The Impact of Packaging Design on Brand Identity

What do you first see, when you go to shopping malls, or shopping marts to buy a specific item? The packet of the product, right? 

The packaging of the product is what attracts your attention, and plays a major role in making your decision to buy that. No doubt why most brands, and businesses spend a hefty sum of money to build attractive product packaging. 

Your product packaging is more than just a cover for your product. It is one of the major powerful tools that shapes your brand identity, and influences how your customer views your product and brand. 

Your product packaging is what makes your product stand out in the tough competition, and builds a lasting impression on your customers. So, whenever your customers go out to buy a product, they can easily distinguish based on its packaging! 

In this blog, we will discuss everything you should know about a packaging design, and how it affects your business. And the psychological effect it has on your customers.

The role your product packaging design plays in marketing:

Have you noticed that you tend to remember some of the product packaging, even if you see them rarely? 

The Question Isn’t Why, It Is How? 

Product packaging plays a very important role in establishing your brand’s identity in the market. Perfect product packaging will include elements like proper color, style, typography, shape, and material. And a proper strategy, all of them together helps in creating a long-lasting image in your customer’s mind.

Today, when there are multiple products of your niche available in the market, packaging plays a major role in serving your brand identity. It not only protects the product against damages but also serves as a silent promoter of your product. 

We call a packaging design perfect when it has all the potential to convey and communicate your brand’s message, values, and personality. 

For example, a sleek, minimalist product packaging resembles that your product is fresh and is a high-end product. Whereas, a joyful, and colorful package design is best suited to attract children.

AIdesigns provides one of the best packaging design services in Frisco provides you with packaging design services just for people like you. 

Elements That Affect Your Product Packaging Design:

1. Color Psychology:

Have you seen some products attract our attention the second we lay our eyes on them, whereas some don’t? Why so?

It is all the matter of color that the package design contains that evokes our attention and emotions. For instance, a package with red color signifies passion and energy that is the reason why Coca-Cola has bright red packaging. Whereas, a color like blue instills trust and professionalism towards the brand, like Nivea.

2. Typography and brand perception:

Legibility is the key!

You might think, how big of an influence will typography play in product packaging? Typography does play a huge role in making packaging designs a hit or fail. 

The typography of your product packaging says a lot about your brand’s personality. If you own a high-end, luxury brand, you should go with something that is minimal, and elegant, like- serif fonts.

Whereas, if your target customers lie in the age group of 5-20 years. You can go with something that sparks energy, and youthfulness and is playful- bold typography.

The fonts you use should be readable, clear, and of perfect size. And most importantly it should align with your brand’s tone. 

In short, everything matters, how you place them, what size they are, their color. Everything can influence how your customers engage with your brand.

3. Shape And Structure:

The first impression of your product package affects how your customers see your brand and product. Most of the businesses that deal in children's goods, and edible products launch totally different packages for different product types. In order to attract youngsters, they change the shape of the chocolate box. 

From a plain, bland box to something that sparks excitement- a box featuring children’s beloved cartoon characters. 

When most of the chip manufacturing brands were using chip bags as their product package, Pringles came up with a whole new idea. Pringle’s cylindrical chip box is unique and distinguishes the brand from the rest, providing it a competitive edge in the market. 

 4. Material Choice And Sustainability:

The material you choose, and use for your product packaging affects its brand identity, as well as its sales. The quality of the material you use plays its own role in instilling trust in your customers.

For instance, if your audience is the majority of environmentally conscious people. Then, opt for a packaging design material that is sustainable, and eco-friendly. It will help you lock in more customers, and gain brand recognition. 

Brands that prioritize sustainable packaging, such as The Body Shop or Patagonia, strengthen their image as responsible and ethical.

Trends in Packaging Design:

1. Minimalist packaging:

Minimalistic designs, one which Apple uses in its product packaging. A clear, edged, straightforward design that speaks sophistication, elegance, and sense. It attracts attention the very second our eyes are laid on them.

Minimalist product packaging designs are not tacky, and focus on essential elements of your product. Which makes your product look attractive and appealing to your modern customers. 

2. Personalized packaging:

Nowadays, brands are using personalized, or customized packaging technology to attract customers. For instance, Coca-Cola had launched a “share a Coke” campaign, in which they featured every customer’s name on their Coke bottle. And Starbucks has a feature to get your name written on your Starbucks coffee mug. Thus, providing personalization to the product packaging. 

Customization fosters a deeper connection between the brand and its consumers, encouraging repeat purchases.

3. Eco-friendly and sustainable packaging:

Today, people are more concerned about the impact of products, and packages on the environment. Everyone wants to cut off their share of carbon footprints. That is the reason most businesses are shifting towards biodegradable, and recyclable packaging materials.

Companies like Lush use minimal, compostable packaging to reduce waste. 

Conclusion: 

Today, when package designs have stirred the market, you need to renew your brand product packaging that fits with your customers' perceptions.

A clear understanding of packaging designs is quite important for attracting customers and establishing trust, and loyalty among them. 

If you are still confused and are hesitant about the idea of packaging designs. Don’t be, we got you! AIdesigns is one of the best packaging design services in Frisco.