What makes strong brand packaging?
Before you put any thought into the design for your packaging, it helps to think of a brand that sticks in your mind. What are the qualities that you associate with that specific brand and how do they package their products?
Once you’ve thought of a few examples, you’ll come to realise that a lot of the larger, more successful brands use similar design techniques to create bold and recognisable packaging.
Here are five features that we recommend to focus on when you’re considering the design of your packaging.
1. Bold Colours
Choice of colour is arguably the most important aspect of your packaging.
It is the first thing a potential customer sees and having a distinct colour palette will help to make your brand instantly recognisable.
Initially, choosing the colours for your brand may seem an easy decision. You might even be tempted to opt for colours that you find personally appealing.
However, it will benefit your profits more if you consider the psychology of colour choices and how they may impact your customer’s perspective of your brand.
Some colours are associated with certain feelings and ideas. For example, red is often linked to love and passion and yellow to optimism and excitement. These common associations may lead you to make deliberate choices for your colour scheme.
Another effective design option is to use a collection of colours that are opposite each other on the colour wheel. These include:
- Orange and blue
- Purple and yellow
- Red and green.
The reason why this works so well for packaging is that the strong contrast of these colours naturally catches your eye and draws your attention away from other products on the shelf. It may seem like a simple method, but it has worked very well for established brands, such as Cadbury’s and McDonald’s.
You might also want to consider colours that reflect the nature of your product. If your branding centres around eco-friendly manufacturing, you might want to consider colours that link to the theme of nature, for example, greens and blues.
2. Effective labelling
Another aspect of packaging that will help you to stand out from the crowd is custom labelling. This is the part where you can get creative!
Labels don’t have to be rectangular!
With the right creative team, you could package your product using a custom die-cut label that reflects the unique story and theme of your brand.
Take a look at The Cornish Spirits’ Land of Saints gin label, which proudly reflects their home county with an unusually shaped label. It’s a striking design that breaks the silhouette on the shelves and helps this gin bottle stand out.
Embossed printing is where die casts are used to apply pressure to the paper to create raised parts of the label. This technique is often used on lettering, such as your brand name, and imagery like your logo to add depth to your designs.
It’s a fantastic way to give a tactile feel and premium look to your product labels.
Check out Kromanti Rum, who use embossing on their fine rum in order to hammer home that their product is premium.
Foiling is excellent when paired with embossing, or when used on its own. It adds a sparkle and shine to your packaging, and with a wide range of coloured foil to choose from, numerous aesthetics can be achieved.
It’s a perfect way to achieve a sheen and catch the light, once again bolstering your product’s premium nature.
Remember: your label is one of the first things a potential customer will see, it’s essential to nail it, no matter what your product is!
3. Custom Foiling
Bespoke packaging doesn’t end at custom design labels. Here are two more eye-catching features that will contribute to your brand’s image and ensure that your competitor’s product gets left on the shelf.
Swing gift Tags
A swing tag is attached to the exterior of your packaging. It breaks the silhouette of the product and adds a point of interest that will have customers picking up your packaging to find out more.
They can also be used an opportunity to share a little more information on your brand or product that you can’t print on your main label, such as the history of your business, or the luxurious ingredients you use in your recipe.
NFC smart tags are a perfect option for any business that wants to connect their brand to their social media, website or app.
Smart labels contain a small chip, that can be scanned by any smart phone. This takes customers straight to your landing page, providing a unique opportunity for you to build brand awareness.
Customers will appreciate the convenience of having your product information at their fingertips and interactions like this will definitely stick in their minds!
4. High quality materials
High quality materials are essential in your brand packaging. You could manufacture the best product in the business, but if it’s hidden inside poor-quality packaging, no one will be tempted to buy it.
Try to avoid using cheap and flimsy materials. If the customer feels like you haven’t invested in your packaging, they’ll also have doubts about the quality of your products.
From plastic, to thick card and even ribbon, your packaging is an opportunity to add that extra flourish that will secure your business yet another sale.
5. Attractive imagery
When designing your packaging you need to make sure that you use attractive imagery.
Not only does this give the consumer an idea of what the product looks like without having to open it, but it’s an opportunity to demonstrate your brand personality.
Whether you manufacture anything from beverages to beauty supplies, try displaying your product imagery in a creative way that will appeal to your target audience. You never know whether that extra pinch of personality will earn your product a spot in a shopping basket.
Bespoke packaging from Premier Labels
Looking to customise your brand packaging, but aren’t sure where to start?
At Premier Labels, we work with businesses of all shapes and sizes, helping to redesign, print and produce labels that will bolster your product’s success on the shelves. Using our over 30 years of experience, we’re perfectly positioned to help your business to create your dream labels.
If you have any further questions about the services we provide, or need advice from one of our labelling specialists, get in touch with one of our friendly team of experts.