How to improve branding through food packaging?
Did you know that one-third of consumer decision making is based on food packaging?
The adage “a book is judged by its cover” seems true. Indeed, a product is judged by its packaging as well. Your packaging is not insignificant: it is just like your product, the very image of your brand!
So you guessed it: the packaging of your product is not something to be left to chance, it is a serious business. Obviously, its main function is to protect the food but it is also an effective marketing tool that should not be left in the background. It is at least as important as the product itself.
Then, what are the secrets to have a great and selling food packaging?
Strong brand identity
The first important point is to have a strong brand identity. Your packaging is the first thing the customer sees. He must, therefore, be able to find all the information necessary to understand what your product is (product description, ingredients, warning signs, …). Putting your brand name alone is not enough to help customers retain your brand in mind. To do so you must represent your whole identity: brand colours, value proposition, brand promise, etc. A strong brand identity visible on your food packaging is the first step to establish your brand.
Then, the colours and design must be really worked on, that’s what will retain the consumer’s eye on your product and probably make it a potential buyer. This design must reflect and match your brand identity. It must also correspond and be in line with the customer experience when testing your product. For example, if your main selling point is that your product is organic and natural, you will make this aspect appear on the packaging.
Your main selling points should appear. What makes you different from the product next to yours or the restaurant next door? Apart from the design, it is this information that leads the customer to you.
Food packaging has to be user-friendly
Your packaging must have to be user-friendly. Before designing your food packaging you must put yourself in the consumer’s shoes and think about how they will use it. Will it be easy to transport? Will it easy to open? Or will it be possible to close it? An adequate answer to these questions will help you differentiate yourself from your competitors and improve your brand image.
The information on your food packaging should be concise and clear. Overloaded food packaging with no understanding of the object will keep customers away. Consumers do not want to have to make an effort to understand what one is all about.
Finally, think about the materials used to make your food packaging. Today, companies must be responsible and act in response to the environmental problem we face. Therefore, consider using sustainable and eco-friendly materials if this is appropriate for your products. In addition to having a positive impact on the environment, some consumers are sensitive to this type of companies’ choices. This can help you to differentiate yourself even more and therefore gain more market share.
Find the right partner to create your food packaging
Partnering with a packaging provider that considers all structural components of your package is key. The shape and style of your package depend on the requirements of your product, your target consumers, and what kind of graphics and features your package needs to have for maximum impact. For this, you can contact FOODABOX. After a study of your product, we can offer you a type, a customizable shape, as well as a packaging design, completely adapted to your product.
Getting your food packaging right is one of the best ways to influence customer purchase and instil loyalty. While the primary function of food packaging is to protect your product, the primary function of food packaging design is to attract consumers.
Remember that food packaging should sell itself.