You've spent countless time and energy perfecting your product, and now it's time to send it out into the world. But what kind of packaging will it be presented in? Of course, you want to keep it safe and secure. But beyond that, you want the packaging to be an extension of your brand – representing who you are as a company.
When Packaging Meets Branding
Everything you put out into the public eye is an opportunity to express your brand – and consistency is key. The Rule of 7 states that a potential customer needs to see an ad or offer seven times (at least) before they actually notice or act on it. So if your packaging doesn't match your website or advertising efforts, that disconnect only weakens your brand recognition.
Consider Tiffany & Co. Their signature robin's egg blue is unmistakable because it's everywhere – from their jewelry boxes to their website to their social channels. Their brand identity is through the roof because of this consistency. Likewise, Apple maintains its minimalist approach throughout their marketing and packaging. As a result, these two companies have achieved peak brand recognition, and it pays off in profits.
Things to Consider in Your Packaging
If you want your packaging to shine and serve as an extension of your brand, there are several things to ask yourself:
- What kind of vibe does it give off? Is it sleek, retro, high end, whimsical? The simple decision of what color(s) to use can make a big impact – pink might suggest sensitivity, black might evoke power, yellow might depict joy, etc. And most importantly, make sure your design matches your brand identity and brand as a whole.
- Does it appeal to your target audience? If you're seeking millennials, for example, you might want to go with a more modern look and feel. On the flip side, you wouldn't necessarily include new slang or pop culture references if your audience is more mature.
- What kind of experience does someone have when opening your product? Cultivate the experience you want them to have. You can consider things like going for a no-frills experience versus fun and personalized. For example, an Etsy seller might include a note in their packaging that thanks the buyer for their purchase and invites them to explore more items in the shop or follow them on social media. Even small touches like that can help create repeat customers. Likewise, if your company is dedicated to sustainability, you might consider eco-friendly packaging options that your customers would appreciate.
- How is it different from your competitors? Branding is all about standing out from the crowd, and your packaging is no different. Do your research on what your competitors are doing, and make sure to create something that will really wow your customers and helps you rise above the rest. You can also take this opportunity to further tell your company's story and unique process for developing this particular product.
As you begin thinking about how to develop or update your packaging, don't be afraid to unleash your creativity. While you certainly want it to match your brand, it's OK to magnify and expand on it. In brainstorming, there are no wrong ideas, so go ahead and let yourself push your brand to the limit – and then reel it in if you have to. Packaging can – and should – be a fun and exciting way to show off your company and brand to the masses.