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Tell Your Brand Story through Labeling and Packaging

TELL YOUR BRAND
STORY
THROUGH
LABELING AND
PACKAGING

Blog Post

Top brands build recognition and promote loyalty

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Jamey Gentry, Director
Marketing Communications

We all know the saying, “You’ll never get a second chance to make a first impression.” It’s true: people tend to be quick to make judgments about strangers at a dinner party, job interview or first date. And those judgments happen very quickly, in just one-tenth of a second in some cases. When it comes to consumer-packaged goods, a person might spend a little more time before making a decision — about 5-7 seconds. So it’s critical for your labeling and packaging to not only attract attention, but tell a compelling brand story that makes a lasting impression.

“A consumer’s product decision-making is based at least one-third on packaging, along with personal preference.” — “The Power of Packaging”

Off the “shelf” and into the cart

Color and design factor prominently into label and package design. You must catch the consumer’s eye and make your product stand out from competitors. This is true whether your product is on a shelf in a brick-and-mortar retail store or displayed on the web page of an online retailer. Consider the web page in the same way you would a store shelf.

Colors are known to influence emotions and behaviors. Black, silver and gold are often associated with luxury and elegance, whereas blue is often used to promote a sense of calm and trust. Ensure your choices in package design reflects your brand in a consistent way, so your product can be quickly and easily identified.

More green and socially aware

Even if you don’t use the color green in your packaging, you should consider how to convey your company’s commitment to sustainability, whether that’s in your labeling, packaging or product manufacturing. Consumers want the brands they choose to be more environmentally friendly and support social causes. A recent study by the Shelton Group found that “86 percent of consumers believe companies should take a stand for social issues, and they’re ready to support that stand with their purchases.”

This is especially true in the health and beauty industry. According to a 2018 Cone/Porter Novelli study, 87 percent of Americans believe the health and beauty industry must have and communicate a sense of purpose. In fact, six in 10 consumers don’t believe a company has purpose unless it’s clearly stated in places they can easily find such as on product packaging.

More connected than ever before

Eco-friendly packaging solutions is just one of the trends identified by Mintel in their 2019 Global Packaging Trends. They also examined the impact of “connected packaging” — packaging components that link physical packages to the online world via QR codes and other graphic markers, near field communication (NCF), radio frequency identification (RFID), bluetooth and augmented reality (AR). Download a free copy of the report here.

Label and product enhancements allow you to tell a fuller and more complete brand story, differentiating your product in a crowded marketplace. Make full use of innovative materials, creative ideas and efficient processes available to you. Check out this Pinterest board for inspiration!

This content also appears on Curtis1000.com

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