Primary packaging is a critical component in building a brand’s image and identity. Cadbury’s iconic shade of purple, the curvaceous Coca Cola bottle and the Toblerone triangle are all examples of successful branding.
Product branding through packaging is often thought of as the colours, fonts and imagery used on the outer sleeve of the product. However, branding should also consider the material, size, shape and quality of the packaging.
Branding should ensure that every aspect of the product meets the customer’s pre-defined expectations. Nobody would expect a bag of Pringles or a carton of Pepsi.
According to research by Keenpac, 61 per cent of customers say that quality packaging makes a brand appear more upmarket. What’s more, 33 per cent of customers state that they perceive a company as unprofessional if its packaging is poor, or it looks like the product inside could be easily damaged.
Using right material is very important in packaging. Companiesprovide custom design to include specific brand colours and logos for food manufacturers. This customisation ensures that a product’s branding is harmonious throughout, from the primary packaging, right through to fonts, logos and graphics that consumers grow to know and love.
Maintaining the same level of consumer confidence is only possible if every aspect of your product, including primary packaging, meets the same expectation.