Packaging is the new branding a marketing concept referring to a new way of thinking about product design. It refers to the idea that packaging and branding are now the same, with brands being more focused on their visual appearance rather than what they stand for.
Essentially, this means that companies should spend as much time designing their packaging as they do on their advertising and other marketing materials. In this article, we will help you understand why it’s important to redesign your packaging and how to do so effectively.
What is Packaging?
Packaging is the combination of the product itself and the container used to sell it. It’s the box, the bag, the strapping, and any other materials used to move, store, or market the product. For example, a bottle of shampoo is the product itself and the bottle the packaging is in.
When designing the packaging, the brand designer will usually pay attention to the visual elements. These include the colour scheme, the shape and size of the bottle and label, and the graphics used on these items. All of these visual aspects of the packaging have a significant impact on the success of the brand itself.
How to Redesign your Packaging
When you redesign your packaging you are redesigning your brand. The visual appearance of your product is how customers will first experience your branding. Therefore it must be appealing and specific to your brand. There are two main categories to consider when redesigning your packaging: functional and aesthetic.
The functional aspects focus on the product itself such as how easy it is to use, and the features that make it useful. The aesthetic aspects focus on the colour scheme, shape, and graphics used on the product and packaging. – Functional packaging redesign: This type of redesign focuses on improving the usability of the product. This can include making it simpler to use or finding a way to give it a new use.
For example, a kitchen product may have a lid that can be used as a colander, or a wine bottle may be able to hold other types of food. These functional changes can make the product more useful and can add to its sales.
Aesthetic packaging redesign: This type of redesign involves changing the visual appearance of the product. This can include changing the colour scheme, shape, graphics, and other visual aspects of the product and packaging. For example, a cosmetic company may decide to change the colour scheme of its lipstick to fit better with its brand.
The Importance of a Good Brand (branding)
A product’s packaging is an extension of the product itself. Therefore, it’s crucial that the packaging for your product matches the design of the product itself. This leads to the next important factor in creating successful packaging design: matching the design of your product to the design of your packaging.
The quality of both the product and the packaging will determine how appealing and successful your brand will be. If either one of these factors is subpar, your product may not be appealing enough to succeed. Alternatively, it may be appealing enough, but it will be difficult for customers to find.
Why you should care about your packaging design
Packaging design plays a significant part in selling your products. In the modern world, customers rely on the visual appeal of packaging to make a purchase. 43% of consumers say that their purchase is at least somewhat influenced by the packaging alone.
A good design can help you sell more products and generate a higher profit margin. It can also help you build strong branding that will be remembered and respected by customers.
How to know when your packaging design is good enough
When your packaging design is good enough, you’ve reached the point where your design is visually appealing, and you’re confident that the design is appealing enough to be successful. However, there are still several things that you can do to improve your packaging design. One of these things is to conduct real-world tests and find out how your product is being used once it’s been purchased.
Wrapping up: Is it time for a new package?
The package is important and should not be overlooked. It is one of the first things a customer will see and get a first impression of your branding and product. Whether it is the bottle or the bag, the material and design of the packaging are a major part of branding.
Now that you know what packaging is and why it’s important, and how to redesign your packaging, it’s time to take action. Now that you know how important it is to redesign your packaging, you should go ahead and give it a try.
