The Role of Packaging in Brand Identity

Packaging design is a powerful tool that communicates a brand’s ethos. Colours, typography, and imagery can evoke emotions, influence perceptions, and create a lasting impression. Research shows that consumers form an opinion about a product within seconds, largely influenced by its packaging. 

Thus, reiterating that first impressions are indeed last.

Colour Psychology and Brand Perception

Colours have a profound impact on consumer behaviour. For instance, vibrant colours often signify energy and youthfulness, while muted tones may evoke a sense of luxury or sophistication. Aligning colour choices with brand values can help in conveying the right message.

It is also important to remember what your product stands for, its utility, and what you want it to be perceived as. Once you are zeroed in on that, choosing colours for your brand becomes relatively easier.

Typography and Emotional Connection

Typography plays a crucial role in communicating a brand’s personality. Fonts can evoke emotions, aspirations, and more. Crafting the right message through typography aids in forging an emotional connection with consumers. 

For example - serif fonts convey tradition and reliability, while sans-serif fonts symbolise modernity and simplicity. Depending on the type of product you have, the typeface you decide to use, will do the job for you.

Imagery and Storytelling

Imagery on the packaging is an effective storytelling tool. Visuals can communicate a brand’s narrative, evoke nostalgia, or reflect aspirations. Incorporating relatable visuals that resonate with the target audience can leave a lasting impression.

Think of the last time you saw a juice bottle, a milk can, or a kid's toy. Do some images stand out? Well, there’s your answer.