Book a Call
Book a Call
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 spark interest before anyone tests what’s inside, making it a powerful tool for drawing attention in a crowded market. Done well, it’s a swift invitation that tells shoppers they’ve discovered something worthwhile. If it flops, potential buyers may dash off to find a competitor with a clearer visual message. It’s easy to focus on the basics like durability, accurate sizing, and protective layers but that’s only half the story. In reality, the box, wrapper, or pouch is also a marketing stage.
By incorporating colour, structure, and messaging that match your brand’s identity, you can convey personality and boost recall. Evidence suggests around 72% of buyers lean on packaging design to guide their choices, showing how a smart approach can sway their loyalty. When design speaks directly to customer priorities, there’s a better chance they’ll return for more. In short, packaging has real potential as a brand amplifier.
Packaging design can spark interest before anyone tests what’s inside, making it a powerful tool for drawing attention in a crowded market. Done well, it’s a swift invitation that tells shoppers they’ve discovered something worthwhile. If it flops, potential buyers may dash off to find a competitor with a clearer visual message. It’s easy to focus on the basics like durability, accurate sizing, and protective layers but that’s only half the story. In reality, the box, wrapper, or pouch is also a marketing stage.
By incorporating colour, structure, and messaging that match your brand’s identity, you can convey personality and boost recall. Evidence suggests around 72% of buyers lean on packaging design to guide their choices, showing how a smart approach can sway their loyalty. When design speaks directly to customer priorities, there’s a better chance they’ll return for more. In short, packaging has real potential as a brand amplifier.
Understanding packaging design
Understanding packaging design
Packaging goes beyond slapping a logo on a cardboard box. It’s the “welcome mat” for your product, offering essential details and setting expectations at a glance. When you combine thoughtful visuals with practical benefits, it can communicate function, spotlight unique attributes, and reinforce your brand’s style all in one neat bundle.
Strong packaging helps people remember your product and can boost goodwill if it addresses needs like frustration-free unboxing or eco-friendly materials. This combination of utility and flair isn’t only about securing a sale; it can also nurture brand loyalty. When packaging is treated as a strategic element rather than an afterthought, it builds a deeper connection that lasts long after the initial purchase.
Packaging goes beyond slapping a logo on a cardboard box. It’s the “welcome mat” for your product, offering essential details and setting expectations at a glance. When you combine thoughtful visuals with practical benefits, it can communicate function, spotlight unique attributes, and reinforce your brand’s style all in one neat bundle.
Strong packaging helps people remember your product and can boost goodwill if it addresses needs like frustration-free unboxing or eco-friendly materials. This combination of utility and flair isn’t only about securing a sale; it can also nurture brand loyalty. When packaging is treated as a strategic element rather than an afterthought, it builds a deeper connection that lasts long after the initial purchase.
Elements of effective packaging design
Creating standout packaging is about striking a balance between design that catches the eye and practicality that gets the job done. Sure, bold colours and clever fonts will draw people in, but they’ll also expect packaging that’s sturdy, easy to open, and kind to the planet. Nail that sweet spot, and you’ve turned an ordinary box into a brand ambassador. Little changes like refining text or choosing recycled paper can shift a buyer’s perception. It’s all about making sure your packaging isn’t just a pretty face; it needs to deliver on usability, too. After all, the goal is to present your product in a way that’s both engaging and functional, reflecting your brand values right from the first touch.
Visual appeal
Colours, fonts, and imagery speak louder than you might think, they set the tone for how buyers view your product. Research shows that selecting the right colour palette can boost brand recognition by up to 80%. The right shades can say more about your brand than you realise. It’s not just about looking good; it’s about communicating something deeper with every hue.Yet vivid tones or elaborate scripts aren’t enough if they clash with your overall style. A cohesive look builds familiarity and trust, ensuring packaging stands out on the shelf without leaving potential customers confused.
Functionality
Nothing irritates shoppers more than a product locked behind layers of unyielding plastic or saddled with non-recyclable clutter. A well-balanced design, from easy-tear strips to resealable pouches, shows that you genuinely care about your customers. Choosing sustainable materials like compostable packaging or biodegradable fillers not only does good for the planet but also sends a message that your brand takes responsibility seriously. When practicality meets eco-consciousness, you’re doing more than meeting expectations and is building trust.
Product branding
Packaging can function as a megaphone for your brand, broadcasting character and principles before anyone tries the product. If you stress sustainability, consider earthy colours and minimal waste to reinforce that commitment. Tech-focused businesses might choose sleek lines or polished surfaces to mirror modern innovation. Maintaining harmony between packaging details and a company’s mission fosters trust among consumers who value authenticity. Rather than burying them in hollow slogans, let tangible design elements reveal what sets your brand apart, forging deeper loyalty in the process.
