There are shops and then there is Silver in the City
Branding is one of the most important aspects of marketing. And understanding how packaging design works to build the identity of your brand is crucial to heightened sales and levels of success.
[ Packaging Design to Brand Identity ]
Packaging is Marketing
Consumers instantly identify with packaging. When they are out at a shopping mall or just strolling down the High Street, they may see someone else carrying one of your carrier bags, and they’ll be reminded that you’re there, and what your shopping experience represent. They may even decide to pay your store a visit there and then.
Your Buyers are Your Marketers
Of course, when you create attractive packaging, you are making a major impression on your buyers. They enjoy carrying attractive packaging, but they also have the chance to serve as marketers for you.
Changing The Perception of The Product
Your customers always associate the attractiveness of the package with the quality of the product. A brand new packaging design inspires them to look a them afresh – to sit up and take notice.
Building a New Client Base
Introducing a fresh brand identity through packaging, is type of packaging gives you that possible. In your marketing endeavors, you have likely studied the characteristics of your target audience to determine what they like in a particular product. Now, you should expand this tactic to include your packaging too. Think about the ways that you can make your packaging more attractive to your specific target audience, and this will give them a better chance of identifying with it.
Safety of The Product
While this does not apply to all products, it certainly does to some. For example, let’s say that you say cosmetics that are not tested on animals, and this is at the heart of your company. Consider packaging with prints of animals on it to further promote that idea. For children’s toys, you can be sure that the packaging includes plenty of safety warnings and is wrapped appropriately. When you take the extra time to make sure your customers are protected and their moral needs are met, you have a better chance of them identifying with you.
Communicating Information
You may not always get a chance to directly communicate with your customers. Even if you rely on surveys to some extent, this doesn’t mean that you get to speak with all of them. You can use packaging to communicate important information to your customers. You might let them know that a particular product is new and improved since the last model, or you may let them know about a major sale that is coming up in the near future. You don’t want to be changing your packaging all the time because this can hurt your branding efforts. However, including a new feature along with the details people are familiar with helps your products to stand out.
It’s possible that you have never considered the tremendous impact that packaging can have before, but now you know what the benefits are and how it can help with branding.
Jo Davies has spent 15yrs in the Packaging Industry with Keenpac and helps businesses adjust to consumer demands
Latest posts by Tim Capper (see all)
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