I’ve been reflecting a lot this past week about packaging’s role in developing and enriching a brand’s core vision, value and beliefs. Ultimately, packaging is the first physical encounter that your customer will have with your brand so why is it that packaging is sometimes completely forgotten about or re-designed in a way that is disconnected with the rest of the brand’s vision and goals? Redesigning packaging is an expensive process, so marketers, designers and manufactures want to get it right first time. Here are my four ideas for consistent high brand value packaging.
Make it an experience
To really elevate your brand from the competition the ‘unboxing’ experience should be a real consideration when in the packaging design process. Dotcom’s "Fulfilment and Unboxing Excitement” study found that there are more than 20 million search results on YouTube for the terms "unboxing” + "video.” Creating an experience that can be documented, experienced and shared online will not only increase the awareness of your brand amongst consumers but it will also help to improve SEO whilst avoiding the need for a complicated brand activation process.