The 7 Best Tips to Improve Brand Building Through Attractive Packaging Design
In marketing and branding, product packaging is ultra important. Having an excellent appearance affects opinions, and will keep customers returning again and again. The product packaging design can have an immense impact on the skill a customer has with your brand. However, not all brands are equally liked by consumers. The consumers select the brand cautiously by a thorough analysis of several factors associated with the products like manufacturer, price, brand name, content, packaging, and many more. Generating awareness about your business using tactics and campaigns to create an exclusive and lasting image in the marketplace is all about brand building. Brand strategy, identity, and marketing are the three phases of branding.
Every brand should define:
• brand's objective/purpose
• target audience
• How does a brand illustrate the long term success
Companies need to have certain brand strategies before execution, as all the aspects of the business are directly linked to consumer's needs, competitor surroundings, and emotions. Brands that stand out distinctively are the most effective and profitable ones and packaging design is a crucial element for an effective brand standout. Whether you’re expanding a new brand for launch to market or rebranding an existing brand, the right packaging design can give your brand essential visibility, helping your products stand out on retail shelves in markets where there's more competition than ever before, and draw more customers who will purchase and remain loyal to your brand. If you want to develop your business and increase your profitability, a great packaging design is a crucial part of any successful brand strategy.
We have listed out some of the seven tips to improve your brand-building through attractive packaging design.
A) Keep it Simple
Keeping the product packaging designs simple and minimalistic is quite the trend today and for good reason. At every step of the purchasing process, consumers are flooded with visual information so much that the attractive additional features or trimmings usually go unnoticed. When it comes to packaging design, the most successful brand packaging is iconic and easily identifiable. Usually, the less is more. Your product packaging should express your brand at a glance, and right away tell the customer what your product is for. A simple and clear package design will go a long way toward brand increased visibility for your product.
B) Packaging Design is an Asset
Usually, most of the brands fail to attribute enough importance to packaging design, and this mistake would ultimately cost you in several ways. An investment in a high-quality package design shows to customers that your brand has value. You would be able to compete with other products in your range and charge a premium price, when you increase the perceived value of your brand through creative, distinctive, well-executed, and carefully evaluated packaging design.
C) Be Authentic
Authenticity could be a hard feature to define, but your customers know it when they see it. You must strive to develop packaging that's authentic to your brand's platform, values, promise, positioning, and story. A memorable brand can be built with a sense of character and originality infused with your package design that engages customers and also increases brand perceptions in terms of being seen as a brand that's real and authentic.
D) Pay attention to Typography
Having stunning typography would be a striking differentiator for your packaging. Compared to the rest of the package design, select premium, distinctive fonts with high readability, and give attention to the size of the text and color, and spacing. Increase your brand's personality and connect emotionally with your primary audience with the naming conventions used along with language style chosen and messaging conveyed in the creative copywriting on your package design. Besides, featuring a hand-written style design of labels with a very unique font, and simple color bands help to quickly categorize items in a visual nature.
E) Design for durability
It all depends on the supply chain process and the shelf life of your products how your packaging requires extended durability. For high value, slower-moving, consumer goods, long-lasting packaging is particularly important. But, FMCG products will also need a high level of durability. A damaged packaging at the POS (point of sale) or post-sale can have a very negative impact on your brand, as customers will see it as a substandard or "cheap" quality.
F) Focus more on Shelf Impact
Shelf impact explains the way a product looks on store shelves, whether it stands out or blends in. Even the exceptional and unique package designs may not be effective if they don't have the desired shelf impact. This is a vital aspect of your packaging design to test before launching a package or product redesign.
It is generally recommended to physically place the products on shelves, right next to the competitor's items in the same product category. The product sells better when it's distinctive in appearance from the surrounding items. Accomplishing shelf impact can take some experimentation, but it's vitally important and worth all the effort.
G) Study the competition
Considering the known "lingo" of your product category packaging is as important for your packaging to stand apart. These aspects are that signify what the product is, in a way your customers are already well-known with. Take a look at the successful brands in your space and think about what their packing designs have in common. This does not inevitably refer just to packaging colors, but also the materials used, physical/structural design, on-pack messaging, and so on. Your packaging must be specifically different but your customers must still be able to relate to it in a way that's appropriate to them and their requirements with that product category.
Branding Mistakes Companies should avoid
• Failure to research the competition
• Failure to understand your target audience
• Taking feedback from the wrong sources
• It's not just about a logo redesign
• Not focusing on first impressions
• Not having a plan B
Having an eye-catching packaging design that suits the product not only makes it stand apart from the crowded shelves, but also creating one that doesn't cost a fortune to produce is a real challenge.