Importance of Packaging: How It Plays a Role in Your Brand Identity

Importance of Packaging: How It Plays a Role in Your Brand Identity

Product Packaging tells people how to find you

Part of the importance of packaging design is it tells customers how to find you. How in the world could that possibly be important?

They’ve already found you, right? Why do they need to know anything else? Won’t they just come back to the same place if they ever need anything else?

You probably know enough about buying and selling to know this isn’t how the ordinary consumer-brand relationship works. Say you encounter a new local brand while visiting a souvenir shop while on vacation. You’re not driving all the way back to this same spot when you run out of whatever it is.

Product packaging gives companies an opportunity to broadcast how they can be found when that customer goes back to their home city. It also can illustrate which social networks you’re active on and where to find your blog or website, both of which can deepen your customer relationships.

And Connects an emotion to your product

The why is packaging important question is an easy one to answer when you see the emotional response that packages can elicit from customers.

A package can make you feel good about what you’re going to buy. Apple has been cultivating this concept for years with its sleek and simple design, as well as its carefully crafted internal compartments and accessories.

Apple does its best to present a prestigious design. They don’t want their customers to feel like they’re buying “just another” phone, tablet, or computer.

Protects The Contents

Selling any type of product — perfumes, beverages, toys or toolkits with lots of small pieces — means you’ll need something that protects everything and holds it together. Your packaging does this.

To that point, the internal components of your product package are as important as the external. Make sure breakable or bendable items are stored in a secure compartment within the box itself.

Furthermore, equip your packaging with enough security devices to guard against criminal mischief. Whether protecting from damages or theft, packaging can help address loss prevention before it becomes a major issue.