Packaging and Brand Identity
Have you considered the role that packaging plays in your brand identity?
Coming up with a company name and deciding what you will sell is the starting point for most retail businesses. You invest in your product range and the company website, then get ready to sell. Meanwhile, packaging is often a later consideration.
Raring to get going, the easy option is a standard packaging solution. Therefore the packaging design of new brands is often based on how similar products are already packaged. Your thinking might be that a printed cardboard box, a wrapper or a bottle is what customers expect, so let’s go with that. But, are you missing out on an opportunity to develop your brand identity?
Iconic Styles of Branded Packaging
Creating a brand identity with packaging can be far more than simply printing a logo onto a box. It can involve developing a unique style of packaging. Whether you sell in-store or online, this is one way to stand your brand apart.
We can all think of brands that have approached packaging design with creativity. They’ve moved away from the conventional. As a result, they’ve developed packaging solutions that have become a strong part of their brand identity.
A tube of crisps or a triangular chocolate bar – I know you are thinking of the brands without me needing to type them! The packaging design is so distinctive, that even if all fonts and imagery were removed, we would still recognise the product and brand.
These aren’t outlandish designs, they are practical solutions. Yet, they are sufficiently unique to make the brand stand out.
Packaging Colour & Brand Associations
It isn’t always the style of the box that is associated with a brand. In some cases, it can be as simple as a single colour. As an example, every piece of Tiffany’s jewellery is sold in a Tiffany Blue® box. This block-coloured aqua packaging is a statement of quality and part of the brand identity. Equally desirable is to receive a gift in deep, olive green Harrods packaging or a clean, white Apple box. These all feature one defining colour that has a strong brand association.
In contrast, other brands have a strong graphic element which is easily recognisable. This remains the same on all packaging, whilst colours differentiate product variations. To give an example, the box style and graphics make a Pukka Tea box recognisable, even though they use an extensive range of colours.
Do you use colour as part of your brand identity and is this reflected in your packaging design? This isn’t just the realm of big brands, it is equally important for smaller companies that are competing for market share. How do you make your packaging easily recognisable?
Packaging: A Connection Between Customer & Brand
In a recent article in Packaging News*, it is argued that the evolution of a brand can be powered by packaging design. The author, Simon Buswell, suggests that rather than packaging being an add-on to the brand concept, it plays an equal role in driving a connection between customer and brand.
It is certainly true that retail packaging is pivotal in informing purchasing decisions. As buyers, we make instant judgements about products based on the packaging. If it doesn’t resonate with us, we are unlikely to select the goods. Equally important is e-commerce packaging, which is often one of the few tangible connections between brand and customer.
With these points in mind, should packaging design be an afterthought or does it deserve more consideration?
Packaging Design Advice
Speak to us, your local packaging manufacturer, when you are working on branding concepts Our knowledge of what’s possible, how to resolve challenges and print finishes can inform your decisions. As a result, your packaging can become an integral part of your brand identity, rather than an afterthought.
We are happy to listen to your requirements, offer advice and recommendations and support the full packaging design, manufacture and delivery process. Get in touch on 01296 436888 or enquiries@abcbox.co.uk for further information.
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