Why Packaging Design Matters (and Why I Love It)
There’s a lot to consider when it comes to your brand’s design. Your logo, your colors, your fonts — and of course how it’s all reflected on your product labels, social profiles, marketing assets, website, etc. But if you’re a physical product seller or you send physical packages to clients, have you thought about how your brand is reflected in your packaging?
I find it unfortunate that packaging is not always at the top of the list, because packaging has so much untapped potential. Here are just a few reasons why I love packaging design so much — and why you should, too.
Dress to impress
Anyone who’s received a Christmas present knows just how much of a difference a good wrap job can make. You recognize and appreciate the present with the matching colors, neatly tied bows, and striking patterns. (It almost makes you feel sorry to tear it open — almost!)
Your brand’s packaging works the same way. If you’re a physical product seller, your packaging is the first thing your customers see before they ever hold your product in their hands. It can catch their eye on the shelf or just be a happy surprise when they first open their delivery. Generic packaging can work fine, but you don’t want fine; fine doesn’t inspire people and it likely doesn’t reflect your ultimate goal — to create something people remember.
The same goes for service providers and digital product creators who send thank you gifts or physical workbooks. Think about the delivery: How special do you think your clients, students, or members will feel opening a package designed just for them?
Little touches (like tissue paper the same color as your logo) go a long way. When they see you value the little details, customers will know you have a true love for your business. In the end, you’re designing an experience: from how it looks on a shelf or online, to when it's unboxed or used. Experience matters.
A multifaceted experience
Packaging is a multifaceted thing in all the best ways. It’s not just about making it pretty: you can also make it informative and practical (as well as beautiful!). Your potential customers can take one look and learn your brand’s tone, aspirations, and attitude.
You also get lots of options to customize your packaging to be as intricate or bold as you want. Because it's tangible, there's the opportunity for fun paper, label paper, ink, die cuts, etc.
Stand out from the crowd
Bubble wrap is great, but let’s be honest — it doesn’t exactly make for a memorable unboxing experience. If anything, it’s a little ugly.
Your brand packaging is a great opportunity to get creative with the delivery of your products — and can help you endear your brand to your purchaser. If your brand values being on the cutting edge of your industry, having a creatively engineered box can bring that extra “oomph” to your product’s packaging. If your brand values sustainability and supports climate change causes, using recycled packaging with a story about the materials you chose can further that cause. Packaging design can help make your packaging align with your product and your brand.
It’s no longer about which box will fit the product — it’s about the product and which box will make that product even more memorable.
Let’s dream about what your packaging could do for you
Ready to bring your brand up a notch, with packaging design that fits your products? Book your consultation today, and let’s see how we can make your product look good the whole way around.