Your product wrapping is one of the most powerful marketing tools you can use to tell your brand story. Each package can say something about your brand. It can communicate your passion and how you want your customers to feel.
Thoughtful packaging can achieve the following:
- Support your mission
- Introduce a memorable unboxing experience
- Indicating that your brand is responsible.
That said, below are some tips on how to align your product presentation with your brand values.
Use packaging for storytelling
Consider packaging as an unspoken representative of your brand. The instant the customer looks at your product, the materials, design, and general presentation, this sends a message, in respect to quality, personality, and values. Each decision, whether it is the texture or typography, is a storytelling moment.
As an example, if you care about sustainability, you can use a visual representation to communicate that. Maybe use a recycled or organic material to reinforce your commitment.
Minimalist and slick packaging may send the message of sophistication. On the other hand, a playful design can send the message of creativity and accessibility. Your packaging represents your brand identity.
Let your materials mirror your values
The materials that you use are equally important as the design. Making your packaging out of responsibly sourced or biodegradable packaging sends the message that you are passionate about the planet and your customers.
Molded pulp packaging is one of the outstanding alternatives. It is constructed out of recycled fibers and structured to break down naturally. Therefore, your packaging will be a physical reminder that you focus more on environmental impact reduction. Mold pulp packaging aligns your products with values such as:
- Responsible sourcing
- Long-term responsibility
- Conscious consumption.
You can also reinforce your messaging with other earth-friendly materials like:
- Post-consumer recycled paper
- Cardboard
- Plant-based films.
It is all about selecting elements that make your story and make it realistic.
Let your design reinforce your message
In addition to materials, your design decisions can support the story. This includes:
- Color schemes
- Embossing
- Typography
- Finishing details.
A neutral or earthy tone is usually associated with a natural and mindful attitude. Bold colors can express innovation and creativity. Your design should transmit your message at various sensory levels:
- Look
- Feel
- Purpose.
You should also think of the functionality of your packaging. Reusable or refillable solutions are resourceful, which can help to reflect your values and make your customers more loyal.
Communicate your message
Lastly, do not expect customers to automatically know what your brand represents. Send simple messages using the package. It could be a brief message about responsible materials. Or maybe a small icon that hints at the fact that the packaging is recyclable. Combine the following:
- Thoughtful materials
- Intentional design
- A clear message.
This will make your packaging a multi-layered storytelling tool.
The bottom line
Consumers are now able to distinguish between a genuine brand and one that just conforms to the latest fads. Packaging that aligns with your brand values is a strategic choice that builds trust. It strengthens your brand and conveys your mission. In an era when consumers are more environmentally conscious, your packaging should communicate your brand’s values.
