Why Smart Branding Starts with Your Packaging Choices

Apr, 2024 - by CMI

Why Smart Branding Starts with Your Packaging Choices

When was the last time a product's packaging caught your eye - and crucially, what was it about the design that clicked with your idle attention span? Perhaps it was the sleek design, the vibrant colors, or how it felt in your hands when you plucked it from the shelf. 

As you’re no doubt aware, all of these elements are down to deliberate, strategic thinking - representing smart branding as a result of packaging choices made by businesses.

There’s a lot that can be learnt from these points of packaging-related interest, so anyone who has a new product to promote should stick with us as we give you an overview of what makes a splash in this context, and why it’s instrumental for overall branding success.

Standout Packaging in an Overstuffed Market

Distinct packaging characteristics serve as both a beacon for brand identity and a testament to consumer safety - both of which are necessary to take your business to the next level. Here's how deftly crafted packaging can differentiate your offerings from the gaggle of alternatives:

Signature Colors and Designs

Unique color palettes and graphic designs make products instantly recognizable on shelves. A well-chosen color reflects your brand's personality and can trigger emotional responses that in turn drive purchasing decisions.

Textured Experiences

Textures on packaging can convey luxury or practicality, creating a tactile connection with customers. Whether that’s raw cardboard for eco-focused brands or high-quality plastics for premium brands, this sensory engagement ensures your product stands out in a strategically tactile manner.

Functional & Compliant Innovation

Adding user-friendly features like resealable closures or ergonomic shapes distinguishes your offerings by enhancing usability and convenience, as well as adhering to relevant regulations. For instance, CoolJarz's pre-roll tubes are certified child-resistant and recognized as food safe by the FDA - a feature that underscores both diligence in compliance and a commitment to consumer well-being.

Eco-Conscious Choices

As sustainability gains traction and 60% of people are willing to shell out more for sustainably packaged products, choosing biodegradable materials or minimalistic designs appeals to environmentally aware consumers and carves out a niche for brands looking to champion green initiatives.

All of this isn’t just speculation, as Ipsos research reveals that 72% of consumers have buying choices swayed by packaging design - so standing out rather than fading into the background is the best way to boost sales and establish your brand’s identity.

Unboxing Moments as the Basis for Brand Evangelism

The unboxing experience is a pivotal touchpoint in the customer journey - and it’s not just influencers who expect to be wowed when they take the wrapping off their latest acquisition. This curated moment can convert a casual buyer into a loyal brand advocate - especially as part of a wider CX strategy - so here's how businesses are crafting packaging with an eye toward creating memorable unboxing experiences:

Strategic Product Placement

Within the box, products positioned deliberately make for an organized and aesthetically pleasing presentation upon opening, which enhances the perceived value of the product. So rather than burying it beneath pamphlets or hiding it behind cabling, make sure your product sits front and center when the big reveal occurs.

Personalized Touches

Incorporating personalized notes or exclusive offers in the packaging elevates the user experience from transactional to relational. This might seem like it’s only feasible for very small scale production runs, but it’s worth considering even for larger brands - as a modicum of personalization translates into a major bump for loyalty.

Surprise Elements

Small surprises such as samples or branded gifts deepen customer appreciation and foster positive emotional connections. Even something as simple as adding a few branded stickers is a good way of showing customers that you’re going the extra mile - and this type of merch gives you the opportunity to spread your brand visibility beyond the packaging itself as well.

Quality Materials

As we hinted at earlier, premium materials can protect your product but more importantly convey luxury and care, further ingraining your brand’s image in customers' minds. Surveys show that customer retention rates are higher in the case of brands that offer premium packaging, so it’s also about keeping people coming back for more, long after the initial unboxing experience has faded.

Final Thoughts

There are plenty of other ways to be smart with your packaging choices, but the overarching point here is that you need to take the time to actually think long and hard about the best way to present your products to the world. This is an imperative decision for brand-building as much as it is for practical product distribution, so keep this duality of purpose in mind and you’ll be on the right track.