The Role of Custom Packaging Design in Branding and Consumer Experience

In today’s market, custom packaging design has a direct impact on branding and the consumer experience.  At C.L. Smith, we understand the role of packaging in brand identity and customer satisfaction and work to ensure both in our packaging solutions.

Package Design & Branding

One of the most important roles of packaging design is recognition and visibility of branding.  The selection of packaging helps to reinforce a brand’s values and support consumer brand awareness.  Consideration of colors, fonts, taglines, and logos should all be included to align with overall brand identity.  It can also be used to deliver an emotional connection to a product such as nostalgia, joy, or excitement, creating a memorable experience for consumers, making it more likely that they will remember or recognize the brand in the future.

Package design is also important to make a product stand out on shelves and become instantly recognizable.  Three seconds, that’s the average amount of time it takes a consumer to select a product when shopping in-person.   Think about iconic brands and what their packaging represents, can you visualize the packaging of Tiffany Jewelry, Clorox Bleach, Heinz Ketchup, Tide Laundry Detergent?  Each of these brands is not only recognizable, but also has a perception of quality that is communicated to the customers. 

Does your brand have a focus on sustainability and environmental responsibility? Packaging sustainability is growing in importance among consumers.  C.L. Smith offers a variety of options to support sustainable solutions such as alternative or single recyclable substrates, PCR (post-consumer resin) to reinforce that a brand is socially responsible and environmentally conscious.

Package Design & Consumer Experience

Equally as important as visual aesthetics is the package performance.  The primary role of packaging is to transport & protect the product being sold.  Does your packaging fulfill this requirement?  Functionally designed packaging ensures that it is easy to use both for the product filler as well as the consumer.  This is very important as it can enhance the overall user experience and impression on the consumer as well as further support brand recognition. 

For e-commerce selling, special consideration should be given to the unboxing experience for the consumer.  There are a variety of interactive elements that can be added to the packaging to leave a lasting impression, for example:  smart packaging, utilizing a QR code, to share a specific feature or functionality of the product.  Can you think of brands that dominate the unboxing experience? 

Custom packaging also serves a primary role of communicating usage instructions or any hazard notifications with the consumer.  Often, this is done with custom labels and artwork directly on the packaging.  The messaging should be easy to locate, read, and follow for an optimal consumer experience.

The C.L. Smith Process

At C.L. Smith, we have built our reputation on providing service and value to our customers.  From design to functionality, we have what it takes to ensure your product is contained in the perfect packaging.  Our process is simple, we do what it takes to learn about your company, your product, and your packaging needs.  Once we have the necessary information, we utilize our strong supplier relationships and leverage our buying power to source it for you at the most competitive price available.  We make your business, our business.

Contact C.L. Smith Today to Learn More!