3 Tips to Create an Impactful Brand Packaging DesignApril 15, 2020
Your packaging design can have a significant impact on your brand’s image. According to a Harris Poll survey, 66 percent of Americans believe packaging tells them how much retailers care about them and their orders.
How can you keep wishy-washy packaging design from spelling disaster for your business? Follow these three tips to create an impactful brand packaging design and make a positive first impression with your customers:
Tip #1: Create a convenient and pleasant user experience
With new and optimized materials available for packaging, there is no excuse for packaging products poorly. Materials now exist that can make boxes significantly lighter without compromising the durability of the package. Here are a few ways you can improve the functionality your packages:
- Design multi-use packs
- Use packaging that is reusable and convenient to store
- Make packages easy to recycle
- Improve packaging points customers interact directly with, like zippers and opening tabs
- Consider adding inserts with promo codes or free samples
Tip #2: Give your product an identity
Your journey to successful brand packaging design doesn’t end at functionality. To make your packages stand out, you have to give them a unique identity. When designing your packages, think of ways to convey a message or story through them. Five Dollar Shave Club is a great example of strongly branded packaging. Their packaging carries a retro 50s aesthetic with catchy copy etched into various package compartments. One funny quote they use to label the cartridge container is:
“I like shaving with a dull razor.” – No one, ever.
Don’t settle for generic packaging. Small touches can make a big difference in giving your packages a voice your customers will remember. Focus on customizing all aspects of your packaging design, including your copy, colors and fonts.
Start by defining your brand story, which will make creating unique features much easier. When writing your brand story, ask questions like:
- What makes your business and product unique?
- What beliefs drive you and your company?
- How can your products change customers’ lives?
Buttoning up your story early on will help provide ideas for copy, designs and features you can add to your packaging. Unique packaging can even lead to unboxing videos that can boost your brand recognition and word-of-mouth marketing on social media.
Tip #3: Create and track package performance
Once you’ve created the perfect package, it’s important to remain consistent to establish a successful brand. The best way to create consistency is to identify ways you can measure the quality of your packages. We recommend implementing checks to ensure your packages are structurally sound and your design clearly visible. This means making sure your packages aren’t coming out crumpled and that colors, fonts and other designs elements are effectively printed.
Strong brand packaging design sends a positive message about your company to the market. Incorporate these three tips and you’ll reap the benefits of brand perception and marketing reach.