Brand Packaging Design: Why it Matters for Marketing

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In the ever-evolving world of marketing, where digital strategies dominate the landscape, it's easy to overlook the importance of physical elements like packaging design. However, savvy marketers understand that a well-crafted packaging design is a powerful tool that can influence sales and make or break a brand's success. In fact, most Americans agree that the design of a product’s packaging (72%) and the materials used to package a product (67%) often influence their purchase decisions when selecting which products to buy. In this blog post, we'll discuss the elements of packaging design, why it matters for marketing, and offer some tips and examples to guide your packaging design process.

What is Packaging Design?

Packaging design is the art and science of creating the exterior appearance and functionality of a product's packaging. It encompasses a wide range of elements, from the visual aesthetics and structural design to the choice of materials and the incorporation of essential information. In essence, packaging design is the packaging's blueprint, combining form and function to create a compelling and practical container for a product.

Here are some key components of packaging design:

  • Visual Aesthetics: This aspect of packaging design involves the use of colors, typography, graphics, and imagery to create an eye-catching and memorable exterior. It aims to capture the essence of the product or brand and communicate it effectively to consumers.
  • Structural Design: The physical shape and structure of the packaging are crucial. It must not only protect the product but also provide a convenient and enjoyable user experience. Structural design considerations include size, shape, opening mechanisms, and ease of handling.
  • Materials: The choice of materials plays a significant role in packaging design. It affects both the appearance and sustainability of the packaging. Designers must consider factors like durability, eco-friendliness, and compatibility with the product.
  • Information and Labeling: Packaging design includes the placement of essential information such as product names, ingredients, usage instructions, and safety warnings. This information must be clear, legible, and compliant with relevant regulations.
  • Branding: Packaging design is a critical component of a brand's identity. It should align with the brand's visual identity, logo, and overall messaging. Consistency in branding across packaging helps build brand recognition.
  • Innovation: Innovative packaging design can set a product apart in a competitive market. It involves thinking outside the box (literally) to create unique and engaging packaging solutions that captivate consumers.
  • Sustainability: As environmental concerns continue to grow, sustainable packaging design has become a vital consideration. Designers must seek eco-friendly materials and design practices that minimize waste and reduce the environmental impact of packaging.

In summary, packaging design is a multidisciplinary field that combines artistry, engineering, marketing, and environmental consciousness. It goes beyond mere aesthetics to encompass functionality, brand communication, and consumer engagement. Effective packaging design is a crucial element in a brand's marketing strategy, as it can significantly influence consumer perceptions and purchasing decisions.

Why Does Packaging Design Matter?

A product’s package is not just a vessel for transportation, it is an important marketing medium as well. Packaging design is a crucial element of the marketing toolbox for the following reasons:

  1. The Power of First Impressions

They say you never get a second chance to make a first impression, and this holds true in the world of marketing as well. Packaging design is often the first point of contact between a consumer and a product. It's the visual invitation that beckons potential customers to take a closer look. Think about your last trip to the grocery store or a visit to your favorite online retailer. The products that caught your eye probably had packaging that stood out from the rest.

Effective packaging design captures attention, creates intrigue, and communicates the essence of a brand or product. Whether it's through vibrant colors, striking graphics, or innovative shapes, packaging has the power to make consumers stop in their tracks and reach for a product they might otherwise have overlooked. According to a HubSpot study, “93% of consumers make purchasing decisions based on visuals alone,” so it’s vital to consider how your product packaging will capture consumers’ attention.

  1. Building Brand Recognition

One of the primary goals of marketing is to build brand recognition and loyalty. Packaging design plays a significant role in achieving this goal. Consistency in packaging helps consumers identify and connect with a brand quickly. When you see the iconic red and white Coca-Cola logo on a bottle, you instantly recognize it. That recognition is no accident; it's the result of years of effective packaging design and branding efforts.

