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From Shelf to Cart: The Role of Branding in Packaging Design

As you walk through a supermarket or browse an online store, have you ever stopped to think about why certain products grab your attention more than others? 

The answer lies in effective branding and packaging design. Think of it like the first impression of your product – it's the first thing customers see, which can make all the difference. 

In this article, we'll explore the role of branding in packaging and how you can make your product stand out with creative and fun design elements.

Let's dive in and discover the secrets of successful packaging branding!

Protection 

Obviously! Protection is the most important function of packaging. No matter the mode of transport you employ, your products will be significantly safer if they are well packaged. Several manufacturers like Mosaic dedicate machinery to maintain and enhance the safety of their packaging wares. Hiring a reliable company to handle the packing for your business is a great way to ensure the safety of your product. 

Moreover, by using protective packaging, you can avoid any potential harm to your customers along the way. 

When it comes to online shopping, ensuring that your products reach customers unharmed is paramount. Especially given the amount of handling a package goes through during shipping and delivery.

Businesses and customers alike want sturdy yet attractive packing that keeps items in place until they arrive at the customer's doorstep.

Creating Shelf Impact 

There are thousands of products on the market, and there are thousands of products similar to yours. 

According to Arka, one-third of customers' decisions are based on carton packaging. This is why your packaging will make a bigger impact on driving sales for your company. Making it essential to differentiate your product from others with custom packaging. It’s like dressing up your products for the shelves. With generic packaging, your products may not be as appealing to new customers. 

Using quality custom packaging for your products is the way to go. Allowing you to communicate the brand narrative and speak directly to your customers,  custom packaging helps your product stand out from  your competitors' products. 

Employing a strategic packaging design is important for creating brand awareness. You may use the packaging as a moving billboard by showcasing your brand identity and relaying important information through the strategic use of visuals and typography.

Your brand's packaging should stand out from the crowd by being more recognisable and engaging to your target audience. 

Communicating a Message 

While your packaging is a billboard for your brand, it is also a great way to speak directly to your customers. 

The point of packaging is to showcase your brand and draw attention to your product while setting it apart from your competitors. 

The message you are trying to convey should be on the front, short and sweet. In other words, make it simple and easy to memorise.

The back of the packaging can act as an information zone for your product. It establishes a dialogue between your product and the customer. Regardless of consumer demands, most products are usually filled with illegible information that many have trouble understanding. Therefore, it is important to make sure the information is clear, crisp and organised. 

While it may seem mundane and unimportant to marketing, absolute transparency with your customer builds a bond with your customers and strong brand credibility.

For instance, if your product has fewer calories, mention it on the packaging. This way, you speak directly to the customer and engage with your target audience while differentiating from competitors. 

Creating a Better Customer Experience

While many companies spend a lot of time designing and conceptualising the product, packaging often comes as an afterthought of their product. The truth is that packaging is just as important a part of the customer experience. 

Especially with e-commerce taking over the throne in the retail world, customers are more likely to rely on online reviews by other customers who have already purchased your product.

When a customer unboxes your product, it should evoke a positive emotional response. 

According to a packaging company, 40% of online shoppers are likely to share a product image or video on social media if the brand packaging is interesting and attention-grabbing. 

60% of consumers are more inclined to post a product photo online if it is presented in gift-like packaging as opposed to a plain brown box. That's why it's a good idea to consider your online clientele when conceptualising new packaging designs.

Customers learn more about the value of your product, brand, and story when you use the correct packing materials to have a conversation with them.

If your packaging creates a memorable user experience, customers should hold onto the packaging and start a collection.  

Building a Brand Narrative

We have moved on from more traditional marketing techniques like claiming “Our product is the best”, which is why packaging is now a way to build a brand narrative.

With Millennials and Gen Z taking on bigger market roles, marketing has become more intricate. Rather than just telling your customers that your product is best, you need to tell them why your product is best, who created it, how it was created, and why it was created, etc.

Why do the customers want to know? Because everyone likes a good story and wants to become more conscious about what they are consuming. Brand storytelling is important to evoke an emotional reaction while informing your customers about your product and business.

While being as descriptive as possible about your brand's story may seem beneficial, it is best to keep it simple and meaningful. People love a narrative that grabs their attention, and the best way to do that is via packaging. 

Brands should be honest and build a genuine connection with their customers to highlight their brand narrative and outreach. You can speak directly to your customers via your custom packaging plays a role in marketing and sales pitch for your customers.

Using copy, typography and design elements on your packaging can reflect your brand narrative while making a memorable impact on your customers, both online and offline. 

Brands need help to showcase their brand narrative, especially in the era of e-commerce. That's why your packaging materials are an important aspect of conveying your brand story. 

If you want to tell a better brand story and connect with your customers on a deeper level, custom packaging is the way to go. Consider using thankyou cards, customer's names, stickers and labels to personalise your packaging and your products. 

Technology has made packaging more interactive for customers and more convenient in brand storytelling.

You can use QR codes on smart packaging and now tell your brand story with a simple click. 

Your customers can scan the packaging and discover additional information, not only just about the product but also about your company's vision, values and story. 

To Sum Up 

We have seen that branding in packaging is not just important – it's essential! Packaging design is an integral part of the marketing mix, from protecting the product to communicating important information. By investing in creative and well-designed packaging, you can make your product stand out on the shelf and create a lasting impression on your customers. 

So, whether it is through eye-catching colours, unique shapes, or clever messaging, remember that your packaging can be an effective tool to build brand loyalty and drive sales. Let your creativity run wild, and start thinking about making your packaging functional and a fun and memorable part of your brand experience.