In an increasingly digital world, interaction between consumers and products at-shelf is becoming less and less common. Although e-commerce, social media, and online advertising provide a convenient link between brand and consumer, we miss out on a unique and integral storytelling experience that comes with seeing and handling an object in the real world. For this reason, not only is your packaging a necessary structure to house your product, but its visual design also needs to work harder than ever to attract consumers and tell your brand’s story.
Your brand story is what makes it possible for you to connect to the world at large. It’s the thread that ties together your values, visual identity, and what you have to offer your target audience. Although a cohesive brand story can be told through marketing communications, packaging provides a unique opportunity through which you may express your brand. This transforms the experience of learning about a brand into one that is interactive rather than passive. Instead of seeing a static ad pop up while browsing social media, the shopper is intentionally in the store for the sole purpose of shopping, picks your product off the shelf, and evaluates it in a three-dimensional world. In addition to providing a visual outlet for storytelling, packaging is important for brand recognition, providing protection and convenience, influencing consumer shopping habits, and attracting new customers.