How Packaging Design can Make or Break your Brand – Part 2


Plain package

This Packaging Design Guide is an extract from a Guide written by Lorraine Carter of Persona Design 


“Keep it Honest

Packaging design should make your product look attractive, but not at the expense of honesty. A misleading package design that promises something not contained in the package will damage your reputation and your brand: for example, depicting a chocolate-drenched dessert on a tin of simple chocolate-flavoured biscuits is not an accurate representation of the product inside!

Be Authentic

Authenticity can be a difficult characteristic to define, but your customers know it when they see it and it has become an increasingly important factor amongst consumers. Strive to develop packaging that is authentic to your brand values, promise, story, alignments, platforms and positioning statements etc.

A sense of character and originality infused with your pack design can help you build a memorable brand that engages customers, while also enhancing brand perceptions in terms of being seen as a brand that is real and authentic – true to its purpose.

Differentiate Visually

A twist on the standard design styles for your product categories can help your brand enjoy increased visibility, allowing you to stand out from sea of similar products. For instance if most of your competitors use a horizontal layout, design along the vertical in your packaging. If the majority of similar items feature product photography, consider the type-based designs, icons or illustrations.  The choice of signature brand colours is another great way to differentiate. One striking example is Rachel’s Organic products which use primarily black packaging for products such as butter or yogurt to jump out on retail shelves or O’Egg, which uses bright pink as its signature colour in its white egg packaging.

Pay Attention to On-pack Messaging and Typography.

The words used on your package design matter: not just what they are, but how they look and what they say, the style and tone of language used and the brand story conveyed. Stunning typography is an eye-catching differentiator for your packaging. Choose distinctive, premium fonts with high readability, and pay attention to spacing (kerning), the size of the text, and the colour in comparison to the rest of the package design.

Dutch private label brand HEMA is a striking example of the effect of great typography. The company’s line of ready-to-eat lunch items features a chalkboard-style design label with a very distinctive font, and simple colours bands that help to quickly categorise items in a visual nature.”

Watch out for the third part of this 4-part Guide in our next newsletter.

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