Best practices of packaging through branding

Best Practices of
Packaging Through
Branding
Made By – Anjali Mehta
Marketing Executive
(PGDM Marketing & B. Tech Food Tech)

Agenda
Introduction
Packaging:
Queen Of
Truth
Guide to
Good
Packaging
Best
Branding
Practices
Cost
Effective
Packaging

Who will speak to Consumers
on Your Behalf?????
O Depending on store size, the average
shopper is exposed to between 30,000
and 100,000 distinct items in a shopping
trip.
O The average purchase may be something
like 40 – 60 items,
O Which means shoppers have to distill the
available items down by a factor of 99.9%
to make their product selections.

First Moment Of Truth
O The moment when a customer/user
interacts with a brand physically for the
first time, product or service to form or
change an impression about that
particular brand, product or service.

Packaging : Queen Of the
Truth
O During FMOT a brand packaging plays a
decisive role in building a impression in
consumer’s mind.
O You form a personal relationship with and
an attachment to the brand through the
packaging.
O Packaging is the one medium that really
can result in a physical relationship with
the consumer.

Keep it CLEAR
O Clarity
O Line
O Extensibility
O Authenticity
O Resonance

Clarity
O Products that look great on the outside yet
fail to explain what’s in the box
O Be clear about the product, be clear about
the brand
This pic is of a toilet
cleaner & not juice

Line
O Keep the pack design in line with the
product
O Depicting a product ten times better than it
actually is, you’re misleading and
ultimately disappointing the consumer
O Which only leads to poor sales
performance and very bad brand image

Extensibility
O A product packaging design concept
should allow for an easy introduction of a
new line extension (product variation) or a
sub-brand
O Always design product packaging with the
future in mind

Authenticity
O Originality, character and memorability are
at the heart of great packaging designs
O Attracts consumers attention
O Be bold, be different and look into other
product categories for unexpected
sources of inspiration

Resonance
O A product is never seen alone because of
the viewing distance from shelves
O Thus, the packaging distinctiveness and
appeal of the product when placed on an
actual shelf is something retailers call
“shelf impact,” and it makes a huge
difference in product sales.

Best Branding Practices
To Increase Brand Marketability

Minimalism Packaging
Experiential
Packaging
O Art of speaking
more in less
O Providing an
experience beyond its
utilitarian function

Minimalism For Millennial
O For millennial consumers, the minimalist
aesthetic may represent a brief moment of
respite from a world of choice.
O For shoppers who have grown
accustomed to excessive choices in a
retail environment, minimal packaging
design can offer a visual relief from busy
packaging.

Do Not State The Obvious
O Humans have an innate love of “filling in
the blanks,” and finding patterns.
O It’s known as the Gestalt Principle, and it’s
a guiding concept behind much of modern
design theory.

Break Rules
O Minimalism is edgy. It isn’t likely to be the
loudest packaging in a grocery store,
which is precisely why it stands out

Use White Space
O Whitespace, also known as “blank” or
“negative” space, is the act of creating
space around primary packaging
elements to draw the viewer’s eye
towards the most important pieces
O By using a busy, heavily visual element,
you will eliminate the concept of white
space.

Use Restraint
O Keeping text short
O Restraining color choices to four at most
O Using three or fewer typefaces

Select One Standout Element
O Combining multiple bold elements in a
single package will only confuse and
distract consumers who are observing
your product for the first time
O Balancing your product’s image and logo
O Be Direct

Experiential Packaging
It’s a different way to look at packaging – a
way to create value above and beyond the
product itself. It revolves around:
O Sitting Pretty
O Ultimate Convenience
O Secondary Use Packaging

Sitting Pretty
O Products able to ‘sit pretty’ encourage
purchase by considering the role the
package plays throughout the life of the
product
O Package lasts far longer than a brief
‘unboxing’ experience before being
discarded

Ultimate Experience
O Another way packaging can create value
is by serving more than a functional
purpose
O Eliminating the need to purchase or carry
additional items often required to
consume the product

Secondary Use Packaging
O Secondary-use packaging gives life to
product packaging long after the product
itself is gone
O This can reinforce a company’s
sustainability efforts, a specific attribute of
the product, or simply create a novelty item

Cost effective Packaging
Easier on Pocket

Identify Necessary vs.
Unnecessary Costs
O Itemize costs to determine if the
packaging you are using is the best
solution for your product.
O Are some design features actually more
costly than their true added value?
O Consider all factors and rank each by cost
and value added.

Think Big / Pack Small
O Less packaging = lower material costs!
O Be cautious without being excessive
O Primary focus should be to protect the
product inside
O Pack should be convenient to carry &
keep

Always Be Testing
O Think about how your product will be
shipped and handled
O Properly testing and making continuous
improvements to enhance performance
will save you money in the long run

Rethink the Way You Buy
O Order packaging in smaller batches if you
are trying to keep inventory lean.
O This will reduce excess or obsolete
inventory, especially if your company
plans to rebrand or change artwork
designs in the near future.

Thank You !!!!
PACKAGING
is the silent
AMBASSADOR
of your Brand

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