For any organization that supplies physical goods, packaging of the product plays a vital role in building the perceived brand value of the product. Attractive packaging is the key to catching the customer’s eye. It acts as the vital push that is needed for the customer to purchase the product. Packaging is the most direct and appealing way to communicate brand value.

Packaging has evolved from merely a protective function to a promotional one. The way a product is packaged conveys considerable amounts of information about the product itself while also about the brand and its values. For instance, depending on the material used in packaging, brand values such as sustainability are clearly visible to the consumer.

Tips for Stand-Out Packaging:

Keep it Short but Sweet

The package must be to the point in conveying the message. The logo, tagline and graphics should showcase what the brand believes in without adding too much content or unnecessary clutter. The package must have space for product specifications and convey the brand values via design while incorporating short but noticeable messages. For example, Maggi noodles, owing to its parent company Nestle standing for “good food, good life,” sometimes have tags that say “truly good” on their packaging. This conveys the core value at the heart of the brand while also harkening to the parent brand’s recall sign, resulting in familiarity among consumers.

On the other hand, the message can be more direct when it comes to showcasing the value that the product offers. Showcasing messages like “Kills 99.9% germs” is not only attractive but also a significant piece of information that many consumers will appreciate. Such concise messages on the packaging will help in building a stronger brand image.

Keep your Target Audience in Mind

As every brand has a target audience, the packaging must also appeal to this selected market segment. Including elements that would attract a particular section of people can prove profitable. As an example, Kinder Joy, as a kids’ chocolate, has bright orange on a contrasting white background, making it stand out among other products in shopping aisles. Moreover, the shape of the chocolate is similar to a brightly coloured egg, which due to its sheer novelty, attracts the eyes of children who are inquisitive about things that are strange and unique.

Another example is that of the cosmetic brand, The Body Shop. The brand understood that its target audience, mainly well-educated women in the age range of 18-55 with high-income levels, is the one expressing the highest environmental consciousness while choosing their products. Hence, not only did the brand focus on green cosmetics but also updated its packaging to use cloth or cardboard, thereby appealing to the sustainable cosmetic-seeking audience.

Emotions

Gone are the days when marketing relied solely on conveying a message and hoping for a purchase. Emotional marketing is a relatively new yet relevant concept that talks about customers connecting to a brand emotionally, making them purchase the product by appealing to their sentiments. Showcasing the brand in a way that it triggers emotions can prove fruitful.

An interesting example of emotional marketing comes from the cosmetic brand Lush. For the product line of bath bombs, Lush packaged each product with a sticky label that featured the face and the name of the individual employee who wrapped that specific bath bomb. This reminded and brought customers closer to the brand in one way while also emphasized its values of recognizing hard work at all levels.

Design and Colours

Using design and colours that align with the brand can not only make it more recognizable and unique, but also incite specific consumer reactions. Each colour and graphic choice has a repercussion in terms of consumer behaviour, specifically in terms of thoughts, emotions, feelings, and intent. Colour psychology indicates that specific colours have associations with specific patterns of emotions. For instance, black tends to represent strength, authority, and sophistication, while blue symbolizes honesty, serenity, and dependability.

Being consistent with the colour theme of your packaging is also a crucial tactic. Starbucks, as a brand, consistently uses green as their packaging colour through which the brand has been able to help customers associate them with values of harmony and growth. There are also some exceptions for certain Starbucks products which have different colour packaging and these products also draw the attention of customers. Unexpected design shifts in an otherwise consistent palette can be eye-catchy.

Using the right ink

There are different kinds of inks available for different products based on the use and marketing strategy. DIC’s inks are used by many brands as we offer a variety of inks for reasonable costs. For mass production of packaging covers and product pamphlets, offset printing inks are used. Similarly, Gravure inks which are flexible with different surfaces and are strong enough for rough and tough use, are generally used for food products. News inks are used for the print media.

At DIC, we also add laminating elements using inks and laminating adhesives to the packaging to make them more presentable and secure. Each ink type comes with unique characteristics and is suited for different types of presentations and material mediums. We provide fully customized material, shape, design, colour, text, and ink options as per your business requirements.

For instance, using UV offset inks can help brands integrate embossing techniques into packaging, adding a whole new textural dimension to product experiences. On the other hand, flexographic inks can open up numerous novel packaging capabilities, such as flexible packaging, which further allows for sustainable and more customizable brand messaging than conventional packaging options.

Conclusion

At the end of the day, packaging is an essential aspect of branding. Conveying brand value through packaging helps in maintaining and enhancing one’s brand image. Using the tips and tricks presented above, the value of the brand can be expressed in an influential and innovative way.

In short, the key to successful packaging can be summed up as:

• Keep the target audience in mind,
• Have a customized design and message, and
• Choose the right material and ink

This would go a long way in ensuring that your brand is not only visible but also memorable.