A well-established and recognizable packaging design can foster a sense of trust and reliability in consumers. They know what to expect when they see that familiar packaging, and this familiarity can lead to repeat purchases and brand loyalty.

  1. Communicating Brand Values

Packaging design is more than just aesthetics; it's a powerful means of communication. Through the design elements, colors, and imagery used, packaging can convey a brand's values, personality, and story. For instance, an eco-friendly brand might opt for minimalist, sustainable packaging materials to reflect their commitment to the environment. On the other hand, a luxury brand might use elegant, premium packaging to convey exclusivity and quality.

This communication goes beyond just visual appeal; it can also evoke emotions in consumers. Packaging can make consumers feel happy, nostalgic, or even adventurous. When the packaging aligns with a consumer's values and emotions, it creates a stronger connection between the consumer and the brand.

  1. Differentiation in a Crowded Market

The modern marketplace is crowded with countless options for consumers. Whether you're selling a new energy drink, a skincare product, or artisanal chocolates, chances are you have stiff competition. Packaging design is a key tool in setting your product apart from the rest.

Distinctive and innovative packaging can grab attention on the shelf or in an online store, making consumers curious about your product. When done right, it can also communicate the unique selling points of your product, highlighting what makes it better or different from the competition.

  1. Telling a Story

In an age where consumers are more interested in the stories behind products and brands, packaging design can play a crucial role in storytelling. Through imagery, typography, and other design elements, packaging can convey the brand's history, mission, and values. It can take consumers on a journey and make them feel like they're part of something bigger.

Consider how craft breweries often use detailed illustrations and narratives on their beer labels to tell the story of their brewing process or the inspiration behind a particular brew. These stories engage consumers and create a deeper connection to the product.

  1. Practical Considerations

While the visual appeal and brand communication aspects of packaging design are critical, practical considerations cannot be overlooked. Packaging must be functional and user-friendly. It should protect the product, provide necessary information (such as ingredients and usage instructions), and be easy to open and reseal. Neglecting these practical aspects can lead to customer frustration and negative reviews.

  1. Sustainability and Packaging Design

In today's environmentally conscious world, sustainability is a hot topic in packaging design. Brands are under increasing pressure to reduce their environmental footprint, and packaging is a significant part of that equation. Sustainable packaging design aligns with consumer values, as demonstrated by an IPSOS study revealing that 78% of consumers are more likely to purchase cardboard or paper packaged products. Brands are beginning to respond to consumers’ values by committing to responsible business practices and offering packaging that is recyclable.

Sustainable packaging can take various forms, from using recycled materials to designing packaging that is easily recyclable or biodegradable. Brands that embrace sustainability in their packaging design often see a positive response from environmentally conscious consumers.

Tips for Designing Effective Packaging

Designing packaging that captures the essence of your product, communicates your brand's values, and resonates with consumers is no small feat. Here are some valuable tips to help you create packaging that stands out and drives success in the market:

