Why Your Packaging Must Reflect Your Company's Brand Identity
Here’s how to make your packaging’s appearance convey much about your company. While it goes without saying that you need to invest in packaging that protects its contents and is also easy to open; packaging must look good—brand image through packaging is important. Packaging is more than just a product carrier; innovative brands use their packaging as a marketing tool. Prospective buyers care about your packaging’s appearance, its vibe, and whether it stands out in the competition.
Packaging design can reflect its luxury status. Packaging design can greet the target audience or display critical messages and core mission visions, such as if the brand is dedicated to sustainability (like us). All of this can be achieved through materials, imagery, and colors. Packaging and brand identity can create movement and loyalty based on personal aesthetics. One such brand is Apple; its neat and stylish appearance attracted people with the iPod in the past, and now people’s entire lives are aligned with various Apple-related devices such as laptops, iPhones, and Apple TV.
Packaging that appeals to your target audience is crucial. The influential punk rock band, The Misfits, embraces their spooky Halloween image with pumpkins and skeletons on their vinyl record covers and almost everything else, while their contemporary band, the Ramones, kept everything in their world simple with a plain logo and design, keeping everything unadorned, just like their music. In both cases, these two different looks and typographies are still thriving today, fifty years after the bands took over New York. Their brand image has remained successful to this day.
Your packaging must be attractive, with a standout appearance not only on store shelves but also amidst the noise of social media. Packaging must be able to convey the product’s unique message and that your product can stand up to competitors. Can you become a leader in your market?
What are the most important elements of your product design? We have outlined several things you should consider if you are trying to find the message you want to convey through your product’s appearance and vibe, and if you are trying to find ways to attract your target market out there.
Considering Color
Color is very important when considering the reasons for a product’s brand image. Color makes the brand instantly recognizable and demands the attention of the target market. Buyers focus on visual appearance, and color plays a key role in their purchasing decisions. Have you experimented with different color combinations? Have you conducted market research by observing the competition and looking at competitors’ color schemes?
Colors evoke various emotions. Depending on what you sell, you may want to try combinations that highlight your product’s core and what it represents.
Example: If you sell organic baby wipes, black is probably not the best packaging color—soft pink or light red might be better.
Logos Can Last Forever
Logos offer a long-lasting connection. When a logo resonates, it stays with people forever. Remember what we said about Apple, about the Ramones? You know their logos. Everyone knows them. Those logos are instantly recognizable. Many companies spend a lot of money trying to create the perfect look and vibe for their logos, while others do it effortlessly. Whatever the case, think about what you’re trying to achieve, but don’t overthink it. A cluttered logo will hurt you, not help you. Simple is always best.
What Can Fonts Do?
Typography can also convey personality. Think about what you do and what you sell. Old English might not be suitable if you’re selling dish soap. But if you’re a rap artist, Old English comes across as strong and vintage. Different font styles represent different moods. Some brands choose slimmer, simpler fonts (like Android or Hulu), while others opt for bold, thick fonts (Liquid Death water).
Choose Materials Wisely
If you present yourself as the world’s most eco-friendly company, your packaging must also reflect that. The materials you use in your products and their packaging are very important to consumers.
Suppose you want to claim to be eco-friendly. In that case, there are many sustainable packaging options available, and there are companies (like us) that have the latest knowledge in utilizing these materials.
Packaging Must Be Functional
Appearance is indeed important, but it is also crucial to ensure that your product packaging still protects the product. You can have the most stunning packaging in the world, but if the product goes stale or gets damaged, people will talk and leave reviews because of the poor packaging. Do you need stand-up pouches? Should you use roll stock for maximum success? Talk to a company that understands market trends and also has knowledge of the best ways to suit your product and its success.
Suppose you are considering changing your packaging or starting new packaging. Sunshine packaging can help. We have the smartest people in the packaging business, and they will be happy to help your company reach new heights or simply become a favorite in the market. Whatever it is, we will be happy to assist.