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Packaging Design
Branding
Brand Elements
Brand Personality
Brand Values
Packaging Design
Branding
Brand Elements
Brand Personality
Brand Values
ARTICLE #7
The art of packaging design: Making your product stand out
Packaging Design
Branding
Brand Elements
Brand Personality
Brand Values
Packaging Design
Branding
Brand Elements
Brand Personality
Brand Values
Written by:
5 min read
Updated on: March 28, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Packaging design can make or break a product before anyone even tests what's inside. It’s that quick spark of curiosity—a visual handshake for your brand. Done right, it shows customers they’re about to discover something worthwhile. If done poorly, it could send them sprinting to your competitor.
Sure, your packaging must protect whatever you’re selling. But if that’s the only thing on your mind, you’re missing out on a massive branding opportunity. Roughly 72% of buyers say packaging design sways their buying decisions, which shows how crucial it is to stand out. Hook potential customers with thoughtful design, and they’ll be far more likely to keep coming back for more.
Packaging design can make or break a product before anyone even tests what's inside. It’s that quick spark of curiosity—a visual handshake for your brand. Done right, it shows customers they’re about to discover something worthwhile. If done poorly, it could send them sprinting to your competitor.
Sure, your packaging must protect whatever you’re selling. But if that’s the only thing on your mind, you’re missing out on a massive branding opportunity. Roughly 72% of buyers say packaging design sways their buying decisions, which shows how crucial it is to stand out. Hook potential customers with thoughtful design, and they’ll be far more likely to keep coming back for more.
Understanding packaging design
Understanding packaging design
Packaging design isn’t just about slapping a logo on cardboard. Consider it like a friendly greeter who welcomes shoppers, shares key details, and leaves a lasting impression. Done right, retail packaging should hint at how to use the product, highlight what makes it special, and connect to your brand’s core values—all before anyone even opens the box.
A memorable package can improve recall, build goodwill, and reinforce your product’s unique qualities. If you cater to customer needs—like eco-friendly materials or frustration-free openings—you’re not just winning a sale; you’re earning brand loyalty.
Packaging design isn’t just about slapping a logo on cardboard. Consider it like a friendly greeter who welcomes shoppers, shares key details, and leaves a lasting impression. Done right, retail packaging should hint at how to use the product, highlight what makes it special, and connect to your brand’s core values—all before anyone even opens the box.
A memorable package can improve recall, build goodwill, and reinforce your product’s unique qualities. If you cater to customer needs—like eco-friendly materials or frustration-free openings—you’re not just winning a sale; you’re earning brand loyalty.
Elements of effective packaging design
Packaging design can do more than just hold your product—it’s your brand’s opening act, winking at customers before they even peek inside. When you pay attention to both style and function, you transform a simple box into a brand champion, amplifying your values, personality, and the promises you stand for. Below are a few essentials that can take your packaging from basic to brilliant.
Visual appeal
Colour, typography, and imagery are subtle storytellers that can quickly shape a buyer’s perception. One study notes that colour alone can increase brand recognition by up to 80%. That’s a sizeable edge if you’re competing in a crowded market. If your brand packaging looks sharp, you’ll grab attention from the start.
Keep your visuals in line with the brand identity. Use graphics that resonate with your target audience—sometimes that means bold shapes and colours, other times it’s minimal and refined. Clashing styles confuse people, so consistency remains key. You want flair, but not at the expense of clarity.
Functionality
Nothing sours excitement faster than a product trapped in bulletproof packaging. Aim for that sweet spot: enough protection for your product’s journey, but not so much that it feels like a wrestling match to open. Sturdy materials, tear strips, and resealable features are just a few ways to make consumers smile.
Brands also score bonus points by minding environmental concerns. If your packaging is recyclable or biodegradable, you’re showcasing more than a green label—you’re demonstrating genuine awareness. People notice these details, and many appreciate brands that act on sustainable promises.
Product branding
Packaging is like your brand’s loudspeaker—letting everyone know what you stand for, what you value, and where you shine as a brand. It’s your chance to show off your values, personality, and a spark of originality. When those elements shine through, customers form an emotional connection that can lead to lifelong loyalty.
Take a brand that’s serious about being eco-conscious. If the packaging is minimalistic, with recycled materials and a simple earthy tone, it reinforces that brand stance. This isn’t about fancy words; it’s about walking the talk so customers can see (and feel) authenticity.
