Why Is Choosing The Right In-House Packaging Critical For Brand Image?
Why is choosing the right in-house packaging critical for brand image? Packaging works as a first impression for your product and brand. It heavily influences customer perception and purchase behaviour. Continue reading to learn why getting in-house packaging is invaluable to get right, but not always a straightforward solution for businesses.
The Role Of Packaging In Brand Image
Packaging and brand identity go hand in hand in more ways than you may initially think. Nowadays, consumers hold a lot of value in aesthetics. The way you present your product, the materials used, and the colours all contribute to how your brand is perceived.
Judging a book by its cover rings true when it comes to packaging. While the quality of the product inside matters immensely, it tends to feed more into brand loyalty. When it comes to brand image, an initial opinion is based on what we see.
Being the catalyst to an initial sale is only one function that packaging has. But there are many ways that packaging influences how a brand is perceived:
- Brand Identity: The quality of packaging can speak volumes about where a brand aligns itself in its market space. From the style it is printed, to its intricate design, packaging can help engage consumers and help a brand make its stamp in a competitive market.
- Building Consumer Relationships: In some cases, packaging can influence how a product is used and/or dispensed. This can take a toll on how useable it is, how long it lasts, and whether it is a positive user experience. Packaging can even be multi-use or reusable, adding value to the initial product and fostering brand loyalty.
- Conversion: Products need to stand out on shelves. Packaging can be the final straw standing between your product remaining on the shelf and making a sale. Attractive packaging can help your product appear more favourable.
- Protection: The appearance and condition of packaging can influence consumer’s perception of the product inside. Battered, low-quality packaging can dissuade potential buyers from making a purchase. This also rings true for products sold on an e-commerce platform. Packaging must be sturdy enough to withstand shipping and repackaging. In all cases, aesthetics and adequate protection must weigh up in equal measure.
Why Is Choosing The Right In-House Packaging Critical For Brand Image?
The appeal of packaging can strongly influence how a brand is perceived and create memorable unboxing experiences. Some packaging choices can conjure notions of nostalgia, like opening a new toy on Christmas day.
Innovative packaging choices can even lead to free promotion on social media. There is an entire segment of viral social media content, purely dedicated to ‘unboxing videos‘. This spreads brand awareness, which is another reason to ensure packaging is on point and accurately communicates brand image.
Why In-House Packaging Solutions Can Be Tricky To Master
Balancing Cost And Quality
Choosing the right in-house packaging is crucial for brand image, but it is not always straightforward to execute properly. Most businesses that make packaging decisions in house choose to do so to try and cut costs.
However, in-house packaging requires access to resources and materials, as well as inflated labour costs and time allocation. This can become expensive and an attempt to cut costs further can result in cheap-looking packaging.
Gaps In Expertise
It’s not a case of ‘one-box-fits-all’. Rolling out a successful packaging strategy requires specific expertise and resources, as well as staying on top of the latest trends and technologies, and understanding consumer expectations.
When it comes to in-house packaging, without the relevant expertise and understanding, it can result in outdated packaging designs, lack of sustainability, and being lost in the market space.
Sustainability Missteps
Especially in the current climate, consumers are increasingly eco-conscious. Many customers who value sustainability are shunning single-use or non-recyclable packaging. To continue healthy business growth, packaging must align with customer values. Without ample expertise and access to resources, misteps in sustainability can alienate potential consumers.
Choosing The Right Packaging Service Critical For Brand Image: So Choose Granby
So, why is choosing the right in-house packaging critical for brand image? Because it can be a hefty investment and informs how a brand is perceived.
It is a lot to take on, especially for smaller businesses. Even large conglomerates can struggle with keeping on top of seasonality and consumer trends.
That’s why, at Granby, we offer accessible contract packaging services that protect your brand image. We can help with gift packing, packaging design, improvements, clip stripping, sleeving, and packaging for dangerous goods.
Sustainability is at the centre of everything we do here at Granby. We assist brands with meeting their sustainability targets while ensuring our packaging solutions are cost-effective, attractive, easy to assemble, and robust. Don’t just take our word for it, you can access our case studies here.
If you would like to find out more about our collaborative contract packaging solutions or would like to work with Granby, please contact us by emailing hello@granbymarketing.com.