Packaging has been relevant to the modern generation in many ways. From the appearance and style of the box to how sustainable the materials are, customers are becoming more aware of a product’s packaging.
For this fact, some businesses have decided to double down on their packaging as a means to build brand identity. It allows their products to stand out in supermarkets and other physical stores.
It isn’t always easy, but it’s crucial if you want to occupy the top-of-mind real estate of your customers.
10 Ways to Use Packaging to Differentiate Your Brand
Your brand identity is essentially your brand’s personality. It combines your values, visuals, and messaging to set it apart from other brands in your consumer’s minds.
It’s essential to stand out, but not at the cost of your brand identity. Here are a few ways you can squeeze the most out of your branding to make your brand unique in the crowded marketplace.
1.  Explore the color spectrum
Colors are powerful communication tools. They evoke emotions, trigger memories, and can even influence purchasing decisions. When choosing colors for your packaging, consider the emotions you want your brand to convey.
For instance, if you’re marketing an eco-friendly, organic product, a palette of earthy greens and browns will signify nature and sustainability. In contrast, bright and bold colors can signal a sense of energy and excitement. Hypothetically, if you’re a tea company, using calming pastel colors like soft blues and greens can evoke a sense of tranquility and serenity.
2.  Build with uncommon packaging materials
Packaging materials are no longer limited to cardboard and plastic. Innovate by exploring unique materials that align with your brand’s values or the product itself.
For example, if you’re in the luxury skincare industry, you could use glass jars and wooden caps to emphasize a sense of elegance and environmental responsibility. This choice of materials not only differentiates your product but also reflects the premium quality of the contents.
3.  Think beyond cubes
Cube packaging is standard—in other words—boring. If you genuinely want to make a lasting impression on your customers, choose other shapes to model your packaging after.
Unconventional packaging shapes can instantly grab attention. Suppose you’re in the artisanal chocolate business. Instead of the traditional rectangular box, consider a package in the shape of a cacao pod. It not only enhances the visual appeal but also conveys your brand’s commitment to craftsmanship and originality.
4.  Design with compelling fonts
The fonts you use on your packaging are just as important as the colors and materials. Different fonts convey distinct emotions and tones. Consider the vibe you want to project. If you’re a boutique coffee brand with a vintage feel, opt for a script or serif font to evoke a sense of nostalgia.
Conversely, if you’re selling tech gadgets, a modern, sleek, sans-serif font will resonate with your brand’s cutting-edge identity.
5.  Create an unboxing experience
A memorable unboxing experience can leave a lasting impression on your customer’s mind, especially in today’s digital age. It’s significant for eCommerce businesses.
Imagine you sell artisanal candles. Instead of simply shipping your product in a plain box, add a personalized touch. Include a thank-you note, some dried flowers, and a QR code that takes customers to a curated playlist of songs to play for a cozy night in.
This not only elevates your brand in the eyes of the consumer but also encourages them to share the experience on social media, generating valuable word-of-mouth marketing.
6.  Extend your post-purchase experience
Your brand’s relationship with its customers shouldn’t end when the sale is complete. Use your packaging to extend the post-purchase experience. For example, if you run a subscription-based meal kit service, consider printing a new, easy-to-follow recipe on each package.
This adds value to the product and keeps your brand top-of-mind as customers enjoy the meal they’ve prepared with your ingredients.
7.  Speak directly to your target customers
If you’re selling high-end sports equipment, use language and imagery that appeal to athletes and fitness enthusiasts. On the other hand, if you’re offering baby products, you need to appeal to parents by conveying safety, comfort, and care for their child.
These changes to tailor your packaging to your target audience influence their decision to buy your product or not. In other words, it’s always a good idea to learn as much as you can about your customers to create packaging that profoundly resonates with them.
8.  Share your brand story through packaging
Your packaging can serve as a canvas to tell your brand’s story. Consider printing a brief narrative about your company’s origins, mission, or commitment to sustainability.
For instance, if your brand specializes in handmade soaps, include a short story about how you started crafting these products in your home kitchen, showcasing your dedication to quality and craftsmanship.
9.  Display eye-catching and relevant visuals
Visuals are more memorable than words. It’s why other businesses don’t just use images and illustrations on their packaging for fun. They make unforgettable packaging. That said, the visuals you should still relate to your brand. If you sell wine, visuals of vineyards may appeal to your customers better than lightning and electric guitars.
10.       Think long term
It takes time for people to build associations with products and brands. Your design doesn’t only need to work today but tomorrow, next year, the year after that, and the year after that.
Don’t create something that will be trendy for a few months but then fall out of favor right away. Think about how your packaging can evolve with your brand. Take Coca-Cola, for instance. Its iconic red and white design has remained timeless for over a century. This consistency has helped the brand maintain its identity across generations.
Crafting Unforgettable Impressions
Your packaging emerges as your silent but powerful brand ambassador. Colors, materials, and fonts aren’t just about aesthetics. Instead, it’s about the emotions and messages they convey. The materials can symbolize sustainability or luxury, and fonts can define the personality of your brand. Each decision adds another layer to the narrative that makes your brand unique.
Elevating your product packaging is about how it fits into the customer’s life. It’s why an unforgettable unboxing experience is more than a trend; it’s part of the customer journey. The same goes for your post-purchase experience, allowing your product to remain in your customer’s life for much longer.
Ultimately, the heart of your brand is the story you share. Your product’s packaging is your canvas to display attention-grabbing visuals that tell your brand’s narrative. Remember that you’re still writing your brand story, so long-term thinking is crucial to stand out.
Combining the strategies discussed above helps ensure that your packaging isn’t merely a container for your product but a vital element in how you set yourself apart from others.