Packaging design can do more than just hold your product—it’s your brand’s opening act, winking at customers before they even peek inside. When you pay attention to both style and function, you transform a simple box into a brand champion, amplifying your values, personality, and the promises you stand for. Below are a few essentials that can take your packaging from basic to brilliant.
Visual appeal
Colour, typography, and imagery are subtle storytellers that can quickly shape a buyer’s perception. One study notes that colour alone can increase brand recognition by up to 80%. That’s a sizeable edge if you’re competing in a crowded market. If your brand packaging looks sharp, you’ll grab attention from the start.
Keep your visuals in line with the brand identity. Use graphics that resonate with your target audience—sometimes that means bold shapes and colours, other times it’s minimal and refined. Clashing styles confuse people, so consistency remains key. You want flair, but not at the expense of clarity.
Functionality
Nothing sours excitement faster than a product trapped in bulletproof packaging. Aim for that sweet spot: enough protection for your product’s journey, but not so much that it feels like a wrestling match to open. Sturdy materials, tear strips, and resealable features are just a few ways to make consumers smile.
Brands also score bonus points by minding environmental concerns. If your packaging is recyclable or biodegradable, you’re showcasing more than a green label—you’re demonstrating genuine awareness. People notice these details, and many appreciate brands that act on sustainable promises.
Product branding
Packaging is like your brand’s loudspeaker—letting everyone know what you stand for, what you value, and where you shine as a brand. It’s your chance to show off your values, personality, and a spark of originality. When those elements shine through, customers form an emotional connection that can lead to lifelong loyalty.
Take a brand that’s serious about being eco-conscious. If the packaging is minimalistic, with recycled materials and a simple earthy tone, it reinforces that brand stance. This isn’t about fancy words; it’s about walking the talk so customers can see (and feel) authenticity.
Importance of retail packaging strategies
Crowded store aisles and jam-packed digital shelves require a fresh approach if you want to stand out. Thoughtful retail packaging gives your product a fighting chance in those first crucial seconds. Research shows that 60% of people have made repeat purchases because the packaging made a strong impression.
Social media amplifies that effect. Consider tech giant Apple—fans post entire “unboxing” videos, praising not just the product, but the sleek box it came in. This level of buzz transforms packaging from an afterthought into a strategic marketing element
Crowded store aisles and jam-packed digital shelves require a fresh approach if you want to stand out. Thoughtful retail packaging gives your product a fighting chance in those first crucial seconds. Research shows that 60% of people have made repeat purchases because the packaging made a strong impression.
Social media amplifies that effect. Consider tech giant Apple—fans post entire “unboxing” videos, praising not just the product, but the sleek box it came in. This level of buzz transforms packaging from an afterthought into a strategic marketing element
Sustainable packaging design
Shoppers are paying more attention to environmental issues, with 72% preferring sustainable options and 81% believing companies have a duty to help. This consumer trend means that if your packaging choices promote a greener outlook, you stand to gain trust and loyalty from this growing crowd.
Strategies to embrace sustainability
Little tweaks can go a long way. Using biodegradable or recyclable materials is a good start—Coca-Cola, for instance, uses bottles containing 50% recycled content to cut plastic waste. You could also reduce the size or weight of your packaging, lowering shipping emissions.
Another tactic is refillable containers. Beauty brand Lush invites customers to reuse the same packaging, cutting down on waste. It’s practical, it’s planet-friendly, and it boosts the sense that the brand and buyer share common values.
Shoppers are paying more attention to environmental issues, with 72% preferring sustainable options and 81% believing companies have a duty to help. This consumer trend means that if your packaging choices promote a greener outlook, you stand to gain trust and loyalty from this growing crowd.
Strategies to embrace sustainability
Little tweaks can go a long way. Using biodegradable or recyclable materials is a good start—Coca-Cola, for instance, uses bottles containing 50% recycled content to cut plastic waste. You could also reduce the size or weight of your packaging, lowering shipping emissions.
Another tactic is refillable containers. Beauty brand Lush invites customers to reuse the same packaging, cutting down on waste. It’s practical, it’s planet-friendly, and it boosts the sense that the brand and buyer share common values.
Using storytelling in your packaging
Design can act like a mini stage for your brand’s background, ideals, and vision. Well-chosen colours, eye-catching illustrations, or a snappy tagline can all weave together into a quick but potent narrative. The trick is to be genuine. If you claim you’re a champion of ethical sourcing, show it through relevant imagery or short lines describing your process.
That little dose of storytelling helps people feel personally invested. Instead of being “just another purchase,” your product becomes part of a bigger narrative they want to support.
