Packaging = Brand Identity

Have you ever wondered how you were able to recognize a certain brand just by their packaging?

Packaging design is an art and every brand works extensively towards the packaging of their product as it creates the initial apprehension and produces the urge in a consumer to look what is inside it. It forces them to consciously or subconsciously choose the product from among its competitors and helps in the identification of the brand just by the look of its containers.

There are several ways in which a brand can make their packaging distinctive than the rest of the crowd. Below are 5 most important elements of packaging which helps in creating a brand identity.

Color

Color is one of the most important aspect in branding as it creates the first impression for a customer. It is the underhand in constructing a good identity for a brand. Colors are most than just a visual encouragement as it conveys beliefs, feelings and experiences.

Shape

Designers must carefully choose the shape of the packaging it needs to be a combination of aesthetics and solution. Various studies reveal that making a product stand out visually with pretty packaging helps customers identity it and often is the deciding factor when it comes to making a purchase. Thus, playing around with the shape is sure to grab the customer’s attention quicker in comparison to the other products on the shelf. 

Logos

The packaging is a customer’s first hands-on experience with your brand and the way you present your products. The logos trigger a recognition response in consumers, encouraging them to move towards the product and gives the opportunity to create positive and lasting impressions on your customers. So, produce an image which speaks of the brand to the consumers.

Prints & Patterns

Prints can be a strong way to create identification. Customers can instantly identify and remember signature prints. Prints also add a visual element that's exciting and eye catching.

COMMUNICATION

 Customers spend only a few seconds on choosing their products. In this short span, it is impossible to identify all the information regarding the product. Hence, it is imperative that a brand focuses on talking to their customers through packaging.

Features such as attractive tags, small witty messages, mentioning an element which resonates with the consumer should be considered. 

SUSTAINABILITY

A reusable / recyclable packaging is always a reason for a consumer to choose your brand over your competitors and can work as an element of brand identity. A brand that makes a positive social and environmental impact attracts the consumers and turns into influential purchase decision.

For instance – Many brands are now using 100% recycled paper packaging, which is helping them reduce their carbon footprint worldwide.