Branded packaging as a marketing tool: why it works, useful features, and nuances

Branded packaging has long ceased to be just a protective shell for a product. It is part of a marketing strategy. One striking example is Starbucks. Their recognizable cardboard cups with the logo have become not just packaging for coffee, but part of the culture. People willingly share photos of coffee in these cups on social media, which turns them into free advertising for the brand. Thanks to this, Starbucks not only attracts new customers, but also creates a community of regular buyers. Well-designed packaging increases trust in the product, helps the brand stand out from its competitors, and increases sales. All this makes it one of the tools for promotion.

Why branded packaging works

Packaging is the first thing a buyer notices when they see a product in a store window or in an advertisement. Its appearance largely influences whether a person will choose a particular product or not. Here are a few reasons why branded packaging works:

• When the packaging is unique, beautiful, and evokes positive emotions, customers remember the brand and return to buy its products again.
• Unusual and stylish packaging draws attention to the product on the shelf. It stands out among other products. Attractive packaging creates a positive first impression. Many people tend to buy products repeatedly because they immediately liked the packaging and quality.
• Branded containers, bags, or boxes with the brand logo and other company attributes make the brand familiar to people. Such packaging conveys the company's values.

Branded packaging helps shape the company's image. People tend to buy what they are familiar with. When they see a familiar logo and product packaging design on the shelves, it increases sales.

Useful features of branded packaging

When creating branded packaging, it is important to consider several factors. If the packaging is convenient and functional, the product is pleasant to use. It is easy to unpack, and the packaging itself protects the product from damage. Some brands make biodegradable packaging or packaging from easily recyclable materials. The packaging must be made of high-quality materials and printing.

When creating branded packaging, it is important to consider not only its appearance, but also other factors, such as:

• It must be convenient to transport and store.
• The packaging is made in accordance with legal requirements depending on the category of goods.
• It is important to strike a balance between the uniqueness of the design and the budget for its production. Consider whether it will be possible to produce the packaging continuously or order it from other companies.

Branded packaging can be made in various forms and from different materials depending on the product and the company's strategy. Boxes, bags, tubes, or cans are most often used. They can be square, rectangular, cylindrical, or even non-standard in shape.

The material for branded packaging can be cardboard, plastic, metal, glass, or paper. To attract the attention of buyers, it is decorated using corporate colors, logos, and unique design elements. Special coatings, such as glossy or matte, look original and help the product stand out on the shelf.