In an increasingly digital world, interaction between consumer and products at-shelf is becoming less and less necessary. Although e-commerce, social media, and online advertising provide a more convenient link between brand and consumer, we miss out on a key storytelling experience that comes with seeing and handling an object in the real world. In this way, packaging has become a novelty in an age where nearly any product can be seen and purchased right from the palm of your hand.
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 alone, 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. 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.
Packaging gives an interactive edge to boost sales and your brand image in a number of ways. With products at-shelf, one must consider how the product stands out in a sea of its competitors, what message to send to shoppers, how the package physically comes together, and current design trends. All of these come together at shelf to help tell your brand story, which will establish greater trust and recognition between you and your customer base.