  • Know Your Audience: Understanding your target audience is paramount. Consider their preferences, lifestyles, and values. Tailor your packaging design to appeal directly to the people who are most likely to buy your product.
  • Simplicity Sells: While it's essential to make your packaging eye-catching, don't overcomplicate it. A cluttered design can confuse consumers and dilute your brand message. Embrace simplicity and clarity in your packaging design.
  • Consistency is Key: Ensure that your packaging design aligns with your brand's visual identity. Consistency in colors, typography, and overall design reinforces brand recognition and trust.
  • Tell a Story: Use your packaging to tell a compelling story about your brand or product. Incorporate visuals or text that conveys the product's origin, inspiration, or unique selling points. A well-told story can engage consumers on a deeper level.
  • Consider Functionality: Your packaging should not only look good but also serve its practical purpose. Ensure that it protects the product, keeps it fresh, and is easy to open and use. Consider user convenience when designing packaging.
  • Test for Visibility: Place your packaging design in a real retail environment or an online store mockup to see how it stands out or blends in among competitors. Make adjustments based on these tests to maximize visibility.
  • Think About Shelf Impact: If your product will be displayed on store shelves, think about how it will look from various angles and distances. Make sure it catches the eye from a distance and looks appealing up close.
  • Use Color Psychology: Different colors evoke different emotions and associations. Consider the psychological impact of color in your packaging design. For example, green can signify eco-friendliness, while red may convey passion or urgency.
  • Typography Matters: Choose fonts that are legible and reflect your brand's personality. Typography should be consistent and easy to read, even from a distance.
  • Incorporate Sustainability: If possible, opt for sustainable packaging materials and communicate your commitment to the environment on the packaging. This can resonate with eco-conscious consumers.
  • Stay Updated: Packaging design trends evolve over time. Keep an eye on current design trends and innovations to ensure your packaging stays relevant.
  • Gather Feedback: Don't hesitate to seek feedback from potential consumers, focus groups, or professional designers. They can provide valuable insights and suggestions for improvement.
  • Compliance and Information: Ensure that your packaging complies with all legal requirements for product labeling, including ingredients, nutritional information, and safety warnings.
  • Iterate and Test: Even after your packaging design is finalized, consider conducting A/B testing or surveys to gather feedback from real consumers. This can help fine-tune your design for maximum impact.

Remember that effective packaging design is an ongoing process. As your brand evolves and consumer preferences change, your packaging may need updates to remain relevant and appealing. Keep a keen eye on market trends and continually refine your packaging to stay ahead of the competition and resonate with your target audience.

Successful Product Packaging Design Examples  

  • Tiffany & Co.: Starting with one of the most recognizable packages out there - the Tiffany Blue Box.  Tiffany's packaging is synonymous with luxury and elegance. The signature blue box with a white satin ribbon is as famous as the jewelry it contains. This packaging design not only protects the delicate pieces but also enhances the perceived value and emotional connection to the brand.
Tiffany & Co. blue jewelry box

  • Lush: Lush, a cosmetics brand, takes a unique approach to packaging. They use minimal, eco-friendly packaging materials like recycled paper and packing peanuts made from potato starch. The company encourages customers to bring back empty containers for recycling by offering a free face mask for every five containers returned. This sustainable packaging aligns with their brand values and resonates with environmentally conscious consumers.
Lush Cosmetics Hand and Body Lotion Container
Lush Cosmetics packaging pot

  • M.M. LaFleur: This DTC women’s apparel brand creates an unboxing experience that elevates their product and reinforces their brand messaging. One of their signature offerings is the “Bento Box” (pictured below), featuring an assortment of their products curated specifically for you by a stylist. The minimalist design and careful placement of each product showcases the brand’s attention to detail and inspires consumers to post videos unboxing their contents. According to DotCom Distribution, 54% of consumers who uploaded unboxing videos did so to recommend the product to others. As you can see in the photo below, many customers have uploaded M.M. LaFleur unboxing videos to YouTube, promoting their brand and product through word-of-mouth.  
M.M. LaFleur bento box

M.M. LaFleur unboxing videos on YouTube

These examples showcase the power of effective packaging design in reinforcing brand identity, communicating values, and creating memorable consumer experiences. Each design aligns with the brand's unique positioning and resonates with its target audience, contributing to the overall success and recognition of the brand in the market.


In the world of marketing, packaging design is a versatile and indispensable tool. It has the power to capture attention, build brand recognition, communicate values, differentiate products, tell stories, and even contribute to sustainability efforts. Neglecting packaging design would be leaving a valuable asset untapped.

Effective packaging design should be a holistic blend of aesthetics, functionality, and brand messaging. When executed thoughtfully, it can leave a lasting impression on consumers, driving sales and fostering brand loyalty. So, the next time you're planning your marketing strategy, remember that your product's packaging is not just a container; it's a canvas for your brand's success.

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