Here at United Label, we take a holistic approach to packaging, because we know that more goes into the final product than just printing. Your brand identity is how you want to present your product to the world. It should be an extension of who you are and what you value and contains all of the visual elements of a product.
If your product transforms from a modest roll-out to household name, your brand’s identity can transform into a singular, iconic image. For instance, McDonald’s has the letter M, and Steve Jobs has ensured we’ll never look at apples the same way again. But you have a long way to go to achieve this status, so let’s start with the basics.
When building your brand identity, you must be careful about selecting the right package design. Think of the package as a canvas; it must have the right colors, showcase your logo, explain the product and preserve the contents. Since brand identity is about visibility, the package is 100% the foundation of this marketing concept.
The Link Between Between Brand Identity and Product Packaging
Package design and brand identity are forever intertwined. After all, no one will learn about your brand identity in the first place without first noticing the package. It doesn’t matter if it’s a toothbrush, air purifier, or a scented lotion; the packaging is the first step towards convincing the consumer that your brand will positively impact their lives.
We know what you’re thinking; everyone shops online these days and fewer people are browsing the aisles. While no one can argue with that, the package still matters! It’s not like you will ship products to customers in a nondescript, mysterious box.
Moreover, the packaging serves additional purposes that contribute to brand identity. Grabbing your attention is one thing, but a good package has to achieve much more.
Brand Identity: The Role of the Product Package
Product Labels and Communication
The label is the first thing a customer or client sees and will contain your brand’s logo as well as other printed details. Its purpose is to draw the customer in, starting with brand visibility. Consumers then move towards the brand loyalty phase as they turn to your product for their everyday needs. Eventually, they grow to love the brand and avoid your competitors at all costs.
But how does a label achieve this?
It’s a major component of connecting your brand to the consumer because it’s what speaks to them. It needs to be the communicative factor of the package. The labeling is how you present critical information about how a product works, what it contains, and what it does.
This labeling needs to be concise and to the point so the consumer doesn’t get tired of hunting for the info they need, eventually moving on to your competitors.
For building the perfect label that incorporates your logo and other key details, modern digital label printing is the way to go.
Aesthetics and Identity Expression
Your product packaging has to stop someone in their tracks. But it must stop the consumer for the right reasons. Imagine the horror if you discover that people are noticing your packaging because it’s too cluttered, too “loud,” too difficult to understand, too dull, or any other negative reason.
The trick is to showcase your identity, personality, and expression in a neat little package. Whether you’re going for a sleek, bold, minimalist, or feminine look, the aesthetics must be there. Think of high-quality digital printing, unique designs and images that showcase artistic talent, and distinctive materials your competitors haven’t thought of.
Product Protection
Your customers have to see right off the bat how the package preserves the product. This is a significant factor in brand identity because if a customer thinks the package could potentially fail to secure the product in the future, they won’t come back for more.
The appearance of your product when the customer takes it out of its packaging will also factor into product perception. If the product is defective in any way or in rough shape due to the packaging, there will be no incentive to establish brand loyalty. This also goes for the label!
Key Takeaway
There will always be a link between brand identity and package design. A major factor in how you build your identity will be the packaging components you decide to proceed with.
Package design is your opportunity to make a first impression on the consumer. When implemented successfully, you’re almost guaranteed to stand out from the competition and establish brand loyalty with as many people as possible.
And when you’re ready to get going with digital printing, call United Label or reach out to us with the contact form to the right!