How Packaging Impacts a Brand

Have you ever thought of the things that you never think about? I know! It sounds weird. But think about it.?

Have you ever thought about bubble wraps that cover delicate goods? Or the tube your toothpaste comes in, or the aluminium foil that covers the cheese cubes??

Now that we think of it - notice how each packaging is different. That’s because different materials interact differently with each other.

The impact of packaging is not limited to product quality and longevity. It also affects your brand and how people perceive it. Believe it or not, it is a huge part of branding, and today, we are here to know more.

Importance of packaging

Packaging isn’t just a box or a label. It is the first touchpoint of your customers with your brand. It protects the product and makes it presentable while conveying what your brand stands for. Packaging acts like a barrier and helps boost the shelf life of a product, preserve its safety and maintain freshness. This is achieved through controlling conditions like moisture, oxygen levels, and odours which protect and secure product quality.?

As time progresses, consumers are becoming more conscious about the products they buy. It has become a common practice to check the ingredients. It is another reason why packaging is a must.?

Additionally, good packaging means less waste and smoother shipping. So, next time you decide on a packaging for your brand, remember: it's not just about what's inside, but the whole package deal.

Role of packaging in brand identity

Visual impact

The visual impact of packaging on brand identity is the most prominent aspect. We see colours before letters. So, people associate a brand with its primary colours.?

• Think Fevicol: you think of white, blue, and orange.
• Think Coca-Cola: you think red.
• Think Dove: you think white.

With the right colours and imagery on your packaging, you will surely make a mark.

Customer perception

Packaging isn't just about a product looking pretty; it's about how it makes you feel. A sleek, well-designed package can make your customers think, "Wow, this brand must be top-notch!" It's all about creating that trust and connection with the customer.?

Shelf appeal is an important aspect of packaging and significantly influences a product's brand. Eye-catching packaging can attract consumer attention, increase visibility and set the product apart from competitors. It shapes consumer perceptions of product quality, value and desirability.?

The shape and size of product packaging are vital elements in shaping brand identity too.? Packaging helps differentiate products from competitors and influences consumer perceptions of value, whether it's seen as luxurious, modern or sophisticated. It should be in line with the product's functionality and usage, being convenient, easy to store, and intuitive to use.

Prioritising convenient transportation packaging reflects a brand's commitment to consumer convenience and satisfaction and impacts brand image positively.

Moreover, designing packaging that resonates with the target demographic and supports the brand image requires understanding consumer preferences, trends, and buying behaviour.

Cultural relevance

Packaging should speak the language of the people it's targeting. Whether it's colours, symbols, or even text, it must resonate with the local culture. Let's face it: what works in one place might not work for the other.?

Bright colours and flashy fonts work for the majority of Indian consumers, but minimalistic packaging is gaining momentum.?

Functional consideration

It is not enough to focus on how it looks, it must work and convey the values of your brand. More and more people want to see sustainable and eco-friendly packaging.?

So, when choosing packaging solutions, ensure the right balance between style and substance.