In our daily life, packaging is not a stranger anymore. In addition to the main aim to protect the product or material contained therein, the other reason is to consider the security aspects, ease of distribution delivery. And in this discussion, is its function as an identification tool.
Almost all consumer goods sold in the market put on packaging and labeling as an identity that distinguishes one product with another, especially the kind.
For example, a detergent powder product will be very difficult to distinguish from the manufacturer if not packaged in accordance with the characteristics of each brand.
In other words, we can see that packaging design is one of the most important elements in the process of building brand awareness, effective packaging design is a manifestation of an existing brand, and can bring the brand experience to the consumer.
Good packaging design should also reflect the brand image, showing the side of a balance between function and personality, in addition to simply look good and stand out in the eyes of consumers.
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Good Packaging Samples
Some example we can consider:
Anna Sui Packaging
A cosmetic and perfume products from Anna Sui. Amid the various series of beauty products that look similar in department stores, Anna Sui product packaging stand out.
Carries the style of Anna Sui's design philosophy is eclectic, with a mixture of inspiration from art comes to street fashion, rich in color, and blend elements of flora and motives; series of product packaging represents the idealism of the brand.
Use contrasting colors and bold, coupled with a unique form of packaging such as rosebud, up mannequin head, it all creates a strong statement inherent in memory, and establish brand loyalty development.
Using a range of products from Anna Sui to be a way of self-expression for its customers, which is no longer just a packaging material that serves to protect the content in it, but at a deeper level that is as a medium that can create an emotional connection with the users.
Also please keep in mind that from the above example, it does not mean that the successful implementation of the packaging design can only be achieved if the design is rich in color and bold in taking extreme forms. All should be returned to the self identity and personality that is owned by the brand.
SK-II Packaging
Let's look at another example of facial care brand from Japan, SK-II, with its philosophy "Live Clear". The essence of the brand is delivered by a range of products designed to clean and elegant packaging. The red color as a distinctive signature color that blends with neutral colors like white or silver.
Appearance of a clear and clean packaging convey the image of the brand as a product that has a property to make skin look so healthy, white, and sparkling. This proves that the packaging should convey competence and confidence of the brand so emotionally affecting consumer to buy the product.
Conclusion
Never underestimate the various advantages as described above because the packaging can be a medium that can strengthen your brand image with its functional, but also communicative. There are several elements that can influence the design of a package to look stand out, can be of colors, shapes, graphic elements event font selection.
As the media that represent the brand, the packaging must be well designed and contains attribute or identity of the brand, such as the brandmark, or other graphic elements as characteristic of the brand. The key is consistency, composition and the structured packing layout, and supported with an attractive design visualization.
When consumers buy your product instead of only in terms of function or need, but also because it is interested in your brand packaging because there is relevance to consumers, it means your packaging already have a plus, strong and will stick in the memory of consumers.