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How Innovative Packaging Enhances Brand Identity

How Innovative Packaging Enhances Brand Identity

While the phrase “don’t judge a book by its cover” might have good intentions at its heart, the reality for brands is that the first impression you make on a would-be customer has serious power over how the rest of your relationship plays out – and so the way products are packaged has to be carefully considered.

Thankfully there are a multitude of innovations available for organizations that want to plant their flag clearly with custom, high-quality packaging that looks the part and reflects their ethos – as well as doing a good job of keeping the contents intact.

With that in mind, let’s talk a little about how this is achieved, and what role this has in brand-building given the challenges of the market at the moment.

Surveying the Spectrum of Packaging Options

When it comes to choosing the right type of packaging for your product, the options can seem almost endless – but each has its own set of strengths that could play a crucial role in boosting your brand’s visibility and customer engagement. 

Opting for innovative packaging is much an informed strategy decision driven by market demands and consumer preferences as it is an aesthetic decision. 

Here are a few examples which are proving popular at the moment:

Shrink Sleeve Labels

With custom printed shrink sleeve labels you get a 360-degree canvas that wraps around your product, providing ample space for branding and detailed graphics. This option is particularly effective for products that face stiff competition on retail shelves, as they allow brands to use vibrant colors and intricate designs that attract consumers’ eyes.

Eco-Friendly Materials

As sustainability becomes a driving force in consumer choices, with a McKinsey survey finding that it’s significant for 43% of people, incorporating recycled materials or biodegradable options can significantly enhance a brand’s image. 

Moreover, businesses that emphasize their commitment to the environment often see increased loyalty among environmentally conscious consumers – so it will continue to pay dividends over time.

Smart Packaging

Integrating technology such as QR codes or NFC (Near Field Communication) chips can transform ordinary packaging into an interactive experience. This not only facilitates greater engagement but also helps in tracking products through supply chains more efficiently.

A few years back it was reported that 72% of consumers say their purchasing decision is influenced by the design of a product’s packaging. As we’ve shown, this isn’t just about the look and feel, but also the materials and the intelligence behind the design – so for brands looking to cement their identity, it’s certainly an area of immense importance.

Technology Driving Packaging Innovation

Technological advancements in packaging are helping to improve the superficial appeal while also revolutionizing how brands interact with consumers. Understanding these innovations can provide your business with a competitive edge, making your products stand out in a crowded marketplace, so here are some talking points on which to base further investigation of your own:

Digital Printing

This technology allows for high-quality, customizable graphics to be created faster and in smaller runs without the hefty price tag typically associated with traditional printing methods. It’s ideal for businesses that need flexibility – for seasonal products or limited edition items.

Augmented Reality (AR) Packaging

Integrating AR lets companies turn their packages into interactive platforms. Consumers can view additional information, watch promotional videos, or engage with virtual brand ambassadors simply by scanning the packaging with their smartphones or dedicated AR glasses.

Active Packaging Technologies

These involve elements that extend shelf life or monitor freshness. Some active packages have indicators that change color when a product is no longer safe to consume, directly communicating product quality to customers and reducing waste.

The crucial point here is that you don’t have to run a multinational with deep pockets to provide packaging innovation for your brand. Flexibility within this market has multiplied, and the price of providing completely custom solutions has fallen rapidly, so stepping it up with brand-building packaging is within reach for startups and established names alike.

The Bottom Line

If you aren’t innovating with packaging, then you’re doing your brand a disservice and giving rivals the opportunity to get ahead of you both on store shelves and in the hearts and minds of consumers. 

So take the info we’ve provided as a catalyzing call to action and rethink how your products are presented – or risk falling behind.

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