Product packaging is one of your most valuable branding vehicles, and you can make it work harder. Unlike primary packaging that simply contains a product, secondary packaging offers marketing, brand managers and creative teams a blank canvas to send a strong message to consumers including brand promise, philosophy and values.
Think of packaging as an advertisement for your product. Just like a billboard, your packaging must attract attention, provide information and sell your product – all at once.
It sounds simple, but it requires just the right balance between structure, copy, graphics and finishes to achieve the perfect message that helps consumers connect with your brand and product. But how do you make your packaging a good advertisement for your product?
Although it’s important not to detract from the product attributes, packaging gives you the real estate space to convey your brand and marketing messages simultaneously. Here are five factors that can help you create packaging that works as an advertisement for your brand and product.
Photography
While not all products utilize photography, vivid, crisp photography is a key element to eye-catching packaging that instantly draws consumers in. In some industries like food and beverage, high-quality photography goes beyond drawing people in. High-quality photography in food packaging ignites the senses and entices consumers to savor the food. In industries like health and beauty, packaging with strong photography can help consumers visualize the benefits and value of a product.
Visual Effects
Strong visual elements in your packaging, be it a folding carton or a rigid set-up box, can make your packaging stand out on a crowded shelf or display. Utilizing vivid colors or specialty press effects such as foils and metallic sheens, glitter coatings or even metallized paper, you can be sure that your packaging will shine above the rest.
While strong visual cues are important, it’s critical that you focus on only the elements that truly make your brand or product. This narrow focus will allow you to add strong visual effects where it matters most.
Press Effects
While strong visual cues are crucial to getting noticed in a retail setting, the shopping experience goes beyond seeing something. Consumers engage with your brand by assessing your packaging; holding it, feeling it, turning it.
This secondary interaction means that your packaging has to go beyond the visual and needs to offer additional unique elements. Adding tactile features such as on-press embossing, debossing or patterns created through multiple coatings and reticulation technology that can allow you to create a new experience for consumers as they interact with your product.
Post-Press Effects
Similar to photography and visual effects, structure is a bold way to send a message about your brand or product. Take inspiration from your brand personality and use structure to your advantage to send very specific message about your product or even your brand.
Working with an experienced packaging supplier with an innovative and creative structural design team makes the options for new structure are almost limitless. Whether you need a classic shape or are a looking for a more adventurous shape such as a hexagon or something completely out of the box, structure can visually and subliminally create a packaging design that gets noticed.
Packaging that Sells Itself
Whether we want to believe it or not, packaging does a lot of heavy lifting when it comes to making the sale. It’s the final factor in the equation. When consumers find themselves with your product in their hands, will your packaging make or break the sale?
By thinking of your packaging as an advertisement for your product, you’ll go beyond the basics and ensure your packaging goes above and beyond.
If you’re looking for packaging that goes beyond the ordinary, contact the packaging specialists at JohnsByrne and discover how we can put our innovation to work for you.
Similar to photography and visual effects, structure is a bold way to send a message about your brand or product. Take inspiration from your brand personality and use structure to your advantage to send very specific message about your product or even your brand.
Working with an experienced packaging supplier with an innovative and creative structural design team makes the options for new structure are almost limitless. Whether you need a classic shape or are a looking for a more adventurous shape such as a hexagon or something completely out of the box, structure can visually and subliminally create a packaging design that gets noticed.
Packaging that Sells Itself
Whether we want to believe it or not, packaging does a lot of heavy lifting when it comes to making the sale. It’s the final factor in the equation. When consumers find themselves with your product in their hands, will your packaging make or break the sale? By thinking of your packaging as an advertisement for your product, you’ll go beyond the basics and ensure your packaging goes above and beyond.
If you’re looking for packaging that goes beyond the ordinary, contact the packaging specialists at JohnsByrne and discover how we can put our innovation to work for you.
A variety of post-press finishes can take your packaging design to a whole new level. Specialty post-press finishes like die-cutting, for example, can help not only create unique cutouts and patterns, but they can help focus the consumer’s attention on a particular aspect of your product or packaging.
From shapes to letters, die cutting draws attention to the dimensional nature of your packaging and the character of the substrate used. Whether you are using die cutting to allow consumers to peek into your product or to call out a specific feature or message, post-press finishes like die cutting can help you send the right message with your packaging.
Structure
Similar to photography and visual effects, structure is a bold way to send a message about your brand or product. Take inspiration from your brand personality and use structure to your advantage to send very specific message about your product or even your brand. Working with an experienced packaging supplier with an innovative and creative structural design team makes the options for new structure are almost limitless.
Whether you need a classic shape or are a looking for a more adventurous shape such as a hexagon or something completely out of the box, structure can visually and subliminally create a packaging design that gets noticed.
Packaging that Sells Itself
Whether we want to believe it or not, packaging does a lot of heavy lifting when it comes to making the sale. It’s the final factor in the equation. When consumers find themselves with your product in their hands, will your packaging make or break the sale?
By thinking of your packaging as an advertisement for your product, you’ll go beyond the basics and ensure your packaging goes above and beyond.
If you’re looking for packaging that goes beyond the ordinary, contact the packaging specialists at JohnsByrne and discover how we can put our innovation to work for you.
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