Brand storytelling is a great way to foster a connection with your customers. While many do this through their site, did you know that you can do it as well with your packaging? Here, we’ll talk about how packaging plays this vital role, and how you, as a brand, can start to avail yourself of this today.
The Brand’s Story Parts
There are different parts of a brand’s story that are seen throughout the packaging. In fact, some people can really benefit from this, especially if they know the audience and the intention of their packaging.
For instance, there are visual elements such as colors, graphics, and typography. Some brands that are more playful and whimsical will use brighter colors and a larger font, while more luxury packaging may use cursive font, and more minimalistic style. Some brands will use natural materials that will show they care about the environment, and kraft paper to highlight their commitment to sustainability.
There are also text elements too. For example, one’s tagline at the bottom of the brand’s name and logo plays a huge part, and it can be a great way to help other people learn about the motto. Product descriptions, especially when written in a more fun and unique way, also demonstrate the way the brand works, and how many people will perceive it.
Finally, the brand’s literal story can be another one. Some people print this story on the back or front of the packaging, in order to show to the other people who get their product just what they’re all about.
There are also certain interactive elements that come with this too. In the age of smart packaging, these interactive elements help customers build and foster the unique understanding of what one wants from this. The customers can interact, and they’re simple, but do wonders. An example of this is QR codes that take one to the story, and AR that one can experience, to better understand the product itself.
How this impacts the customer’s Perception
Many times, the brand’s story plays a huge part in the perceptions that customers have with the product.
For instance, a lot of brands that use more eco friendly materials, and highlight a brand story on sustainability, will have a customer base that will support these sustainable endeavors, and they’ll be more likely to buy from the brand.
There is also a unique sort of connection that’s fostered from this type of packaging. Customers can connect and build better trust and awareness of one’s own packaging and ability to utilize these factors.
With the right brand story and packaging, customers stay loyal. People want brands that showcase the different solutions that one might have for problems. For example, a brand that’s more youth-focused and whimsical will build a more whimsical element to this.
Design Tips for This Packaging
You should take a moment to look at your packaging and align this together with the brand values and mission you have. So if the goal is more luxury customers, start to focus your packaging onto something more luxury.
You should incorporate more memorable and unique elements, allowing you to stand out, while also telling people of the brand that you have.
In general, your packaging tells a story. You want to make sure that the story is captured in the packaging you possess. If you’re still having trouble with doing this, talk to a packaging supplier today, and see for yourself just what you have to do to make sure that the packaging you have fits the narrative you wish to show to the world!
