psychology of colors to customize your packaging effectively.

Retail data can also help maximize your packaging strategies. Measuring buyer behavior at the store level allows you to react in real-time and make packaging tweaks to see which strategy works best. Custom packaging can target specific markets, such as trendy colors for millennials or authoritative color schemes for older customers.

Though it may seem less of a priority, packaging can be a powerful way to connect with customers, raise brand awareness, and solidify your reputation. Make the most of your packaging solutions to stand out in the market.