What if your packaging was the only marketing tool your brand had? For many startups and small companies unable to afford advertising, this is exactly the case. And do you know what? That’s a good thing. Larger brands too often become preoccupied with advertising—online and in traditional media—with promotions, social media sites and distribution into more channels. As a result, package design becomes an afterthought—to the detriment of the brand.
Packaging delivers brands into consumers’ hands like nothing else can. It’s real. It’s tangible. It can be held, examined and placed into shopping carts. Consumer interaction with packaging usually clinches a purchase decision. Package design, done well, reinforces brand value in consumers’ minds. It makes the brand more desirable than all other competitors; a critical factor when there aren’t many perceived differences among products. Thus, it elevates the value of the product. But in order for that to happen, packaging has to be compelling—otherwise it goes unseen.