How Important is Packaging to Branding?

 

Branding for a company gains center stage for all its marketing activities. Gone are the days when the market presence of a company built up gradually through its products and services being used and experienced by the customers. With the rapid lifestyle of most products and ever changing technology, it is necessary to make the most impact today. There are different aspects of a product that need to be highlighted and associated with the brand. Packaging is a key feature among the different factors.

Design of packaging

When a product is being conceived by a company, the packaging of the same has a vital role to play. If it is a product that is perishable, it needs to be packaged in a way that it protects the contents from degrading. For that there are quality norms and scientific packaging methods to be adopted. These processes will dictate the basic packaging structure of the product. For labeling and identification purposes the letterpress printing in Auckland is used.

Need for product differentiation

With the close competition that exists in many sectors, a product usually has several competitors or similar products in the market. These need to be competing against in different ways. One way to do so is by choosing the design of the product or the labeling of the same. From branding to naming as well as the letterpress printing methods used, these will help determine how well a product can be differentiated from similar other products in the market.

Creating an impact

In many cases, the packaging is created in a way that it can make an impact in the market. An ordinary product that is packaged in a unique way will lead to impressions being formed in the minds of the customers. The brand attributes, colors and design effects are usually made innovative for the product packaging to create an impact and increase sales of the product off the shelves of different stores.

Association and memory factors

With several similar products that jostle for space in the minds of customers, the packaging of a product is vital to ensure that it can help make an association and create a lasting impression on the minds of customers. For that, the colors, designs and themes of the packaging are played with. For instance, a chocolate could be associated with the goodness of dark chocolate or it could be something fun for the kids. These associations are created with the use of the right colors, designs, patterns and effects. Most branding experts offered their advice to the clients at the time when the packaging is being designed as it plays a key role in imparting impressions about a brand and leading to a strong association in the minds of customers between a brand and a product.