Brand Packaging

We no longer live in a world where simply having a great product is enough to succeed. Yes, it's important, but the effect that powerful branding has on a company is the key to a brand's success.

Visual appeal matters. Putting as much effort into your brand's image as it is into perfecting your product is important. If you want your products to stand out in a highly competitive market, you'll want to create product packaging that's unique and eye-catching in its own right.

Whether you choose something bold and creative or sleek and minimal, it has to be enough to leave an impression on your potential customer base. Also, having a powerful marketing strategy to go alongside your branding will lead you and your business on the road to success.

In this article, we'll do a deep dive into packaging design and why it's so important, how you can ace your branding, and some examples of our favorite packaging designs.

The impact of strong packaging designs

Effective packaging design doesn’t just capture attention. It creates an emotional connection that fosters loyalty and keeps your branding memorable.

Stand out in the crowd

The effect of having a good packaging design goes beyond just aesthetics. It's not just about setting yourself apart in the market; having a powerful packaging design can positively affect sales.

For example, when RXBAR revamped its packaging to feature bold colors, clean typography, and transparent ingredient lists, the company saw a 7900% increase in sales within a year. The straightforward design resonated with health-conscious consumers, boosting recognition and loyalty.

When you have a well-designed product and packaging that leaves a lasting impression on buyers, they're more likely to remember your brand and give you repeat business.

Communicate brand values

When you invest in branded packaging, you’re doing more than just wrapping up a product; you’re telling your brand's story. You should use this as an opportunity to showcase your brand’s mission, values, and unique personality.

For instance, Oatly uses playful, quirky packaging with bold typography, usually pastel colors, and witty copy to communicate its brand's dedication to promoting sustainable, plant-based living. This distinctive approach shows their brand values and resonates with environmentally conscious consumers, fostering a strong emotional connection.

Boost your marketing

Unboxing videos have become hugely popular in recent years, so why not play into the trends? When your packaging design is creative and exciting, it encourages your buyers to share their unboxing experiences online, boosting the company's visibility. Going the extra mile and including personal touches or free samples will be great for marketing, too.

First impressions are everything. When people have a great unboxing experience, it will boost the overall appeal of your product or brand. Use high-quality packaging materials to make your product look and feel more luxurious.

Key principles of effective packaging design

Effective packaging design should be aesthetically pleasing and attention-grabbing. The design should also be functional and easy to use. Sustainable packaging is becoming increasingly important, with many consumers prioritizing eco-friendly options.

Packaging is a visual representation of your brand. Make sure your logos, colors, fonts, and design elements stay consistent to help create a cohesive brand image and reinforce brand recognition.

Product packaging communicates the perceived value of a product. Using high-quality materials can suggest that the product inside is premium, while eco-friendly packaging design may appeal to environmentally conscious consumers.

Packaging can play a significant role in influencing purchase decisions. It can highlight key features, benefits, and unique selling points (USPs) of the product. It also conveys important information such as ingredients, usage instructions, and certifications, helping consumers make informed decisions.

Steps to ace your brand's packaging design

When it comes to creating your packaging, it's important to know how to get it right! We've made a step-by-step guide on how to nail your brand's product packaging design so that you can define your unique place in the market. Ready to dive into the world of creative packaging design? Let's go!

1. Know your audience

First things first. You have to know exactly who your audience is if you plan on convincing them to buy your products! Before you begin identifying the best product packaging to use, establish who you're targeting. It could be a good idea to create something called user personas in this case, particularly if you're exploring low competition niches, where understanding niche-specific needs can give you a competitive edge

Create profiles for your target market, including details such as age, gender, location, hobbies, needs, wants, and pain points. Once you have gathered this information, you can begin to think of how to make your product more appealing to these types of buyers.

Tailor your packaging design to resonate with them. For example, if your audience is environmentally conscious, prioritize sustainable and recyclable packaging materials.

2. Establish your brand identity

You should already know exactly what your brand's values are, but if you don't, it's time to get your thinking cap on!

Define your brand's identity by establishing what your core values and beliefs are as a company. If you have a strong stance on animal testing, make sure you communicate this to your shoppers by making it clearly visible on your packaging. You can feature branding elements like certificate logos that support your stance.

If you want to appeal to those who are worried about the environmental impact, use either recycled materials or materials that are compostable. For example, instead of plastic packaging, opt for a box.

Your packaging should feel like an extension of your brand and enhance the overall customer experience. Including personal touches like bonus samples can make the unboxing experience even more memorable for your shoppers.

3. Consider functionality and legibility

Packaging can make or break your brand. If you have an amazing product but it falls short on functionality and usability, then it's likely you'll lose a lot of customers.

Have you ever had a product you loved, but every time you use it, the packaging makes you want to reinvent it? Maybe you can't get the last of the product out due to the shape of the bottle, or maybe the applicator gets super messy, and as a result, you get the products all over yourself. Super off-putting, right?

You want to avoid these kinds of mishaps by trialing and testing the functionality of your packaging. Consider how the packaging will be opened, stored, and reused. Make sure it protects the product and is easy for the consumer to handle.

Ensuring your product is legible is another major point of potential failure when it comes to packaging designs. The packaging should use a clean design to communicate essential information as clearly as possible. This includes product name, benefits, instructions, ingredients, and any certifications or warnings. The text should be legible and well-organized. Don't make your customers have to work to find out vital information about your product or brand!

4. Conceptualize and experiment

Taking the time to experiment and play around with different types of packaging and designs will mean less chance of needing to make changes down the line when it might be more difficult to make adjustments. The best packaging designs are rarely done on the first go.

Don’t be afraid to be innovative with your packaging. Create with unique shapes, materials, or designs: it can make your product stand out. However, be sure not to compromise on functionality or brand consistency in an attempt to be different.

5. Review and test

Before finalizing your packaging, do market testing. Test your product packaging by allowing your potential customers to use the products and gather feedback on design, functionality, and appeal.

Analyze the feedback you receive and refine the packaging until it meets both consumer expectations and your brand standards. Don't rush this process. Getting it right will take time but it will be the difference between success and failure.

6. Stay updated with trends

Just because you've landed on a product packaging design you love doesn't mean you won't have to consider changes in the future. The best packaging designs usually come after multiple iterations.

If you want to achieve long-term success, it's crucial to stay up to date with market trends and watch what your competitors are doing.

Packaging trends evolve, often influenced by design innovations, consumer behavior, and environmental concerns.

For custom coffee brands, staying updated on trends such as minimalism, smart packaging, or personalization is crucial to keeping your packaging relevant. Minimalist designs can highlight the purity of your coffee, smart packaging can offer interactive features like QR codes for traceability, and personalized packaging helps connect directly with consumers, making your brand stand out.