How much have you invested in your website, social media channels, blog, and other digital touchpoints? Probably quite a lot — and for good reason too. A tight and engaging online presence is essential to succeed in our digital-focused world.

But how much have you invested in your physical brand as well?

If packaging has often been a bit of an afterthought for you… you wouldn’t be alone. That said, whether your product sits on a busy shop shelf, or you're selling your wares from an online store, packaging is one thing you definitely want to get right.

The way a product is presented can create an emotional connection with your customers, invoke interest or excitement, and leave a lasting impression too.

Why packaging is so important

Packaging needs to be up there with your other brand-building priorities, no matter how big or small your business is. Some businesses tend to opt for the cheapest or easiest choice when organizing packaging and, honestly, it shows.

Here’s why thoughtful packaging is so important:

Helps you stand out from the crowd

Packaging is a valuable opportunity to market your company. The more unique the better –– just look at Tiffany & Co. who have created a whole brand image around their turquoise Blue Boxes. They’ve even opened the Blue Box Cafe at London’s super-stylish, Harrods department store!

Reinforces your brand messaging

As soon as your product is out in the world, it’s just sitting around in-store or in people’s homes like free advertising for your company, and distinctive packaging helps reinforce your brand message through visual communication.

This is especially relevant if you’re focused on sustainability. You can create packaging that your customers can reuse over and over again –– not only is that eco-friendly, it also leaves a longer lasting impression, too.

Creates emotional connection with a customer

Think of all the influencers who have built their careers on unboxing videos. The more exciting and memorable your packaging is, the more likely people are to remember your product and want it for themselves.

What to consider when choosing a packaging design

Purpose

Protection is, of course, the first thing you need to think about when designing your packaging. But there’s way more to a pack’s purpose than that.

How you approach your packaging design will depend on what role packaging plays in your business model as well.

Do you need to attract attention in a busy supermarket or commuter coffee shop? In that case, you’ll need to find a way to be eye-catching and differentiate yourself from competitors, while still being super clear about what it is you're selling.

Is your product going directly to someone’s home? Flourishes like ribbons, tissue, papers substrates, stickers, or seals all amount up to an unboxing experience that truly wows (and makes a shopper want to buy again!).

Reusability

Have a think about whether the packaging for your product can serve a second purpose –– an excellent marketing strategy for a brand that’s focused on sustainability.

Some packaging is so nice that customers hold onto it and use it for decoration or storage –– think liquor bottles, glass jars, and patterned boxes.

You could even think about personalized packaging. It does cost more, but can sometimes be well worth the expense. Companies like Care Of and Function of Beauty have built their popularity in part thanks to their personalized design.

Material

The material you use comes down to your budget, but also to your values as a company.

If you’re outwardly focused on sustainability, you don’t want to be sending out packages wrapped in plastic. LUSH, a notoriously eco-friendly company, uses dissolvable wrapping and packing peanuts in their online orders. Equally, if you’re all about opulence and luxury, then you want to invest in appropriately OTT packaging too — it’s all about consistency in your visual brand language after all.

Graphics

This is where your brand’s visual identity really comes to life.

When designing the look and feel of your packaging, push yourself to be creative — to stand out from the crowd. That being said, remember that it’s important to keep it in line with your wider marketing message, too. Your brand needs to still be identifiable and recognizable. Consistency is key!

3 inspiring pack design examples to get your creativity flowing

The opportunities here are seriously endless. Even with the loose guidelines we’ve gone through above, you really have a lot of freedom when it comes to designing your packaging.

Here are some of our absolute favorite examples of inspired packaging design, from a wide variety of industries:

Concrete Jungle

This jewelry company has absolutely nailed their packaging, don’t you think?

Their double-sided mailing box incorporates all the brand colors, and is packed with a black wood wool void filler to add an interesting texture. Opening one of their boxes is a visual and tactile experience –– plus it's all recyclable!

Saucony

Streetwear brand Saucony ran an impressive campaign centered around their packaging. When a customer bought a pair of shoes, it arrived in a box with branding on one side, but the main surface was completely white. Customers were encouraged to decorate the shoe box however they wanted, upload a photo, and the winning design won 12 pairs of shoes.

Barefaced Food

Barefaced Food is a plant-based, healthy food delivery service, focused on fresh and clean ingredients. And while they are entering a pretty crowded market now, this packaging helps set them apart from the rest — presenting their products with white, bright, and sparse designs that reinforce their all-natural brand message, while feeling sufficiently different to other delivery food kits.

What could packaging do for your brand?

Have an idea for your brand’s packaging but not entirely sure how to execute it?

At Street Designed, we’re all about bringing your wildest design dreams to life. Get in touch now, for a free packaging design consultation, and let’s see what we can do together.