Modern packaging solutions involve much more than just keeping products safe. Packaging is a major marketing tool that can impact a product’s success or failure. It’s necessary to leverage packaging as a marketing tool both on shelves and beyond to draw consumer attention, reinforce brand identity, and influence purchasing decisions. When strategically designed and used, product packaging can enhance brand visibility and establish a lasting connection with your target audience.
Branding Through Packaging
Packaging plays a crucial role in strengthening brand identity. Elements like color theory, typography, logos, and graphics all come together to create a distinctive persona and presence that reflects who your company is and what values and beliefs your company supports. Sharing details about your brand’s origins, including the story behind your product or the social impact of your business, humanizes your brand. Consumers may form a bond with your brand when they feel personally connected to the story you’re telling. Using brand design assets and messaging in packaging consistently reinforces brand recognition with customers as they learn to associate specific elements of your packaging, driving brand loyalty and repeat purchases.
Packaging in Social Media Marketing
In a visually-driven world, aesthetically appealing packaging is a key marketing asset, especially when it comes to social media. Whether it’s bold colors, a unique shape, or limited edition packaging, packaging that looks good and photographs well helps products stand out on crowded social media feeds. Aside from visuals, brands can also include features on packaging to amplify their product’s visibility online. For example, companies can include branded hashtags or QR codes to encourage shoppers to share photos and videos of their products online. Memorable and shareable unboxing experiences then become powerful marketing tools, spreading brand awareness far beyond the initial sale.
Packaging as an Advertising Tool
One of the primary functions of packaging in marketing is as an advertising tool directly at the point of sale. On crowded store shelves, packaging must capture consumer attention and resonate with them in some way that piques interest. Aside from visuals like color, graphics, or typography, communicating brand messages and values through packaging promotes a deeper connection between the brand and the buyer. Brands should also consider including incentives for repeat purchases or referrals directly on or within packaging. Discount codes and special offers may entice first-time buyers to become repeat customers, especially if they know they can save on their next purchase.
Design Custom Paperboard Packaging with MOD-PAC
MOD-PAC specializes in custom paperboard packaging for a wide range of industries. Whether you are launching a new brand or redesigning your packaging, our experts are here to help. Get in touch with our team today to discuss your needs. We look forward to working with you!