How does branding influence the packaging of a product

Branding can have a powerful impact on the way a product is perceived by consumers and other businesses. While the use of brand identifiers can make your products more recognizable and appealing on store shelves or when delivered , it also provides an opportunity to communicate the value of your products to consumers and businesses and the pride you take in every part of the customer experience.

Branded packaging naturally builds a bridge between companies and the products they create. This can be accomplished through a variety of routes — from a case that matches brand colors to company emblems embossed or silk-screened into the lid of a case.

These unique identifiers function as a marketing tool for well-known brands and new brands alike, helping both establish and reinforce their presence in the marketplace and build brand loyalty. Every company is driven by a unique mission — and its product packaging can communicate elements of this.

Whatever the focus may be, getting to the heart of your business on your packaging design serves to reiterate your brand story and connect with the emotions of consumers and businesses alike.

As we touch on the perception of value, there are a number of ways that brands can align to elevate or shift their positioning in the market with CPG packaging design company guidance. A great example of this would be brands like Under Armor, which have mastered the art of positioning and quality. At almost any brand touch-point, it is assumed that an Under Armor product is designed by athletes, for athletes, and as such the connection with the brand, quality resonates with the average Joe consumer.

Just like an athlete, the perception of the brand attire signifies strength, resilience, and psychological confidence that you are making the right decisions as a consumer.

Another good example would be how celebrity endorsements and limited supply products can both contribute to a higher perceived value. Limited edition items create a sense of urgency, therefore, consumers are more likely to impulse to buy these products over others. The perception is that if you don't act now, you will lose out on the opportunity to carry something unique that other shoppers will not have access to. Perceived value can also be influenced by the functionality and general attractiveness of packaging design; beautifully designed packaging can drive sales, increase mind-share, and allow for positive word-of-mouth.

A perfect example of this would be presentation packaging for an expensive liquor; something that is connected to luxury, and being a focal point for anything receiving or presenting the gift.

Keeping up with the trends of packaging design is also important. Effective packaging should also add to the buying experience and value of the product. So, what is our conclusion to the story around packaging design and what it does to user perception? According to Business Insider, consumers typically take just 7 seconds to make a snap judgment based on the product packaging.

These stats clearly prove that your product packaging must appeal to your target audience at every level. What makes a package appealing? The answer depends on the product that you are selling. For instance, a green milk carton may conjure an image of sour milk but the same color makes an appealing package for garden products.

Product packing should be designed to make a statement in a split second. In addition to selling, packaging serves four other purposes, all of which influence how a brand is perceived:.

Packaging design offers a unique opportunity in both the consumer and business-to-business markets to influence end user and customer brand perceptions. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits. This site uses cookies to enhance your experience.