Design Packaging

How to Design Packaging That Reflects Your Brand Values

So originally, packaging was all about offering a shield to the products, but in the contemporary world, it is much more than that – it is the way through which you convey your values. In B2B establishments and particularly where your business is into food services, sale of foods, snacks and the lots, your packaging will go a long way in defining how your brand is judged by partners, distributors and finally the end users. To pave a way for the packaging that represents brand values in this article, its importance will be discussed in detail to enable clients make a right choice out of the competition.

 Know Your Brand Values

It is important first to determine what your values are before you start enclosing your products in packaging that ‘says’ so. Brand values are the guiding principles that define the action of a company and the personality of a brand on the market. Some examples may be structure, culture, procedure, methodology, formation, or orientation towards sustainability, innovation, quality, and the customer or community.

For instance, if a value – sustainability is one of them, then the conveying material should be environmentally friendly and the message of environmental friendliness should be on the conveyance. If you are emphasizing on innovation, then your packaging may contain designs that are special and advanced when compared to the other products.

Knowledge of your brand values will then help to inform your choice of packaging design decisions, so as to fully represent your company at the end of it.

Align Packaging with Brand Identity

Your branding image, the appearance or form which people get to associate with your brand is the reflection of your brand values put in the artistic formats, the language they see, hear and feel about your brand. It refers to the style and corporate identity – the combination of your logo, choice of colors, type of fonts and general visual concept. Brand values are the next thing that has to be considered to come up with packaging that reproduces the brand: When coming up with packaging designs, it is crucial that the packaging in question is consistent with brand identity.

Think how your packaging can stress on elements of your brand identity that can appeal to the audience that you cater to. For instance, if your brand is contemporary and refined, your packaging should not be busy and should employ, for instance, the lines and understated lettering. On the other hand, in a brand that produces fun and energetic products, then their packaging could contain more vivid and lively color with artistic engravings.

In the food sector, it is central for such products as pizza boxes for wholesale to be associated with business image. Having a pizza box that is printed with a specific brand can be useful in making the brand more recognizable to the customers.

 Choose Materials That Reflect Your Values

Many of the materials that lay in the base of your packaging, define your brand values, which sets a framework for the target audience perception of your brand. If sustainability is in the list of a company’s values, then using recyclable or biodegradable material is a prerequisite. If arguments of productivity and quality are viable, you will require materials that will give your product these characteristics and also shield it.

Another issue that provides an impact on your brand is the selection of materials. For instance, luxurious materials convey the image of luxury, while recyclable materials convey the image of environmentally friendly products. When it comes to the material that will be used to package the product, it cannot just protect the goods during transportation and handling but reflect the set values of the B2B business.

Be aware of the functional and semiotic connotations of the different materials to be used for packaging. Regardless of whether you are in the wholesale pizza boxes or the retail packaging of a high-end product, the material chosen should reflect the message of the brand being communicated out in the market.

Incorporate Your Brand Story

More specifically, your brand story is an account that you choose to tell so as to express elements of the company’s history, focus and philosophy. Packaging is also an excellent way to tell this story to your audience and, therefore, make your brand more familiar and engaging.

Your brand story can be integrated into the packaging in one or multiple of the following aspects, for instance, text, images, and sometimes structural form of the packaging. For instance, a short statement about your company’s quality or environmental policy may be included in the packaging so as to create some level of attachment on the part of the customer.

In the food service industry for instance for a company that deals in custom printed pizza boxes, having a brand story will extend the use of the box which will be more than being just a box. Fostering a connection with your customers by empathizing with them and telling them your passion, the story behind your ingredients, cooking process or your brand can be very useful in building a strong relationship with the customer.

Focus on Functionality and Design

Of course, your packaging should be appealing; it should mirror your brand’s values, and it should be eye-catching, but it needs to be practical too. There are two aspects of your packaging design: it should be appetizing and convenient for the purpose for which it was designed.

Functionality is especially critical where the labeling should withstand handling and be transportable as well as appropriate for the item it encompasses, especially where used in B2B contexts. But as many others have said before me, functionality does not have to sacrifice design. If one is specifically attentive with the understanding, one can develop packaging that is functional and artistic at the same time.

For instance, when creating packaging for wholesale pizza, the packaging requirements are to make the pizza hot and whole in the delivery process. At the same time, it is desirable to make it as colorful and attractive as possible in order to directly convey your brand’s positioning statement in the form of colors, logos or slogans. A pizza box with a print out can also be taken as an advertising tool that tends to reach out to other people other than the buyer, in this case the consumer.

One of the most vital aspects of branding is having the packaging match your brand values both for appearance and for purpose. So you ensure that packaging supports your brand value, use material that supports that and ensure that your packaging has a story to tell about your brand besides serving the functional use of protection for your product.

Leaving the exaggerated emotions about it for the better part of the article, one can be inclined to agree that properly designed B2B packaging takes on a role that is more than skin deep and can lead to a positive change in partnerships and business recognition. Regardless of the occupation and the type of the business – food service industry, retail, and many others – investing in packaging that ensures its branding is always a correct decision from the long-term point of view.

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