Article

Barry Tabor
Barry Tabor 19 September 2018
Categories Ecommerce

How Your Brands Packaging Can Tell Your Story

Eye-catching colours, fonts, graphics and images along with quality packaging is the key to ecommerce success!

Packaging is just paper and string, right? After all, the product should speak for itself. If you’re thinking like this as a business owner, you are missing out on a crucial marketing strategy. A brands packaging communicates many things, from what your product can do to what your business is all about.

When it comes to brand messaging, knowing your unique story is one of the most important steps. Each individual brand has its own story about who they are, their mission and vision, and their promise to consumers. You might be ‘similar’ to other brands out there, but your story can really set you apart from the competition.  

So, how do you tell your story? It all starts with the packaging, the first thing any customers sees when your product is on the shelf. This shows from the get-go who you are as a brand, telling your story so it resonates with a customer and they have a desire to find out more.

Exterior packaging makes the first impression, typically the famous cardboard box. What you do with this simple box really shows a consumer who you are as a company. Whether it’s left plain and natural looking to represent an earthy company or painted bold colours to show off your bright personality, your cardboard box opens your story. After this, you have the interior packaging, such as a bottle for a skin care company, that makes another big packaging impression. This part is essential to getting your audience to repurchase, adding a nice touch by having the exterior and interior packaging reflecting each other in some way.

We know it’s not easy to know everything you need to do to get across your story, so we’ve put together this post to help you understand more. From the smallest colour choice to the biggest design decision, every step is important to present who you are.

Logo:

A logo is a small representative of your brand, compacted into one little design. This design becomes a staple of your company, something people see and automatically know what brand they’re looking at. When it comes to your brand story and identity, logos are so important in setting the tone for your company. If you’re an organic food establishment, show this by creating a logo that incorporates earthy tones and maybe an image of some healthy food options. Customers will instantly see the choice of logo and start to get an insight into your story, attracting the target audience as anything earthy and organic looking will catch their eye.

Colour:

Now you may think, what’s in a colour? Well, I can tell you, the colour associated with your brand is so important to telling your story to consumers. It’s finding the perfect balance in being bold enough to stand out, but not necessarily in the way that you must have the brightest colours because bright colours aren’t always what is right for you. You need to be able to show off who you are, stand out, and stay true to yourself. Take a luxury skincare brand for example, the colours they choose to decorate their packaging with can be the make or break factor to if it looks luxurious or not. Especially when the brand is focusing on an older target audience, it may be best to stick with more muted colours matched with white or black to present a mature, luxurious feeling to the product.

Graphics:

Along with the colours and logo featured, you may also include a form of design or imagery to help tell your story and make your packaging more interesting. When designing any patterns or imagery for your packaging it is important to always question, is this right for the story I am trying to tell? A leafy design for a herbal-based medication company, perfect! But for a makeup company that promotes bold colours and loud makeup? Not so great. Stick with something that really shows who you are and what you believe in, while also complementing the colours chosen and logo. Overcrowding your packaging with designs is another thing to stay clear of, if your packaging looks too busy customers may be put off picking up your product.

Blurb:

Every story has a blurb, and that doesn’t have to be any different for your company. Of course, you should always put a bit of information about the product on your packaging, but why not take the time to put a bit about your brand on there as well? It’s a nice little touch to show your consumers who you are and what you’re all about instead of leaving it to the customers' imagination. Keep this short and sweet, you’re already showing who you are with all the previously mentioned aspects, this is just a nice little way to introduce yourself and really drive that unique selling point your company has.

Where to source your packaging for the best first impression

For your packaging to be perfect, you need the best box out there. Packaging manufacturers are consistently looking to improve the shelf life of their products. For this reason, the shape, size and sustainability of boxes are incredibly important. If you are looking to bring your brand to life with a quality packaging solution, we’d recommend sourcing a professional box making company to help keep up with consumer demand.

This article was produced by box making machine company, BCS Boxer.

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