Packaging design plays a significant role in shaping the perception of a brand. It could be the one factor that customers think of when they recollect your brand. Maybe a bright color, or a signature shape, or a catchy slogan – designs speak volumes.

In a highly competitive market, packaging design has become an essential aspect of a brand’s marketing strategy. It not only protects the product but also serves as a communication tool between the brand and the consumer.

Effective packaging design can grab attention, communicate the product’s benefits, and create a strong emotional connection with the consumer. In this blog, we will discuss the power of packaging design and how it can shape your brand perception.

Cadbury’s: How shapes change perception

Cadbury’s, the British confectionery brand, has been using innovative packaging designs and ideas to create a strong brand image for decades. In 2012, Cadbury’s changed the shape of their iconic Dairy Milk chocolate bars from a square and edged shape to a more rounded and smoother one.

This change in the product’s shape had an unexpected effect on the consumer’s perception of the product. Despite no change in the ingredients, customers perceived the flavor to be sweeter than before. This shows how clever innovation and even shapes can be in shaping the consumer’s perception of a product.

Psychology of shapes in graphic design.

Check this article to explore more about how shapes can help in creating your brand’s perception.

The effectiveness of packaging design

Packaging design is more than just a pretty product package. It can communicate the product’s benefits, create an emotional connection with customers, and differentiate the brand from competitors.

According to a survey by IPSOS, 72% of American consumers agree that packaging design influences their purchasing decisions. Isn’t that what set Apple apart from the rest all those years back? They prioritized compact and aesthetic packaging for their Walkmans rather than a bulky and unappealing shape.

Apple also focused on personalization and offering color options. While this was brand new during those times, it was pivotal in setting Apple apart from the crowd. This influenced consumers further to buy the products even if they didn’t have an immediate requirement for them!

Effective packaging design can also lead to increased sales and brand loyalty.

In a study by Nielsen, 64% of consumers said that packaging design is important in making a purchase decision.

Packaging design and brand Identity

Packaging design is an extension of a brand’s identity. It should be consistent with the brand’s values, message, and personality. When a consumer sees a product on the shelf, the packaging design should communicate what the brand stands for.

For example, when a consumer sees the iconic Coca-Cola bottle, the packaging design communicates the brand’s heritage, uniqueness, and refreshing taste. Coca-Cola’s packaging design has remained consistent for over a century, and it has become a part of its brand identity.

Innovative packaging design

Innovative packaging design can differentiate a brand from its competitors and create a unique selling proposition. ID is a prime example of a brand that has successfully leveraged innovative packaging design to stand out in the Indian market.

Their packaging is always eye-catching and inventive, from their use of vibrant colors and bold typography to their creative use of materials and shapes. One of ID’s standout packaging designs is its line of filter coffee liquids.

These come in small pouches shaped like filter coffee tumbles, conveying an authentic South Indian aesthetic. This clever design not only looks great on store shelves but also adds an element of fun and whimsy to the tea-drinking experience.

The role of color in packaging design

Color is one of the most important yet subtle elements in packaging design. It can create an emotional connection with the consumer and communicate the product’s benefits without them even realizing it. For example, green is often used in packaging design for organic and natural products. Green is associated with health, nature, and sustainability.

Related: What consequence does color can have on your brand?

In contrast, red is often used in packaging design for food products. Red is associated with appetite and excitement. The color of a package can influence a consumer’s perception of the product. Yes, color psychology is real and is very effective when it comes to branding and standing out from the crowd.

According to a study by the Pantone Color Institute, 85% of consumers said color is the primary reason why they purchased a product. This indicates the importance of being intentional while choosing brand colors and packaging design elements.

Packaging design and sustainability

Sustainability is becoming increasingly recognized in packaging design. Consumers are becoming more environmentally conscious and are demanding eco-friendly packaging no matter the size of the product.

Sustainable packaging design not only helps the environment but also creates a positive brand image. For example, Amazon’s frustration-free packaging is a great example of innovative packaging design.

Amazon’s packaging is easy to open, eco-friendly, and reduces waste. This packaging design communicates Amazon’s commitment to customer experience. Innovative packaging design and ease of use can also be a great way to create buzz and generate social media attention

Parting thoughts

Packaging design plays a crucial role in shaping the perception of a brand. Effective packaging design can grab attention, communicate the product’s benefits, and create an emotional connection with the consumer. It can easily differentiate a brand from its competitors, increase sales, and create brand loyalty.

Effective packaging design can make a significant impact on a brand’s success and help position them as something different. It is an essential part of a start-up or even an established brand’s marketing strategy and should not be overlooked. It is an extension of a brand’s identity and values. Color, innovative design, and sustainability are all elements that can make a packaging design effective.

Brands should consider packaging design as an investment in their brand identity and reputation. By creating a unique, innovative, and sustainable packaging design, brands can create a strong emotional connection with their consumers and stand out from their competitors.