4 ways packaging can make or break your branding | sunbelt packaging

18
4 Ways Packaging Can Make or Break Your Branding What does your packaging say about your brand? See how some companies have succeeded and others have failed with their product packaging. www.SunbeltPackaging.com Your 1st Online packaging and supply choice for processors and

Upload: sunbelt-packaging-llc

Post on 17-Jul-2015

181 views

Category:

Engineering


0 download

TRANSCRIPT

Page 1: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

4 Ways Packaging Can Make or Break Your BrandingWhat does your packaging say about your brand? See how some companies have succeeded and others have failed with their product packaging.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 2: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

It seems that nearly everyone has something to sell. The retail world has probably never been as competitive as it is now. If there's one company that sells something, there are two-dozen other companies who sell virtually the same thing—either better quality or worse, or cheaper or more expensive.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 3: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

It's hard to get your brand noticed in such a competitive marketplace, and the brands that do well are not necessarily those that are the best, or the cheapest. Rather, they are those that shout the loudest. Let’s give an example.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 4: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Think of coffee shops, and you think of Starbucks. Think of fast-food burgers, and you probably think of McDonalds. Think of smartphones, and you might think of Apple before anyone else. Could you say all these brands make the best products, or is it a case that they are simply the best at branding?

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 5: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

What is Highly Effective Packaging for Branding?

Your packaging determines how your product looks and feels to consumers, initially. If you make the world's tastiest cranberry juice, but you package your juice in dull, brown paper packaging with a logo that looks as if it was designed by your 5-year old daughter, then you might find that consumers don’t bother to buy your product—and that means you’ll never receive credit for your world’s tastiest cranberry juice, and you’ll never sell it.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 6: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

What is Highly Effective Packaging for Branding?Your packaging should give your potential consumers as much of an idea as is possible of your company's core value. If your product is aimed at children, does your packaging look fun and fresh? Do you use bright primary colors? What about your product with women as your target audience? Products aimed at women should use purples and pinks, while products made for men should feature dark colors like dark red and black. Your packaging really does say a lot about you, and it's the best call-to-action available to you in order to get people to make that important purchase.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 7: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Your Packaging - Is it Making or Breaking Your Brand?

As you can see, there are important elements to keep in mind when designing, customizing, and ordering packaging. The packaging is nearly as important as the item itself! What are the key elements to look for when it comes to your packaging?

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 8: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Your Packaging - Is it Making or Breaking Your Brand?

Color-Choosing your color palette correctly is incredibly important. It's not simply a question of “girls liking pink and boys liking blue.”

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 9: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Your Packaging - Is it Making or Breaking Your Brand?

Colors trigger an emotional response in most people. The research has been done over and over, signifying that red equals excitement, green encourages peace, and blue equates to trust. Imagine the following examples:• Red (excitement): Nintendo, Texaco, Coca-Cola, CNN, Netflix, Target, KFC, Budweiser.• Green (peaceful): Animal Planet, Starbucks, Holiday Inn, Hess, Tropicana, Spotify.• Blue (trustful): Dell, JP Morgan, HP, American Express, IBM, Walmart, Intel, General Electric.If you think that all these companies chose their core color by throwing a dart at a paint chart, then you're very much mistaken!

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 10: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Your Packaging - Is it Making or Breaking Your Brand?

LogoYour logo is of course the prime method by which your brand is identified, but that should form only one aspect of your brand when it comes to packaging. Your logo should actually integrate with your packaging, so one influences the other and vice versa. You've likely seen Internet quizzes where the logo has been removed from a product, and you have to identify which product it is. If people can recognize your product without your logo, then you've achieved a desirable level of success.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 11: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Your Packaging - Is it Making or Breaking Your Brand?Tag-lineYour tagline is your chance to get your company message across in as few words as possible. If that sounds impossible, don't forget you can write a complete novel in just six words, like the well-known favorite, “For Sale: Baby Shoes. Never Worn.” Take your inspiration from these success stories:• Nike : Just do it.• McDonalds: I'm Lovin' It.• L'Oreal: Because You're Worth It.• Subway: Eat Fresh.Make your tagline part of your packaging, and it becomes as important a factor of brand awareness for your product and company as your logo or your color palette.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 12: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Your Packaging - Is it Making or Breaking Your Brand?

ShapeThis is the ultimate test. If you can remove your logo and your tag-line from your product, and even change the color, yet people still recognize your product, then you really have cracked the code of effective branding.When choosing packaging for your product, don't be scared to be innovative as long as your packaging remains practical. Just test properly, and introduce any changes gradually.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 13: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

When Packaging Goes Bad

So far, we've concentrated on success stories, but your packaging choices can break your product, just as much as it can make it. Here are a few examples of packaging that went terribly wrong:

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 14: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

When Packaging Goes BadTropicana

In 2009, Tropicana, which is actually owned by Pepsi, ditched their trademark cartons with an orange on the front, for a new, more simplistic design. Unfortunately, the new design mirrored that of generic store brands that are not famed for the freshest, sweetest OJ you can buy. Tropicana lost more than $33 million in just two months before they switched back to the old design.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 15: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

When Packaging Goes BadSun ChipsThe intention behind Sun Chips' re-branding in 2009 was at least morally sound. The company switched the material from which its bags were made to a biodegradable plastic, meaning empty packets could be recycled. Unfortunately, even green consumers didn't like the change as the new bags were extremely noisy and, after a drop in sales, the old bags returned.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 16: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

When Packaging Goes BadGatoradeGatorade had it made as the number one sports drink in the late 1990s holding a 93 percent market share, but it got a little too big for its boots. In one fair swoop, they changed everything: their logo, their packaging, and even their name – they became “G”. The result was a 10 percent drop in sales and a slow fall from market dominance.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 17: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Getting It All TogetherChoosing the right packaging is not a simple task, but you need to take as much care concentrating on your packaging options as you do on your products themselves. By doing so, you'll create a consistent and memorable message that will help you to achieve repeat purchases and increased revenues.

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.

Page 18: 4 Ways Packaging Can Make or Break Your Branding | Sunbelt Packaging

Getting It All Together

When it comes to your company's packaging, why not consult the best before you decide where your packaging adventures are likely to lead you? At Sunbelt Packaging, we have years of experience in dealing with package options of all shapes and sizes, and we're willing to share that experience with you. Contact us today for a consultation, or head to our site to order your new packaging today!

www.SunbeltPackaging.comYour 1st Online packaging and supply choice for processors and

manufacturers.