Creating standout packaging is about striking a balance between design that catches the eye and practicality that gets the job done. Sure, bold colours and clever fonts will draw people in, but they’ll also expect packaging that’s sturdy, easy to open, and kind to the planet. Nail that sweet spot, and you’ve turned an ordinary box into a brand ambassador. Little changes like refining text or choosing recycled paper can shift a buyer’s perception. It’s all about making sure your packaging isn’t just a pretty face; it needs to deliver on usability, too. After all, the goal is to present your product in a way that’s both engaging and functional, reflecting your brand values right from the first touch.
Visual appeal
Colours, fonts, and imagery speak louder than you might think, they set the tone for how buyers view your product. Research shows that selecting the right colour palette can boost brand recognition by up to 80%. The right shades can say more about your brand than you realise. It’s not just about looking good; it’s about communicating something deeper with every hue.Yet vivid tones or elaborate scripts aren’t enough if they clash with your overall style. A cohesive look builds familiarity and trust, ensuring packaging stands out on the shelf without leaving potential customers confused.
Functionality
Nothing irritates shoppers more than a product locked behind layers of unyielding plastic or saddled with non-recyclable clutter. A well-balanced design, from easy-tear strips to resealable pouches, shows that you genuinely care about your customers. Choosing sustainable materials like compostable packaging or biodegradable fillers not only does good for the planet but also sends a message that your brand takes responsibility seriously. When practicality meets eco-consciousness, you’re doing more than meeting expectations and is building trust.
Product branding
Packaging can function as a megaphone for your brand, broadcasting character and principles before anyone tries the product. If you stress sustainability, consider earthy colours and minimal waste to reinforce that commitment. Tech-focused businesses might choose sleek lines or polished surfaces to mirror modern innovation. Maintaining harmony between packaging details and a company’s mission fosters trust among consumers who value authenticity. Rather than burying them in hollow slogans, let tangible design elements reveal what sets your brand apart, forging deeper loyalty in the process.
Importance of retail packaging strategies
Crowded store shelves and jam-packed online listings make it crucial to stand apart in the early moments when buyers scan their options. Well-executed retail packaging can tilt the odds in your favour by generating positive first impressions. Studies suggest that 60% of consumers have made repeat purchases because the look and feel of a product’s packaging left a strong imprint. The excitement doesn’t end at the shelf: unboxing experiences frequently get shared on social media, turning your packaging into a subtle form of advertising.
Apple’s iconic white boxes, for example, have fans posting entire “unboxing” videos is a proof that the container itself can be as buzzworthy as what’s inside. In today’s hyper-competitive setting, strategic packaging choices might be the difference between winning a loyal fan and losing out.
Crowded store shelves and jam-packed online listings make it crucial to stand apart in the early moments when buyers scan their options. Well-executed retail packaging can tilt the odds in your favour by generating positive first impressions. Studies suggest that 60% of consumers have made repeat purchases because the look and feel of a product’s packaging left a strong imprint. The excitement doesn’t end at the shelf: unboxing experiences frequently get shared on social media, turning your packaging into a subtle form of advertising.
Apple’s iconic white boxes, for example, have fans posting entire “unboxing” videos is a proof that the container itself can be as buzzworthy as what’s inside. In today’s hyper-competitive setting, strategic packaging choices might be the difference between winning a loyal fan and losing out.
Sustainable packaging design
Today’s consumers are increasingly drawn to brands that move beyond empty slogans and actually reduce waste, lower carbon footprints, or encourage recycling. This shift has turned greener packaging strategies into a real competitive advantage. Biodegradable materials, smaller box sizes, and refillable containers appeal to people who value eco-minded solutions. Major names such as Coca-Cola have proved their genuine intent by adopting recycled elements in their packaging, moving beyond empty PR statements. In a crowded market, authentic environmental practices can provide long-term benefits, setting your business apart in a meaningful and lasting way.
Strategies to embrace sustainability
Going green with your packaging doesn’t have to be hard. Consider biodegradable or recyclable options, cut down on excess packaging to lower shipping emissions, and explore refill or reuse programmes. It’s an easy way to show customers you care about more than just the product inside. Major players like Lush encourage customers to return empty containers for refills, creating a loop of responsibility between brand and buyer. Actions like these can build deeper trust, showing that promises of environmental care aren’t just words.
Today’s consumers are increasingly drawn to brands that move beyond empty slogans and actually reduce waste, lower carbon footprints, or encourage recycling. This shift has turned greener packaging strategies into a real competitive advantage. Biodegradable materials, smaller box sizes, and refillable containers appeal to people who value eco-minded solutions. Major names such as Coca-Cola have proved their genuine intent by adopting recycled elements in their packaging, moving beyond empty PR statements. In a crowded market, authentic environmental practices can provide long-term benefits, setting your business apart in a meaningful and lasting way.
Strategies to embrace sustainability
Going green with your packaging doesn’t have to be hard. Consider biodegradable or recyclable options, cut down on excess packaging to lower shipping emissions, and explore refill or reuse programmes. It’s an easy way to show customers you care about more than just the product inside. Major players like Lush encourage customers to return empty containers for refills, creating a loop of responsibility between brand and buyer. Actions like these can build deeper trust, showing that promises of environmental care aren’t just words.
