The Importance of Packaging Design to Your Brand

Posted on: February 5, 2021 10:06 am

Packaging Design | Kaizen Brand Evolution

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 recognise your brand from the packaging design of your products. If the packaging is consistent with your brand, people who are already familiar with your brand will identify it right away. This makes 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.

Think about it: when you are picking out a bottle of wine, aren’t you drawn to the bottles with interesting labels? Your product’s packaging can be a consumer’s first point of contact with your product, and a well designed package may make someone try a new brand or product line they’ve never heard of. 

Your package design is one of the most important elements in a successful product launch (or re-launch). But there are so many things to think about when designing a package – it is design that has to function. It has to protect what’s inside. It has to allow for easy storage and distribution. It needs to display information about what it is and draw attention to itself on a shelf full of competing products. 

No matter how good a product is, poor packaging can keep it from selling. Here are some important questions that need to be asked when creating a successful packaging design:

3 Questions to Ask When Designing Packaging for your Product  

1. How will the packaging represent your brand?

What is your brand’s personality? This can be conveyed through colour, fonts, and textures. Good design uses these elements to convey a brand’s story. Great design goes even further…consider the shape of the package – whether it’s a bottle or a box, make it stand out with a unique silhouette. Consider metallic foil stamps, embossing or varnishes.

2. What is the desired price point for this product?

We make assumptions on a product’s price point before we see a price tag. Once we’ve made those assumptions, we look at the price and decide either “this is a really good value” or “I can’t believe they are charging that much for this.” Your product’s increase in desirability and perceived value can help you charge more for it.

3. What types of materials are you going to use?

How durable does this packaging have to be? How long does this package have to stay intact before consumer use? Plastic, aluminum, glass, and paperboard are traditionally used, but we also need to think about your target audience. Are they environmentally conscious? If so, it’s probably best to look at alternative materials such as bioplastics. Sustainability also means using the least amount of material possible. An eco-friendly package will be ingeniously designed to function well with minimal materials.