All successful brands have distinctive packaging that sets them apart from the competition. Packaging is an important extension of your brand and, if done incorrectly, it can lead to lost sales and failure of your product.

Apple and Coca Cola, the most well-known brands, make sure their logo, colors, and brand culture are the same from their products to their advertising to their packaging; as a result, when a consumer sees their products they recognize it right away. Consumers buy products they recognize, so consistent packaging needs to reinforce your brand’s message.

Importance of Packaging

Packaging is oftentimes your product’s first impression—consumers see the packaging first and it is then you sell them or not. There can be two identical products on a shelf and the packaging will determine which one is chosen. This can make or break a new product.

The packaging is no longer just a box to hold and protect the product—it contributes to the marketability, trust, and image of its brand. Sometimes a brand is so successful with their marketing efforts that consumers can identify the product just by looking at the package. Take, for example, the Heinz ketchup bottle—if you take the name off, consumers still know it is Heinz ketchup. The packaging becomes the product.

Social media has made it difficult to earn and keep the trust of customers and even harder to keep them loyal to your brand. This is due to all the reviews and discussions that people can have about your product, and negative reviews can affect your brand perception. Your package needs to convey to your customers why your brand is special and why they should try it. Marketers need to continuously research and evaluate the packaging to make sure it is an extension of the brand and make changes as needed.

Packaging Must Haves

Personal care products are very competitive and packaging is crucial for these companies. Packaging for these products must make them stand out through colors, shapes, and ad copy.

They have to find a way to be special, like adding that they are eco-friendly and chemical-free. Today’s consumers are more environmentally aware and are looking for “greener” options, so recyclable materials, PET, and HDPE bottles can promote loyalty and trust in the brand.

For some products, the packaging is so important that the package costs more to make than the actual product. A consumer’s perception of your product comes from the package—if you have a quality package, they think your product is of good quality. When designing your packaging, here are some more important items to consider:

1. The package must be strong enough to protect your product during transport and keep it safe until use.
2. Packaging needs to be a light as possible—heavier packaging will increase transport and shipping costs.
3. Brand and manufacturer information must be prominent on the packaging with all the product’s information legible to the consumer.
4. Keep the packaging distinctive and creative by using unique colors, materials, and shapes.
5. The shape of the packaging cannot be too crazy as the product needs to be shelved and displayed for easy accessibility.
6. Include logos and slogans.
7. Packaging must be eye catching.
8. The package must keep the product safe and fresh for the duration of its shelf life.

As your packaging is a salesperson for your product and brand, it should be the best it can be.