The branding of a product is an intricate job with many factors to be considered, particularly with packaging design. Design is all around us, influencing the things we do, the things we want and the things we buy. You may not realise it, but packaging design, in particular, surrounds us, wherever we are. This makes the branding of a product an important brand asset which should never be overlooked. Packaging at its most basic form is to protect a product, but it can be so much more. Let’s explore branding products in more detail…
When branding products, why is packaging design so important to a brand?
Packaging design reflects a brand’s image, becoming a memorable representation. If done well it will reinforce a brand’s identity. It is not just the graphics of a label, but the physical container for the product.
Good packaging design will create a lasting impression and enhance the customer bond that will keep them coming back time and time again.
Packaging design is as important as the product it contains but also the brand itself. Without care and consideration packaging design can be damaging to a brand’s identity.
How is packaging design moving forward and how will this impact the branding of a product?
As a direct result of the pandemic and the ‘Stay-home, Stay-safe’ campaign, the age of online purchasing has dramatically increased over the course of 2020. Where packaging used to be seen as one of the last touchpoints a brand had with potential consumers, now more than ever, it can be the first physical interaction a consumer may have. The “unboxing” phenomenon also suggests it is essential to surprise and delight consumers with a great packaging experience. This is now the consumer’s direct link to your brand when they are unable to visit stores and have an immersive brand experience as before.
The Office for National Statistics states that internet sales as a percentage of total retail sales peaked at 32.8% in May. Even with the phased re-opening of shops, internet sales continue to have a hold over more than one-quarter of the retail economy, in comparison to only 21.5% in November 2019.*
The lifecycle of the packaging itself should also be at the forefront of a designer’s mind. Environmentally conscious decisions are not just a trend, it is essential for our planets well being – and ignoring this could negatively impact your brand.
Increasingly, ‘excess’ packaging or non-eco-friendly materials are frowned upon by potential customers, as they will ultimately end up in the bin. As designers, we can encourage consumers that recycling is the path to choose, and use sustainable materials to aid this.
71% of consumers said they were more likely to buy brands that package their products in paper or cardboard than in other materials.**
How can Red Sentence help with the branding of a product?
Our designers focus on issues beyond the protective qualities of packaging. We have had the pleasure of being involved in numerous packaging briefs over the years, across various industries.
Our designs for the Taco Bell in-house packaging range were a great brief to work on. We created the designs as a single-colour CMYK print on recyclable material. The project was so well received that its illustrations served as the visual inspiration for several other in-store pos briefs.
If you’re looking to revamp your packaging for the new normal or start your process in packaging we are here to help. At Red Sentence we will magnify your message and deliver it consistently throughout all of your brandings.
When branding products, here are key questions to review when starting your packaging process:
- What is the main priority of the packaging;
To stand out on the shelf in a crowded marketplace? Protection? To optimise for fast packing and e-commerce shipment? - Think about your brand identity;
How do you want your customers to feel when they first see and touch the packaging? And then again when they open it to find the product.
- Think about concerns regarding food safety and hygiene due to the pandemic
- Ensure you have a strong sustainable packaging ethos
SOURCES:
*https://www.ons.gov.uk/businessindustryandtrade/retailindustry/timeseries/j4mc/drsi
**https://www.globenewswire.com/news-release/2018/05/04/1496881/0/en/New-Survey-Unveils-7-in-10-Consumers-Agree-Packaging-Design-Can-Influence-Purchasing-Decisions.html
For more information on how we can help with branding for your business, contact the team today.