Design can act like a mini stage for your brand’s background, ideals, and vision. Well-chosen colours, eye-catching illustrations, or a snappy tagline can all weave together into a quick but potent narrative. The trick is to be genuine. If you claim you’re a champion of ethical sourcing, show it through relevant imagery or short lines describing your process.
That little dose of storytelling helps people feel personally invested. Instead of being “just another purchase,” your product becomes part of a bigger narrative they want to support.
The impact of inventive packaging
Fresh ideas in packaging can spark genuine excitement, making your brand more memorable. Some companies have even transformed their packaging into reusable or interactive elements, stepping away from the standard cardboard box.
Puma’s eco-friendly shoebox, for instance, uses reprocessed materials and doubles as a display. It’s practical, it sends a clear eco-friendly message, and it engages customers in a simple yet compelling way. Creating these moments of delight can lead to free word-of-mouth promotion when customers share their experiences online.
Fresh ideas in packaging can spark genuine excitement, making your brand more memorable. Some companies have even transformed their packaging into reusable or interactive elements, stepping away from the standard cardboard box.
Puma’s eco-friendly shoebox, for instance, uses reprocessed materials and doubles as a display. It’s practical, it sends a clear eco-friendly message, and it engages customers in a simple yet compelling way. Creating these moments of delight can lead to free word-of-mouth promotion when customers share their experiences online.
Frequently Asked Questions
How to package a product?
Heavier items need tougher protection—double- or triple-layered cardboard is a common go-to. Lightweight products might only need a polyurethane bag. Either way, remember to cushion those edges so your item doesn’t bang around in transit. A well-fitted box strikes that balance between safety and convenience.
What is the difference between packaging and labelling?
Packaging is about guarding your product, preserving its quality, and easing transport. Labelling shares vital details like instructions, warnings, or ingredient lists. They work together to keep customers informed and give your product a professional edge.
What are the five steps of packaging design?
Sketch out the concept.
Brainstorm different design routes.
Finalise the look and materials.
Introduce the packaging to the market.
Scale up production.
Collect feedback and refine as needed. Staying flexible helps you adapt to real-world challenges or changing consumer tastes.
Final thoughts
Packaging design is more than a pretty façade. It’s a powerful stage where brand identity, product protection, and the customer experience all play together. Customers are more savvy than ever, scanning for signs of authenticity and ethical behaviour. Brands that embrace fresh ideas—like eco-friendly materials or interactive unboxing moments—tend to grab attention in a chaotic marketplace and stay on shoppers’ minds long after the purchase. When done right, that first impression quickly becomes a lasting memory, building loyalty and buzz around what you’re offering.
We’re in the business of blending creativity with real-world impact. From concept to execution, we’ll help you create packaging that sparks curiosity, prompts smiles, and delivers tangible results. Because sometimes, the right box is more than just a box—it’s an open invitation to connect with your brand’s deeper story.
Frequently Asked Questions
How to package a product?
Heavier items need tougher protection—double- or triple-layered cardboard is a common go-to. Lightweight products might only need a polyurethane bag. Either way, remember to cushion those edges so your item doesn’t bang around in transit. A well-fitted box strikes that balance between safety and convenience.
What is the difference between packaging and labelling?
Packaging is about guarding your product, preserving its quality, and easing transport. Labelling shares vital details like instructions, warnings, or ingredient lists. They work together to keep customers informed and give your product a professional edge.
What are the five steps of packaging design?
Sketch out the concept.
Brainstorm different design routes.
Finalise the look and materials.
Introduce the packaging to the market.
Scale up production.
Collect feedback and refine as needed. Staying flexible helps you adapt to real-world challenges or changing consumer tastes.
Final thoughts
Packaging design is more than a pretty façade. It’s a powerful stage where brand identity, product protection, and the customer experience all play together. Customers are more savvy than ever, scanning for signs of authenticity and ethical behaviour. Brands that embrace fresh ideas—like eco-friendly materials or interactive unboxing moments—tend to grab attention in a chaotic marketplace and stay on shoppers’ minds long after the purchase. When done right, that first impression quickly becomes a lasting memory, building loyalty and buzz around what you’re offering.
We’re in the business of blending creativity with real-world impact. From concept to execution, we’ll help you create packaging that sparks curiosity, prompts smiles, and delivers tangible results. Because sometimes, the right box is more than just a box—it’s an open invitation to connect with your brand’s deeper story.
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Work with us
Click to copy
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FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
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Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®