Why Packaging Matters for a Brand?

Packaging plays a vital role in our everyday lives, serving as a significant connection point between consumers and a brand. It’s more than just a physical encounter; it’s an opportunity for brands to leave a lasting impact. In today’s digital age, where people spend significant time watching and viewing content, visual elements in packaging have gained immense significance. 

How Brands Use Packaging to Advantage

Beyond providing a tangible experience, packaging serves as a visual distinguisher, enabling brands to shine amidst fierce competition. A compelling visual identity not only captures attention but also leaves a memorable mark on the consumer’s psyche. Here’s how:

• Brands can reinforce their identity and communicate their story through packaging. Along with digital channels for marketing, packaging can ensure consistency during delivery, elevating the consumer experience. 
• Packaging is no longer restricted to brand logos and colours. Innovative brands include business cards, promotion material, thank you notes, etc., with their packaging. These elements help assert the brand’s personality, mission, vision, and values. 
  • For example, an unboxing video on social media can enhance the consumer’s perception of the product and brand. Such videos can be used as a marketing tool by inviting user-generated content on your brand’s social channels by including a call to action card and hashtags with the packaging. 

The Evolution of Packaging

Packaging is no longer just a container to hold the products. It is a promotion tool and a communication medium that makes brands commercially viable and visible. Most brands refresh their packaging every few years to keep pace with changing technology and stay abreast with the latest trends. Interestingly, a few brands introduce vintage packaging as collector’s items, too! Let’s look at some factors that have played a pivotal role in the evolution of packaging:

Enhanced Design

Technological advancement has helped brands deliver cutting-edge and unique shapes with colourful and complex designs. Over the past few decades, modern and out-of-the-box packaging has been a game changer for brands. It is no longer about storing and protecting the product but increasing sales by tapping into the brand identity or providing usage instructions. 

Affordability & Convenience

Economies of scale are often at play while considering packaging options. Brands are under constant pressure to reduce packaging costs and ditch complex packaging options, opting for simple solutions. Consumers also prefer fuss-free packaging, which is easy to use. Heat-sealed bags and shrink-wrap solutions are great options to keep packaging affordable and convenient. 

Increased Longevity 

Packaging is meant to store, distribute, and retail products, effectively maintaining the products in good condition till they are consumed. A variety of materials have been used for packaging over the years, such as glass, wood, paper and paper products, metal, plastic, etc. 

Embedded Technology

Brands deploy intelligent packaging options frequently to safeguard quality, product integrity, and safety. Digital tools like QR (Quick Response) codes, NFC (Near Field Communication) chips, and RFID (Radio Frequency Identification) tags are popular sensors embedded in packaging. These can help communicate product information and also serve as a usage guide. For example, pharma product packaging often includes embedded QR codes to assure authenticity and provide additional information to consumers.

Augmented Reality

With the advent of augmented reality, packaging has become interactive. For example, an eyewear brand can include QR codes on the packaging that can be scanned, giving a virtual reality experience to the customer trying on the eyewear, seeing how it looks, and whether it would match with outfits. The experiential experience lets the customer virtually interact with the packaging in a completely new way.

Glimpses of Leading Brands and their Packaging over the years

Coca-Cola

From a transparent bottle with a simple design and modest branding, the Coca-Cola bottle’s shape has changed substantially to reflect contours. The shape allows consumers to identify a Coca-Cola bottle even in the dark by touching and feeling the contours, thus protecting the brand from imitation by competitors. The brand name written on the bottle has also undergone a series of changes, with modern stickers designed as per brand campaigns.

Heineken

Heineken’s initial packaging was basic and functional, focusing on glass bottles with simple labels. Around the 60s and 70s, aluminium cans were introduced, and the 2000s saw the introduction of recycled and eco-friendly materials in their packaging. Around 2010, digital innovations such as QR codes were introduced on bottles for interactive marketing campaigns and consumer engagement. In recent years, Heineken intensified its commitment to sustainability. Innovations like the ‘Green Grip’ cardboard topper, eliminating plastic rings, showcase their dedication to eco-friendly packaging.

McDonald’s

McDonald’s has retained its signature golden arches logo while making several changes to its packaging over the years. McDonald’s has consistently innovated packaging designs to ensure speed and efficiency in its restaurants. For example, the red fry box was developed with their packaging supplier to pack fries quickly. The box can stand up on one end, and the staff can identify the different sizes of the box to pack the order. The outer packaging design of the box is altered rarely except on certain occasions like the FIFA World Cup 2014. McDonald’s has been a pioneer in collaborating with environmental organisations to reduce packaging waste and avoid materials like foam. The brand continues to test innovative sustainable packaging solutions, like reusable to-go cups, to support circular solutions. 

The Future is Digital.

With the rise of e-commerce, companies have approached branding and packaging in innovative ways. Factors like focus on sustainability, interactive packaging, new designs, and the influence of social media have provided opportunities for brands to be strategic and creative with packaging. Brands can use packaging to their advantage by differentiating from the competition, building a strong visual identity, and establishing an emotional connection with the customers. 

Want your brand to stand out with innovative packaging? Start a discussion with Team Quello at hello@quello.com to explore strategies and ideas for your brand.