How Product Packaging Affects Brand Perception

When building your brand product, packaging may be the last thing that comes to mind. After all, it’s just a box. What matters is what’s inside, right?


Your packaging is often your customer’s first experience with your brand. If you don’t make a good impression the first time, it can be difficult to make the second time.

Let’s Talk Numbers

How consumers receive a product affects their perception of your brand. Don’t believe it? Let these statistics surprise you.

  • Forty-four percent of consumers say that good packaging reinforces that a certain product is worth the cost.
  • Fifty percent of shoppers say they’re more likely to recommend a product with branded packaging.
  • Sixty-one percent say customized packaging gets them more excited to receive the package.
  • Sixty-eight percent say good packaging reinforces that the brand is upscale.

Packaging your products is just like dressing up for a job interview. You need to look your best, or else your interviewer won’t take you seriously. That’s a potential job flushed down the drain.

Just like a job seeker, your products should “dress to impress.” Doing so not only gets you customers but also helps you retain and multiply them.

The Ultimate Guide to Packaging Your Products

Packaging is more than just a container for your product. It’s a sensual experience that tells a story. But just how are you going to capture your customer’s attention through your product packaging?

Here’s a four-step guide to help you create a winning packaging design.

1. Consider What You’re Selling

Your packaging needs will depend on what your product is and how it is sold. How big is your product? Is it delicate? Who buys them?

These questions will help you determine any logistical needs for your product packaging. Delicate products like jars and bottles need more secure packaging. Some products may require custom packaging instead of a traditional box, especially if they have odd dimensions.

It also depends on whether you’re selling retail, wholesale, or online. If you’re selling directly to consumers in a retail store, you’ll need to up your packaging design to stand out from the competition.

2. Marry Your Packaging and Branding

Some products stand alone; some will represent your brand. Maintain consistency in your branding by applying your aesthetic to your product packaging. You’ll also need to include the necessary content when getting your packaging printed.

Some of the information to take note of include the following:

  • Brand requirements. Colors, fonts, logo—you’ll need the exact ones you use in your branding to keep it consistent. Consistent branding across all platforms ups your revenue by 23 percent.
  • Content requirements. Different industries require brands to put certain content on their packaging for legal reasons. This includes barcodes, association logos, nutritional information, and the like.
  • Written copy. Place a catchy product name and description that’ll entice your customers to make that purchase.

3. Consider Hiring Professional Help

If you don’t have a graphic design team with marketing expertise, consider hiring professionals to create your product packaging design. These custom-packaging designers are experienced in fusing your brand elements into the packaging and making it unique.

Of course, they’ll make sure your packaging meets the standards set by your industry and any government regulations concerning the product.

4. Choose the Right Packaging Materials

Your packaging materials are just as important as the design. As much as possible, make sure your packaging is environment-friendly. A huge number of consumers is not likely to make the purchase if a product’s packaging is not sustainable.

For example, if you sell homemade jams, it’s best to place them inside Mason jars and wrap them nicely in a brown paper bag. Mason jars give a homey vibe and can be reused by customers many times over.

Also consider the dimensions of your packaging. Especially for online orders, make sure to use the smallest packaging possible. This does not only cut down your shipping costs but also lessens your environmental waste.

Make a Lasting Impression

A seemingly inessential detail such as your product packaging can make or break your customers’ perception of your brand. Put extra effort in wrapping your products through these easy steps and tips. First impressions often last; make it count. You’ll thank yourself for it in the long run.