Packaging promotes your brand and product

2.10.2019 12.25

The packaging of your product reflects the things and values that your brand represents. A well-manufactured and high-quality sales or product packaging is more likely to lead to a purchase than poorly designed packaging. Packaging is used to influence consumers’ emotions and perception of your product. That is why proper planning and high-quality printing methods are necessary to convey the right brand message. 

Usually, designers are pleased when they are given free rein to solve things. However, when designing packaging and display solutions, the designer must remember to consider both practical and visual aspects. In addition, digitalisation and digital cutting technology also mean that we can do things that were not possible with old die cutting technology. Although Brand ID’s designers can create almost anything from corrugated cardboard, there are a few
things to consider. The aim is to solve the customer’s needs in the most economical way. The cost of the packaging itself accounts for only a fraction of the product’s total cost, so one of the tasks is to optimisethe overall costs. Costs arise from assembly, packaging and logistics. Depending on the customer’s need, durability and strength can also be provided, even for
transporting heavy engines. Due to its various strengths, corrugated cardboard can be used for almost anything.

Transport packaging and sales packaging – two different things?

Packaging can be roughly divided into transport packaging and sales packaging. With
transport packaging, protection is key in order to ensure that the products are not damaged
during transportation. Sales packaging is often visually appealing and printed using highquality equipment. In order for the product to sell, the packaging must also be attractive. The packaging is not only an extension of your brand – it communicates the values and the message of your brand, giving potential customers their first impression of your product.

There are various types of packaging. For example, sales packaging may include separate inserts that protect and hold the products in place during transit. This way the packaging remains appealing on the outside.

Packaging that contains a wider product range is also common: for example, packaging with inserts to contain 4–5 different products. When each product has its own place, the packers sigh in relief.

“The point of sale determines the purpose of the packaging. If there is a sales stand, the packaging can be designed for the stand. In other cases, sales packages may be placed on store shelves or they may be so called online store packages. For this reason, the designer needs to have as much information as possible about the packaging’s logistics all the way to
end users. The most important thing is to understand what the customer expects from the packaging,” says Arno Autere from Brand ID Display & Packaging Oy’s sales services.