What Does Packaging Say About Your Brand?

Customized packaging was first introduced in the 1890s by Nabisco when they put a boy in a raincoat on their package. Since then major changes in customized packaging have occurred. Some of the biggest changes are Coca-Cola introducing a contour bottle, Tide showcasing vibrant colors to draw consumer attention, Andy Warhol in 1962 creating fine art with Campbell’s different flavors thus blurring the line between art and marketing. The list could go on. One thing is for certain, customized packaging plays an enormous role in how consumers view your brand. The point of this blog is to outline just how effective the use of customized packages has on your company’s brand. 

The Effect Customized Branding Has on the Consumer

There are a number of different ways your company can customize your package. You can add your logo, company colors, utilize other packaging products outside of corrugated cardboard boxes, or even use customized stickers. There is no right way to go about it, in fact the more you can separate yourself from your competitors the better. One thing's for certain, if your company doesn’t have branded packaging, you are falling behind. How do we know this? The facts speak for themselves. 

On average, consumers formulate their opinion or first impression on a brand within the first seven seconds of seeing your product. According to an article by Ipsos, the design of a product’s packaging (72%) and the materials used to package a product (67%) are the two leading factors that influence consumers' decisions when selecting to buy a product. One of the best ways to draw consumer’s eyes is the use of sustainable packaging. Roughly two-thirds of Americans report that sustainable packaging plays a significant role in their decision. 

The Effect Customized Branding Has on Your Company 

According to INC. 95% of new products fail. This is due to the fact that most consumers do not have the time or energy to weigh out multiple options, so they choose which package is most appealing to them. Plenty of companies have seen the positive effect of good package branding. For example, MillerCoors saw a 5% increase in sales numbers after repurposing a retro can for their Miller Lite product. In fact, on average businesses see a 30% increase in consumers after they focus more on product packaging and branding. 

On the other hand, not providing customized packaging seems to have even more of an effect. Roughly six year ago, Australia put in place a plain packaging law for cigarettes. Companies like Marlboro are not allowed to use their logo and font type which is what people have become accustomed to over the years. This ultimately resulted in the biggest smoking decline Australia had seen in over 20 years. 

The key takeaway is simple, consumers view packaging equally as important as the brand itself. Packaging is essential to how consumers view a brand and if you are not utilizing this form of marketing in your company, your competitors are ahead of the game. At Packaging HERO we have a variety of different ways that your company can utilize customized packaging so you can meet current consumer expectations. Browse our website and see for yourself at https://www.packaginghero.com/custom-packaging-solutions .