What Does Your Packaging Say About Your Business

by Brittany Harris on February 8, 2023
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First impressions matter. Even before opening a package, a customer will start drawing conclusions about the product inside (and your business).  

Since product packaging is the first thing customers see when they receive your product, one of the worse things a company could do would be to create an amazing product but fail to recognize the importance of brand packaging. 


What is Brand Packaging?  

Brand packaging is any type of container, material or protective packaging that comes with a purchase. Brand packaging comes in a variety of materials such as plastic, paper, paperboard, cardboard, aluminum, and glass.  

It is important to note that not all brand packaging is created equal. Bad packaging is wasteful, has a poor design, and has little to no branding, or doesn’t reflect and support the product inside.  

But what is good brand packaging? In this article we’re going to discuss what good brand packaging says about your business and why a proper packaging strategy is so important. 


Good Packaging is Good Brand Strategy 

Whether your business is focused on food, beauty or technology, your packaging should clearly explain who you are and what you do. One of the simplest ways to do this is by displaying a logo or company tagline across all packaging.  

Amazon’s packaging is arguably the most recognizable packaging in America. Its arrow/smile logo is easily identifiable, and customers know right away where the package is from and what they ordered. The consistent packaging evokes both trust and excitement. 


Packaging that Supports Your Business Mission 

Is your company involved in any charities or causes such as recycling, breast cancer awareness, toys for tots or others? Brainstorm some ways your packaging can support your cause.  

Some companies that support sustainability incorporate their mission in the packaging. For example, using packaging material is environmentally friendly and reflects the company's views on recycling. Promote upcycling of your packaging or offer instructions and reminders for recycling.  


Packaging that Highlights the Product  

One way to promote trust and provide full transparency of the product is by choosing clear packaging or adding a window on the packaging that showcases the product. This type of packaging promotes product visualization and lets customers clearly see the size, color, quality and details of the product.   

Moreover, clear plastic packaging is extremely durable and offers a high level of protection. It can even be enhanced with additional tamper-proof or tamper-evident closures.   


Packaging that’s a Commitment to Customer Service  

Your packaging says a lot about how much you care about your customers. A neat, attractive, and well-insulated package is more likely to please your customers than an unattractive, half-torn box with no protective packaging materials inside.  

When customers see how much care and attention to detail was put in the packaging, not only are they more likely to save the packaging, but they are also more likely to reach out to customer service when they have questions or concerns and purchase from you again in the future. Additionally, they are more likely to share the product on social media for additional brand awareness.  


Trendy Packaging that Sells 

Packaging colors and design play a big part in how consumers view your product and company. Think about your packaging. Is it keeping up with the trends? Do the brand colors and design grab attention and convince others to purchase your product?  

Packaging that is drab or looks dated won’t attract new customers and may cause consumers to doubt whether your product is any good. Make sure your packaging is as trendy and exciting as possible. 


Packaging that Enhances the Shopper's Experience  

Adding a personalized touch to a product or service can enhance the shopping experience and encourage sales. Take for example Frito-Lay Snackable. They created an ongoing campaign where parents write a personalized message of love and encouragement directly on a talk bubble printed on their kids’ favorite Frito-Lay Variety pack. 

Little opportunities for personalization add to the customer experience. Creating opportunities for sweet, memorable moments can lead to customers coming back for more. 


Packaging as a Source of Information 

If you are a restaurant business that offers takeout, then is your packaging helpful to the customer? Does it eliminate the reheating or food information guesswork?  

Packaging that includes a label of the food and or beverage inside or reheating instructions is a great source of information and makes your company look like a business that prides itself on being helpful to its customers. It can also eliminate customer annoyance when they ruin food because they prepared it incorrectly or took the wrong package from the fridge. 


Protective Brand Packaging that Boosts your Business 

In closing, the importance of quality brand packaging cannot be stressed enough. It speaks for your brand, protects the product, draws customers and enhances the shopping experience.  

A poor packaging strategy can have dire business effects. Don’t neglect packaging when investing in a product. GO2 partners are packaging professionals that offer durable, long-lasting brand packaging. We can help you with all your brand packaging needs. Contact us to learn more.  

Topics: Operations, brand promotion, protective packaging, Packaging