Brand connections are essential to the success of your business. 

How important, exactly? Well, by creating lasting, positive connections with consumers, brands can create more loyal customers as well.

Loyal customers mean repeat buyers, which helps revenue, and loyal customers can also be turned into brand ambassadors who can help increase brand awareness. 

But, how does your packaging fit into creating connections with your consumers? Does your packaging actually have that much of an impact on brand loyalty? 


Tastes like home.

Think of a brand that inspires you. That inspiration is your connection to the brand.  

Maybe it’s a food brand that inspires you to think of your warm, cozy home — like Campbell’s, whose soup cans have hardly changed since Andy Warhol’s original design, creating a classic, nostalgic emotion that has kept consumers coming back to them for nearly 60 years. 

Or, perhaps it’s a tech brand whose drive for innovation inspires you to go out and see the world — like Apple, whose clean, modern iPhones possess cameras that continue to push the envelope for smartphones and are making Instagram photographers out of everyone. Their simple, crisp, clean packaging resembles that of the products inside them, where every piece fits seamlessly inside

It’s safe to say that your packaging can help to dramatically shift consumers’ perception of your brand and reinforce your marketing messages and strategies. 

To help further illustrate this, let’s take a detailed look into some of the specific functions of packaging when it comes to creating strong brand connections with your consumers. 

Brand Identity — Judging a Book By Its Cover

A high-quality package — in terms of the actual physical package and the graphics, artwork, logo, and style of the design — will help propel your brand identity forward to create that positive brand image that is coveted by all brands. 

But how can a package help create a positive brand image? To illustrate this, let’s look at the color choice of a package. According to Pantone and other color experts, the color blue is often associated with trust, constancy and dependability.

Crest is one brand that uses blue often in their packaging, including their Whitestrips. If a product is something that consumers put inside their bodies, they need to trust that the product is safe for them to use. By opting for blue-colored packaging that promotes the idea of dependability in the customer’s psyche, Crest is able to illustrate to their consumers that they can trust their Whitestrips to get the job done, as well as be safe to use. 

The trustworthy blue packaging might just be enough to help persuade a shopper to buy them.

But not only does the design of your packaging help your consumers create a positive brand image in their minds for your brand. It also helps differentiate yourself from the competition. 

By researching what your target market likes in their packaging (colors, shapes, amount of copy, etc.), you can design your package based on these preferences. This will help attract consumers your way as they scour the shelves and away from competitors whose packaging isn’t as intentional as your own.  

Utilitarian — Functionality at its Finest

The graphic design part of your package is important. However, the functionality of your packaging is also a crucial factor in creating connections with your consumers. 

Take a look at Lanx’s footwear packaging — which not only features some great graphic design details but is also extremely functional with a handle and briefcase-like shape. 

Sometimes, it’s the little things that can make all the difference when it comes to your packaging. 

Some other brands that have perfected the utilitarian side of the packaging include toothpaste brands that offer bottle-like packaging instead of tubes. This makes it significantly easier to get your toothpaste out. 

Making things easier for your consumers when it comes to using products that revolve around the package itself is a key component to brand loyalty because consumers value convenience. 

Telling Your Story — Who Are You and Why Should Anyone Care? 

A compelling origin story is at the basis of every superhero ever. 

What’s your origin story? Why are you here? Why is your product right here on the shelf in front of me? By sharing answers to these questions on your packaging you have the opportunity to share your story and develop that connection. 

For example, on the back of a Clif Bar package, you’ll find a short tale written by the founder and owner of Clif Bar & Company, Gary Erickson. In this brief story written by Erickson, he talks about his father, Clif, whom the company is named after, and how his dad is the one who introduced him to the great outdoors. 

Gary Erickson, left, and his relationship with his father Clifford, right, is an integral part of the story behind Clif Bar & Company Photo Courtesy of: Clif Bar Media Kit

It’s a compelling, emotional story that is sure to leave a lasting impact on those who come across it. 

Another brand that does this quite well is WholeMe, which allows you to take tasty, healthy granola on-the-go. In addition to addressing their mission to create a healthy snack alternative, WholeMe’s packaging also illustrates the versatility of their product, suggesting you can eat their granola by the handful, on top of yogurt, with milk, or by ripping, tipping, and enjoying. 

By highlighting their health-conscious product and the fun-style in which it comes in on their packaging, WholeMe is able to create connections with their consumers before the ziplock on their package is even opened. 

For Consistent and High-Quality Packaging Design Solutions, Turn to Esko

Consistent, high-quality packaging is a great way to create that bond with your consumers. Whereas packaging that frequently has errors will be forgotten or pushed aside in favor of yours. 

With Esko’s Brand Solutions for Brands, which include ArtiosCAD, Studio, WebCenter, MediaBeacon, and Cape Pack you can propel your packaging design process to the next level. 

ArtiosCAD – This structural design software allows packaging engineers to create parametrically accurate 2D and 3D packaging designs.

Studio – This packaging solution gives designers the ability to create 3D mockups of their designs and produce artwork without ever leaving Adobe Illustrator.

WebCenter – Packaging teams can simplify their process with this SaaS cloud packaging management software, which can manage packaging specifications, artwork approvals, and project life cycles in one centralized location.

MediaBeacon – The premier digital asset management system that allows brands to house their digital assets in an easy to use hub. 

Cape Pack – Packaging engineers can determine primary product size for shipping, create new case sizes, and build efficient pallet loads with this palletization software. 

These solutions will help you and your team create new designs with fewer revisions and quicker approvals.

And, perhaps most importantly, they will assist you in taking your carefully thought-out and designed packaging concepts into a reality. This will ultimately allow you to create those crucial brand connections with your consumers. To learn more about how Esko can help you improve your packaging, contact us today and request a free trial!

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