Packaging is a great marketing strategy, and can be used as a big part of a brand’s overall marketing plans.  The great, eye-catching and unique designs are critical at building brand identity. Getting creative plays a huge part in packaging and branding. Here, we’ll go over creative packaging, and the best ways to foster brand awareness with this.

Marketing Factors and Tools 

There’s a few ways to make your packaging creative. The first is colors. You want to use colors that will cultivate a feeling for your customers.

For instance, luxury packaging may use blues and purples to convey this, and eco-friendly brands will use green for sustainable factors. 

All of this is used to create a memorable experience for the brand. The colors evoke feelings, and should be used. Bear in mind that when you do this, if you plan to create international packaging, don’t choose a color that’s offensive to other countries (for instance, black in China is a symbol of death). 

Next, you want to make the textures unique. Try to go for embossed or raised packaging. This type of packaging works great, because it can show off some unique elements that really stand out.   It can also be good for creating a tactile experience.

Consider using packaging that’s invisible too, showing the contents inside. This of course allows for a lot of customers to get a feel for what’s inside, and maybe even a window of touch might also wow them on what you’re selling.

Finally, shapes. Unique shapes are always a good thing to look forward to. Consider expanding your packaging in this manner, and you’ll see a huge difference.   This creates a memorable brand experience, as customers will remember these shapes more than anything else. 

Aligning the Packaging to Values 

With packaging, you also want to align it to the brand messaging and values, such as innovation and sustainability.   If you’re a brand with a certain message, consider this. for innovative brands, a QR code or smart packaging also play a huge part in your overall packaging experience, making it even more exciting for customers to enjoy.

Giving your packaging that overhaul and experience will really create a winnable scenario for a lot of brands. Aligning the packaging to the overall values also makes you distinct, and shows to your customers that you value them. It is important to understand your values and learn about what makes customers happy, as it can be something that will make you stand out.

The benefits and Drawbacks

When you market your packaging and align it to your product, you’ll be able to improve the brand recognition and customer loyalty you deserve. Customers remember you by your brand, so if you want to market yourself, you can through distinctive packaging and their designs.

But, while marketing your packaging through design is good, there are a few drawbacks that come with this. The first is balancing creativity with practicality. Sure it might be a great idea, but can your logistics afford this type of purchase? Is it a functional design? 

These are things you need to make sure you have properly aligned with your packaging, offering you the exact measures you need to take in order to be successful. The right packaging plays a huge part, and when you’re able to market the packaging in a way that really drives customer success forward, you will be able to breed innovation, sustainability, and so much more.

Choose designs that resonate with audiences, you’ll be able to communicate your brand story, and market it for the world to see.