How Does Your Product Packaging Tell Your Brand Story

Why did you start your business? We're pretty sure it wasn't because you wanted to sell one product every blue moon, or because you don't care about the services you provide. Let's be honest: We all want to make a difference, and we want to be recognized for delivering exceptional experiences. Without a positive reputation built on genuine feedback from satisfied customers, you can wave goodbye to local or worldwide recognition. Related: 5 tips for building your brand with product & packaging design You've probably noticed that bigger brands tend to have this nailed down. You see that red-and-white logo and instantly recognize Coca-Cola, or that blue background and yellow text belonging to IKEA. Even those multi-million-dollar brands had to start from somewhere. How on earth do you create something memorable—something that a customer will recognize and trust right away? One answer is product packaging. Packaging is the first thing someone will notice on a shelf or when they receive a delivery to their home. The more they relate to it, the more likely it is that they'll purchase or recommend it to others. However, before you reach stardom, there are several ways to increase the chance of getting noticed. From the way you speak about your brand to how you package your products, here's how to tell a memorable brand story. Colors draw in the customer Without color, the canvas is blank. A customer won't look twice at your product if it doesn't stand out to them in the first place. Think about what feelings you want someone to get from your product. Should it make them feel like having fun, like a quirky craft beer? Should it make them feel cared for, like a health-related product? Make a list of how you want your product to make customers feel, and find ways to translate that to your packaging. It can be easy to match colors with feelings: calming blues, bright yellows, passionate reds. A customer could be drawn to a certain color, depending on what they're looking for. Colors can help you convey your brand identity, as well. Who is your audience? As with any form of marketing, keeping your audience in mind throughout the process is a must. Who will buy your product, and what product packaging will appeal most to that particular audience? Think about colors, shapes, sizes—even the wording on each individual product's package. Customers often read the text on a product to reinforce their purchasing decisions in their minds. [Click to tweet ] For example, younger audiences prefer brighter, eye-catching colors with quirky shapes and blocky fonts. Older audiences who purchase luxury products prefer colors like black and gold, combined with elegant fonts and sophisticated language. It's all about knowing who you're selling to. Once you do, the rest will come far more easily. Delivery boxes No matter the size of your business, it's not only important to have great product packaging on the shelves. When a customer makes a purchase online, they should feel the same excitement for their delivery as they do for the product in the box. Depending on the size of your business, you might need to batch-order boxes for delivering your products. Businesses often need extra help to meet customer demand. BCS box-making machinery can help to create quality, durable boxing that makes an impact. Consider sprucing up your boxes with custom-branded stamps, tape and delivery labels—as well as adding extra protection for your product inside each box. Think about padding, branded freebies, and money-off coupons as ways to encourage repeat purchases from your customers. Logos & graphics If you're not including your logo and other branded imagery on your products, how do you expect a customer to know it's you? When people see a familiar logo, they know almost instantly whether they trust that business enough to buy the product. Graphics, although not always brand-specific, can often make or break your product packaging. If you're selling healthy products, you're more likely to succeed with a green, leafy design. Think about what works, and use a bit of common sense to gauge how you want the product to come across. Product blurbs Your brand story is important. So important, in fact, that many businesses make space on their product packaging to write a little about how their business started. Other companies write about their values, such as Lush and their natural, eco-friendly approach. You can probably think of a few other examples of brands who do this well—which means they're doing things the right way. The care and effort you take here will pay off when customers remember your story and take it to heart. Shoppers will appreciate an attractive design with an inspiring blurb more than one with a cut-and-dry description. Don't forget that it's often the packaging of a product that sells it, not just what's inside. Key takeaway Customers need to recognize your products before building trust and loyalty in your brand. Find your brand's voice and tell its story—your product packaging depends on it. Want more branding & design tips? Subscribe to the Lucidpress blog to get our best delivered to your inbox twice a month.