Brand Packaging 101: Using Product Packaging to Boost Brand Awareness
Brand packaging should always be a major part of your marketing strategy. In addition to helping you strengthen your branding efforts and further bolster your brand identity, product packaging tells consumers a lot about who you are. It speaks not only about the product itself, but to the value of that product and its origins. Think of it like an ad right on the shelf, and your last chance to turn would-be consumers into actual customers.
What is brand packaging?
Brand packaging refers to both the design and materials used to hold and wrap your product. It’s functional, of course, but it also serves a number of other key purposes. The goal is to figure out how to design retail packaging that doesn’t just support your product’s image and purpose but also speaks to what your brand is as a whole while still aligning with labeling regulations.
Modern packaging printing methods have opened the door to many more opportunities to highlight who your brand is and what it does. For example, think of what it says to consumers if you choose to use recycled or other sustainable packaging materials, or if you use a pink background behind your text versus a black background.
Look at the whole package
Today, pretty much every business relies on package printing services to support the identity of both their individual products and the brand behind them. When designing your own product packaging, be sure to keep a few key variables in mind to ensure that the image you convey is in line with your intentions:
Identification. Does the packaging clearly identify your brand? Would an individual be able to call out various products in your line based on packaging similarities?
Information. Does the packaging give the consumer enough information about the product? Does the packaging guide the consumer to learn more about the brand and its other offerings?
Material. Do the materials used in your product packaging fit in with your brand’s identity in terms of both style and eco-awareness? If sustainability is important to you, are you not just using natural or recyclable materials but also making it clear to consumers that you’ve used them?
Durability. Is your product packaging sufficient for its purposes? Does it hold the product in place? Is it efficient to ship and store? Is it well sealed?
When you’re running through these questions with your marketing team—and then later on with your printer—consider your answers not just in terms of how they affect marketability but how they affect your overall brand strategy. Ultimately, you want product packaging that is going to support and strengthen the guidelines you already have about your brand’s identity. Do it right and you won’t just sell more product—you’ll gain a bigger following.
Your perfect packaging starts here
We’re NYC’s leading digital printing company and your partner in designing packaging that helps your business achieve its goals. Once you’ve answered those variables above, you’ll need someone who can deliver your ideal package when you need it. With Sheer Print Solutions, you’ll get access to some of the fastest, most affordable, and advanced printing in the city. Browse our services and then contact us today to discuss how we can work together to grow your brand.
