Consumers tend to return to the same brands for all their buying needs. They look for their favorite brands' distinctive packaging as they walk down the store aisles, speeding up their errands by grabbing products that they know and trust.

Products that consumers select based on the brand name and packaging carry an implied authority, indicating that they are the best choice.

Moreover, when a brand has the same attributes in packaging across all its products, recognition is built. Consumers are likely to routinely purchase a branded product each time the need for that type of product arises, based on the positive association the consumers have made with that brand.

Behavioral science studies have proven the neurological connection between the consumer and the experience of purchasing that product. "Emotions are the primary reason why consumers prefer brand name products," according to Psychology Today, even though many products are "available as generic and store brands with the same ingredients and at cheaper prices."

Vital Attributes in Product Packaging Design

Attributes that define your brand through packaging play a fundamental role in the consumer relationship. Those traits should be consistent, so the likelihood of customer recognition increases.

Over time, consistent packaging can help build customer loyalty.

Brands that have mastered consistent packaging have become iconic in their respective industries. Despite varying audiences and products, those brands all have one defining characteristic that defines their packaging style: simplicity.

The effects of product packaging can make or break the consumer's decision to buy your product, so take note important aspects of product packaging design, such as:

  • Color: There are psychological implications to color, so be sure that your choices are in line with the subject matter of the product. Your product must seem appropriately located next to its competitors, but don't be afraid to differentiate it enough so that you become a unique, standout choice.
  • Tone: Your packaging should align with the tone of your brand. For example, when buying a luxury item, consumers expect higher-quality packaging. And if someone wants to purchase a natural, eco-friendly product, the product's packaging should use materials that are environmentally friendly.
  • Typography: The font you choose as part of your logo and overall brand packaging must have a unique "personality." Is your font playful and whimsical, or bold and rough around the edges? Keep in mind that the font must also be clearly legible, even in the smallest of fine print. Consider these emotional implications as you choose the font to use across all packaging.
  • Consistency: Ultimately, brand loyalty begins with consistent, easily recognizable packaging that boasts a logo your consumers can become familiar with and relate to when in a retail environment. Though changing logos and packaging can be beneficial, don't stray too far from your original design.

Brands That Get Packaging Design Right

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The Right Packaging Helps Customers Connect With Your Brand

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ABOUT THE AUTHOR

image of Amy Finn

Amy Finn is vice-president of Finn Industries, a folding carton and set-up box manufacturer located in Southern California.

LinkedIn: Amy Finn