Sunrise Packaging Blog

7 Elements of Effective Brand Packaging

The appearance of packaging tells a story about a company’s brand or image. Realizing that packaging always has a negative or positive influence on the consumer is a vital concept for company’s when making decisions about packaging. How can you employ packaging that is a fundamental part of your brand identity?

Look at these 7 Elements of Effective Brand Packaging:

1. The Story- Does your packaging communicate a story? Brand packaging should communicate or a story or promise to consumers. A vision of what unique experience the product delivers should be embedded in the packaging.

2. The Personality- A package’s visual style and written words express the tone and personality of the brand. The personality should align with the brand story in a genuine way.

3. The Position- Brand packaging should convey the unique position of a product and identify for consumers how the brand is different.

4. The Look- The look & feel of brand packaging should be distinctive. The colors, style, and graphics give the packaging a recognizable element that makes a brand stronger.

5. The Materials- Brand packaging must use materials and structures to its advantage. Unique shapes can make packaging immediately recognizable. Eco-friendly materials can demonstrate leadership and responsibility.

6. The Appeal- Brands frequently rely on visual cues but customers also experience packages through other senses including touch, smell, and sound. Brand packaging can appeal to multiple senses.

7. The Consistency- Brand packaging should align with brand strategy. Consumers should be able to connect the dots and understand the continuity of the brand elements, story, and experience.