How to Properly Brand Your Retail Packaging

Successfully marketing retail products involves building a strong brand, one that consumers recognize and identify with. Packaging is one component of creating a trusted brand – so it’s time to ask, are your products diving off the shelves and into consumers’ baskets? If not, you may need a little guidance to help ensure your packaging is doing its job which is not only to protect the goods inside, but attract the eyes and interest of potential customers.

We’ve included a few tips that will help your retail products stand apart from the rest:

  • Logos. Logos evoke emotions in consumers, and their composition can take brand recognition even further. Consider color, shape, design, and typeface when evaluating your logo, and remember that placing your logo near the top of the package often reflects brand superiority in the minds of consumers.
  • Copy. How much text do you need on your packaging, really? Consumers don’t spend hours comparing brands, but they do want to know about value, ingredient source, and whatever makes your product different from the rest. Try to keep the most important information on the front, as most consumers don’t turn over a package. Ultimately, the copy on your packaging should smack consumers across the face as to why your product’s superior to the rest.
  • Imagery. Consumers respond to imagery. Think of the Pillsbury doughboy, the apple on Apple iPhones, watches, and computers, or the Nike “swoosh.” As you can see from these well-known and popular brands, keeping it simple works – it makes your brand memorable.
  • Colors. Color is persuasive, and one of the most important elements of branding your packaging. In fact, depending on the product, as much as 90% of snap judgments about products are made based solely on color according to some studies. Consumers perceive whether the colors used on packaging are appropriate for the product being sold. Colors influence positive (or negative) feelings about retail products.
  • Textures. Texture involves touch, which in turn can result in interaction with a package. Textures used in retail packaging are essential; think of e-readers such as the Kindle, a highly popular product today. Still, there are many passionate readers who prefer books because of the feel and touch factor. When it comes to associating with your brand, textures and physical elements are critical because they engage consumers and evoke emotions through touch, making for a memorable experience.

While effective retail branding consists of many things, packaging is one of the most critical. Whether yours is a small to medium size business or a large corporation, you need to make sure your packaging is working hard to create brand awareness, trust, and a memorable experience.