How good packaging can boost your business brand to another level
In a world where choices seems to be infinite and competition in getting more and more intense, having a strategic brand becomes as critical as having a business itself: one can't survive without the other. Packaging often gets lots in the sauce in the middle of everything, not getting the attention it deserves. We here at GZDS even heard from clients that, before they came to us, they thought slapping a logo and some catch phrases onto a cardboard would be enough!
The truth is that packaging sometimes is the hero of your brand, being the first thing consumers see when they make contact with your product, playing an important role in influencing their decisions about buying or not from you.
Your audience is always on a quest to find a solution to satisfy their needs. What's the first thing that captures their attention when they're going down store ailses or browsing countless online products? You got it, it's packaging.
Today we're going to explore why packaging is not just a pure functional necessity, but a powerful tool that can make or break your brand, creating a good or bad first impression, shaping differentiation and even trustworthiness
WHAT IS PACKAGING, BY THE WAY?
Packaging is the art (and science!) of designing, producing and presenting what goes inside and outside your product. It's the first thing, the first impression that a product-based brand makes on its audience. It has all the brand's identity, values and promises visually displayed on it, implicitly or directly, and that's why it goes beyond just aesthetics. It must be a practical thing too, to make sure the product is protected, preserved and it doesn't harm nature after its use.
SO, HOW DO I MAKE A GOOD PACKAGING?
FIRST IMPRESSIONS COUNT
Imagine a potential customer walking down the aisle of a store, looking at shelves for a product they need. What's the first thing they see? Your packaging, of course. If you're selling online, then the story... is almost the same, but with a twist: They'll look for your product and pricing, as they do in the store, but if you don't have a good website, then oh, its complicated.
At the end of the day, your prackaging is the first point of contact between your brand and the consumer. A professional packaging create a positive first impression. Picture this: You bought a t-shirt online from this new store you found on instagram. You receive it in a reciclable, eco-friendly cardbox, and uppon opening it, you smell a good fragrance: they lightly sprayed it inside the box. The shirt comes wraped in a branded, pattern-like tissue paper, with a thank you note and a 5% discount code for the next purchase. What's the change you would buy from them again? I already know the answer.
Now imagine the same shirt coming only in a courrier black plastic. No experience, nothing. Packaging is not only important for the product itself, it's the whole experience that matters
ITS YOUR IDENTITY
Packaging isn't just about protection, it's also a canvas for your brand identity. The design, colors, images and typography on your packaging should reflect your brand's personality and values. Are you a luxury, sophisticated brand or a fun and colorful spirit that wants to make a mark on the younger generation? Your packaging should tell people that story that you have deep inside your mind. It needs to resonate.
IT WILL MAKE YOU STAND OUT
Competition is so intense nowadays that it is crucial to stand out, being as original as possible. Uniqueness became a must to break through the noise. When your potential client is faced with much choices and your professional packaging, they're more likely to choose you, because it connects them in the emotional level.
AN AUTHENTIC BRAND
Good packaging will not only stand out but will communicate to your audience that they can trust you. When consumers see a product with professional packaging, it's much more likely that they believe in the quality and authenticity that you are trying to express with it. On the other end of that, bad packaging will raise eyebrows about the brand's authenticity.
ECO CONSCIOUSNESS
Consumers are getting more and more conscious of environmental harm. Just take a look at instagram comments from time to time, whenever you find a post or a reel that makes you go "but isn't this just waste of resources?". It's filled with people questioning these things, mostly the younger generations.
Considering eco friendly materials and practices to reduce your environmental footprint is a must in today's world, and it needs to align with your business practices.
A POWERFUL TOOL FOR STORYTELLING
Packaging can be a way to connect the story of your brand with the story of your customers. This is a well known technique, where you make your customer the Hero and your brand the Knowledgeable Guide. Having a creative package will make your audience interact more with your brand, even encouraging an unboxing video to share on social media.
TINY EXPERIENCES CAN BECOME HUGE OPPORTUNITIES
Small experience matter. Think about the choices of fonts, the texture of the paper, and the way your product information is presented. Attention to detail in your packaging will always show that you care about your product and your customers.
YOUR PACKAGING, YOUR BRAND'S TIMELESS VOICE
In the world of branding, packaging is a silent ambassador for your brand. It can create a lasting impressions, tell your brand story, differentiate your product, and, ultimately, drive sales.
We hope that, by the end of this article, we provided you with enough info to know where to begin with your packaging! So, next time you're designing your product's packaging, remember that it's not just a thing, it's a part of your brand success.
DON'T WANT TO WORK ALONE?
If you find yourself overwhelmed or in need of any help, just contact us so we can help you develop the packaging of your dreams!
