How Packaging Plays a Key Role in Branding

If you think that just manufacturing the finest quality product is enough to increase its market growth, then you are very much mistaken. It is time for you to realize that product packaging has a significant impact on increased sales as well. In this article, you will get to know how packaging plays a key role in branding.

Besides making your product attractive, packaging also protects the item from damage and mishandling during transportation.

However, you have to make sure that you are strategically packaging your product to keep the experience convenient for the users and manufacturers.

Why Is Packaging Important?

Packaging is the first thing that goes past a customer's eyes while shopping in retail stores and malls. For instance, if you step in the toiletry aisle, and see a number of soaps displayed, you will definitely eye the one which has the most appealing packaging.

This is because colorful and playful soap packaging attracts the customers. Mentioning the flavor or scent is also a plus point. The material of the packaging should also be durable and nice to feel.

You notice how a bar of soap is a very simple commodity yet its packaging matters a lot.

Packaging and Branding – An Ultimate Affair:

There are many features that your packaging can include to help you out in promoting your brand. This will ensure that you are a strong competitor in the market and can attract a larger audience.

Here, we will give you an explanation of how some things can add up to give you a better market for your products.


Providing relevant details about the product is extremely necessary for branding.

When a customer picks up your product, the packaging itself should work to advertise the product. For this purpose, you have to keep in mind that you are putting all the relevant details necessary to grab the attention of customers.

It is also crucial to mention the promising taglines that are easy to comprehend but compelling at the same time. In fact, anything that can positively highlight your product is a blessing.

Many times, customers are looking for "halal" products or products that are gelatin free. Thus, mentioning this on the packaging will make your brand stand out.

Edibles can also have appropriate details that will help create brand awareness. You can put Calorie Count Tables and Nutrition Facts on these products too. This lets the customer know about the ingredients and calories just at a single glance!

Innovative Ideas:

Packages that have a sleek design make their appearance better than other competing brands.

This goes especially for gadgets and watches. Their packaging is mostly so luxurious that it does not only make a great gift set but also increases market value.

Smartphones need to have smarter packaging because a small box has to house the manual, warranty card, charger, data cable, and similar other things.

Bringing Changes

Who doesn't like changes and varieties? It's actually refreshing to see the new packaging of a product that you have always used!

By using new and better fonts, color themes and various other graphical designs, you can take your branding to the next level. One such brand is Coca Cola, which has changed its bottle packaging massively over the past few years.

Moreover, it is important to make sure that your packaging goes well with the audience you are going to cater. Selling a product for children? Use animations for your packaging and certain flavors that are appealing to children like bubble gum, chocolate, and strawberry.

If your brand sells to elderly people, then make sure the font is bold and larger in size. This accounts for better readability.

Some products are gender specific, and you can use the colors blue and pink to help specify it.

Variety of Sizes

A range of products come with varying sizes: small, large, mini, travel, family size, etc.

When you allow your customers to choose from a variety of sizes, it increases your market growth. Having a lotion bottle that you can keep on your dressing table and in your bag at the same time sounds good, doesn't it? This is possible when the brands make the same product of a larger and mini size both.

Travel sizes of products like toothpaste, sanitizers and hand washes are also readily available. If you have a party or a movie night, then you might find yourself looking for a product that will fulfill all your needs, and this comes with family-sized products.


Let's be honest, how many times have you picked an item solely for the fact that it had a "FREE" tag on it? "FREE" tags have proved to be super attractive for customers and a very important strategy to get your branding to be effective.

Attaching a free mug to a coffee or tea bottle, a free toothbrush to a box of toothpaste or a ketchup bag to a mayonnaise bag are some of the ways in which you can actually gather a larger audience for your brands.

Special Editions

Occasionally, it's better to roll out products that have customized packaging suited to a certain holiday or some special day.

To illustrate, putting red hearts on chocolate boxes works well for Valentine's Day. You can also design the package with red and green confetti for Christmas. Hershey's chocolates come with a special green minty twist – a special edition for Christmas!

Some products sell better when you mention ‘limited edition’ in bold and red letters. But you have to come up with a spectacular marketing strategy to sell these products as well.

Packaging Durability

A delicate product requires a very secure packaging. It might also need a ‘fragile' sticker on the box to help overcome any damage during transportation.

If a product is not prone to damage, then the packaging doesn't have to be so elaborate. For example, if you are selling cutlery, then you have to invest a lot in safe packaging, but if you are selling toothpaste, then your work is super easy! Just a cardboard box and voila, you are done.

Final Words

There is no doubt that advertising and manufacturing of the product are two very important aspects for better brand recognition and increased sales. However, it must not be forgotten that packaging plays a huge role too.

To help sell your product better, you must be sure about the fact that packaging and branding go hand in hand.