The Importance of Packaging to Improve Brand Image

Print and marketing entrepreneur James Alton Bechand is the founder of Aris Graphics and Mesh Creative Group. The winner of numerous Pop Times Awards for excellence in graphic production, James Alton Bechand works with small businesses to improve their product packaging.

Packaging matters. Good packaging can generate tons of sales for brands. Poor packaging, on the other hand, can kill a brand in so many ways. The first is by not attracting customers. The packaging is the first thing a customer sees and is how he or she judges a product worthy of purchase. Getting it wrong is detrimental to sales and the brand’s reputation.

Another way is product damage. If a product is not ideally packaged to go through the supply chain channels, without succumbing to sub-optimal conditions, customers can be turned off. So, while companies may be tempted to go light on the packaging to save costs, they should be mindful of how such a tactic could hurt their sales or lead to high product returns.

To do packaging right, brands can involve customers in the design process to get their perspective rather than basing their decisions on internal opinions. They should also align their product packaging with their own brand story and consumer expectations while differentiating it from the competition.