Using storytelling in your packaging
Packaging can serve as a mini stage to convey your brand’s heritage, style, and future aspirations. Through colours, images, and taglines, you can broadcast what you stand for without lengthy paragraphs. The key is to remain genuine: if you claim to prioritise fair sourcing, incorporate elements that reinforce it. Maybe that means highlighting the farmers behind your coffee beans or sharing the region where your raw materials come from. When people recognise that these details aren’t random decoration but part of a broader mission, they’re more inclined to support your product. By weaving storytelling into the design, you transform a routine purchase into a meaningful choice that shoppers can feel good about, building a sense of ownership and connection.
Packaging can serve as a mini stage to convey your brand’s heritage, style, and future aspirations. Through colours, images, and taglines, you can broadcast what you stand for without lengthy paragraphs. The key is to remain genuine: if you claim to prioritise fair sourcing, incorporate elements that reinforce it. Maybe that means highlighting the farmers behind your coffee beans or sharing the region where your raw materials come from. When people recognise that these details aren’t random decoration but part of a broader mission, they’re more inclined to support your product. By weaving storytelling into the design, you transform a routine purchase into a meaningful choice that shoppers can feel good about, building a sense of ownership and connection.
The impact of inventive packaging
When brands experiment with packaging, they can spark a sense of excitement that resonates far beyond store shelves. Some businesses have explored reusable containers, turning a mundane box into a collector’s item that doubles as décor or storage. Others have built social media buzz with creative features like uncommon materials, hidden messages, or folding designs that surprise customers upon opening.
Puma’s approach
Puma, switched to simpler shoeboxes made of reprocessed material, cutting costs and sending a planet-friendly message. These small but meaningful shifts often generate chatter online as customers share unboxing moments with their networks. In an era where every brand is vying for attention, inventive approaches can help a product linger in people’s minds and boost long-term loyalty.
When brands experiment with packaging, they can spark a sense of excitement that resonates far beyond store shelves. Some businesses have explored reusable containers, turning a mundane box into a collector’s item that doubles as décor or storage. Others have built social media buzz with creative features like uncommon materials, hidden messages, or folding designs that surprise customers upon opening.
Puma’s approach
Puma, switched to simpler shoeboxes made of reprocessed material, cutting costs and sending a planet-friendly message. These small but meaningful shifts often generate chatter online as customers share unboxing moments with their networks. In an era where every brand is vying for attention, inventive approaches can help a product linger in people’s minds and boost long-term loyalty.
Frequently Asked Questions
How to package a product?
Heavier goods typically need stronger layers, double- or triple-walled cardboard, for instance. Lighter items might get by with padded mailers. The key is balancing safeguarding with ease of use. Enough cushioning to protect corners, but not so much that it feels wasteful.
What is the difference between packaging and labelling?
Packaging protects and showcases a product, while labelling provides key details like usage, contents, or safety warnings. They work together to shape a buyer’s perception of your brand’s reliability. Packaging might grab attention first, but labelling helps build confidence by offering accurate, transparent info. In combination, they guide customers and ensure a smooth, user-friendly experience.
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 goes beyond looking good; it's where your brand's story meets how people experience your product. These days, customers are pretty sharp. They're looking for signs you're genuine and that you care about things. Brands that try out new ideas, like using sustainable materials or making unboxing a fun moment, tend to get noticed and stick in people's minds. When done right that first impression turns into a real memory, something that builds loyalty and gets people talking.
We're all about blending creativity with real-world results. We help you create packaging that gets people interested, makes them feel good, and actually does something. Because, sometimes, the box becomes the way people connect with what your brand is really about.
Frequently Asked Questions
How to package a product?
Heavier goods typically need stronger layers, double- or triple-walled cardboard, for instance. Lighter items might get by with padded mailers. The key is balancing safeguarding with ease of use. Enough cushioning to protect corners, but not so much that it feels wasteful.
What is the difference between packaging and labelling?
Packaging protects and showcases a product, while labelling provides key details like usage, contents, or safety warnings. They work together to shape a buyer’s perception of your brand’s reliability. Packaging might grab attention first, but labelling helps build confidence by offering accurate, transparent info. In combination, they guide customers and ensure a smooth, user-friendly experience.
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 goes beyond looking good; it's where your brand's story meets how people experience your product. These days, customers are pretty sharp. They're looking for signs you're genuine and that you care about things. Brands that try out new ideas, like using sustainable materials or making unboxing a fun moment, tend to get noticed and stick in people's minds. When done right that first impression turns into a real memory, something that builds loyalty and gets people talking.
We're all about blending creativity with real-world results. We help you create packaging that gets people interested, makes them feel good, and actually does something. Because, sometimes, the box becomes the way people connect with what your brand is really about.
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
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®
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
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®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
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®