5 Pivotal Functions of Product Packaging in Brand Marketing
The packaging itself is an art form. There are numerous aspects involved in creating and designing the product packaging. From selecting the right materials to the appropriate textures and patterns, the process involves creativity to give the desired outcomes.
You might get confused with all the artistic aspects of crafting unique packaging boxes. Don’t hassle!
There are professionals who can sail you through the designing process with ease. If you want to avail yourself of the many uses of good packaging, then attaining their help can become second nature for you.
But why go through such troubles for a mere packaging box?
If you are not completely aware of the many functions of packaging, then this article can help you out. Just read on.
Out of sight is out of mind!
Your brand only makes an impact for as long as consumers can remember it. This is a fact and you must adhere to it to make the brand identity linger longer in the buyers’ minds.
Visual patterns are easy to recall. This is the secret behind veteran brands’ success over the years. There are many brands out there that only are recognized from their patterns and color selections. Customers spot them from a distance and unknowingly pick their products over the other choices. If you want to imitate their growth then imbibing their branding tactics through imposing branding on the boxes, is a must for you.
The products’ boxes are what customers remember your brand by. These can be used to tell a wholesome brand story that coincides with your other marketing and promotional campaigns. Displaying these would enable the clients to recall your brand image anywhere they see your products.
Pick and choose
Customization allows you to select the box material that perfectly aligns with the nature of your products. For example, custom Kraft boxes are used to keep the contents safe and be compliant with environmental guidelines. Corrugated stock is ideal for shipment and cardboard is a multifunctional material that can adhere to all industries.
Having such diversification in your customized boxing helps immeasurably. There are certain areas that the boxes cater to, that cannot be otherwise deal with much efficiencies. These are:
- Marketing the products right to the customer demographic you intend to. The boxes can be made to appeal to location or age specifications. This helps the boxes to be spotted easily by the target customers.
- Inform the buyers of relevant product info that helps them pick your products.
- Hold numerous other important data with the aid of printed barcodes.
- Enable the retail shops to assign the front rows to your packages when they are created with creative designs.
All other digital platforms help to impart basic knowledge of your brand to potential buyers but the boxes establish a deeper relation with them.
Rejuvenate the brand appeal
Is your brand running in the market for some time now? Is it not getting the attention needed?
If your answer is yes, then well-made product packaging is what is missing from your brand image. They can be an ideal canvas to project your brand ethos and values. Boxes that look great end up adding more value to the products. Customers attach more value to the boxes and hence deem getting a higher return for their money spent.
Many custom features can make this happen for you too. These can be:
- Addition of attractive shades that link the boxes to your brand’s personality.
- Laminating and coating the packaging boxes with variations to make them damage resistant and less susceptible to wear & tear.
- Last longer with embossed letters and foil stamping
- Give a glimpse of the inner products with custom die-cut windows and numerous creative shapes like display boxes.
These along with other custom designs can elevate the brand’s look and appeal to a wider audience. Your old brand image can get a revamped look with enticing packaging engulfing the products. You might have seen brands bouncing back with a ‘new & improved’ look. Your brand identity can get noticed far more easily when such boxes grace the store racks.
Have you ever received products that do not fall in line with what was promised? The packaging looks weak and the products are damaged.
This scenario is what scares the manufacturers the most. Their hard work pays off when customers reorder by getting satisfied with their purchases. So, what happens when the opposite occurs?
Undoubtedly, your brand image would go for a spin with customers defying your products for the next option. To avoid this, the packaging helps you to be more in control of how you offer your products. These include the structure of the boxes based upon the custom-chosen thicknesses, shapes, and sizes of the boxes. This helps to fit the items more perfectly and enables safer transportation. When buyers receive their products in their best form, they are bound to be brand loyal and compel others to do the same.
Such a firm client base is sure to win over more potential buyers and give you revamped revenues and profits. The other reason, apart from the one said, can be lower refunds and replacements. These can take a significant proportion of your revenues. But with sturdy packaging, you can minimize the risk of losses caused by damaged products.
Attain more at lower costs
Why go through such efforts? The prime reason is to distinguish your brand from rivals. The most cost-effective way is to employ the boxes in this regard. They offer a strong cover as well as fulfill your brand story at affordable costs. The packaging can be used two ways, saving you extra marketing costs and enhancing your brand recognition at the same time.
With such amazing functions, product packaging has taken over the branding regime effectively. Brands no longer have to follow the conventional route to attract customers. They can creatively style the packaging to lure customers to buy their products over the rival brands.