Have you ever picked up a product solely because of its packaging design?
Have you ever picked up a product solely because of its packaging design?
We all love reading and listening to stories.
Almost everything tells you a story, a book, an old medal at home, or an old ticket for some event you visited a year ago. All have some stories to tell, and packaging is no different.
Have you ever picked up a product solely because of its packaging design?
68% of consumers get influenced by brand stories, and 55% are more likely to consider buying from the brand. Further, brand stories can increase trust and brand connection by 4%.
Remember, storytelling improves conversion by 30%.
Packaging design is not just about wrapping a product; it's about creating an experience for the customer. It's about telling a story that resonates with the consumer and makes them want to buy the product.
In this article, we will explore how packaging design can communicate a brand story, connect with customers, and ultimately boost your marketing strategy.
How a product is packaged can tell many things about the brand. Using colors, unique shapes & sizes, and a thoughtful design process can create a dynamic brand story that helps them to stand out from their competitors.
In addition, the consumers also remember how the packages feel and look, so using the packaging design and material that fits your brand’s story ensures that they have the best possible unboxing experience.
Storytelling is a great way to create a long-lasting impression with your customers. Customers connect emotionally to a story that speaks to people and evokes feelings. And these emotions are a key aspect of storytelling.
When done right, packaging can create an emotional connection with potential customers and help them to remember your brand over competitors. Furthermore, it helps to enhance the customer experience and sets you apart from competitors.
However, it is important to understand what story to tell. The story can be about how the brand was founded, its history, value, personality, product, and unique selling proposition that helps your brand differentiate in the crowded market.
Using different elements such as color schemes, fonts, shapes, and typography will make it easier for consumers to recognize you easily. Packaging can capture attention and convey the right message with elements and stories.
Remember, a key point of storytelling packaging is to determine the message that connects emotionally with your customers.
Reflecting your brand personality is a must to connect with your potential customers. Showing an authentic story through packaging can help you create an emotional connection with your customers and attract potential buyers.
Here are 5 key elements to craft engaging packaging storytelling-
Knowing your audience is the foundation of storytelling so that it resonates with them. Defining your audience is important unless you try to sell everyone out there.
But what if you share the story with the wrong audience?
Your wrong audience might not resonate with your brand story, product, or pain points your ideal customers face. Vica versa, if your story is wrong, you could attract the wrong audience and lose them.
In other words, you need to spend a fair amount of time understanding who your customers are and their pain points. Find your customer's stories and incorporate them into your own to resonate with them.
In short, to tell a good story, it is important to know about your ideal customers' interests, pain points, and what resonates with them.
It’s important to consider the emotions and perceptions you want customers to associate with your brand, as it can help you build a positive brand image.
Do you want to come across as trustworthy, reliable, and professional? Do you want to be seen as fun, innovative, and creative? Or are you aiming for a sense of luxury and affordability?
It’s important to consider that your story reflects your brand value and the message you want to convey to your target audience. It should include your company's mission and values, your target audience's pain points, and your competitors' brand positioning.
The ultimate goal is to create a story with a cohesive and authentic brand persona that resonates with your customers and helps you stand out in a crowded market.
The end goal of any story is to make its hero stand out by showing its story. In this case, making your product the hero involves highlighting its unique features, benefits, and quality that set it apart from competitors.
Showcase your product in a way that demonstrates how it solves a problem or fulfills a need for your target audience.
Utilize customer testimonials and success stories to add credibility and trustworthiness to your product. By positioning your product as the hero, you can increase its perceived value and attract more customers searching for a solution like yours.
This engagement can help to transform your product from just another item on the shelf into something customers actively want and need.
When we talk about telling a story, visuals and colors play key roles in delivering the message you want to convey to your customers.
Colors evoke certain emotions and feelings that can help consumers form an immediate impression of your product.
For example, Bright, vivid colors are often associated with energy and excitement. Cool, muted tones, on the other hand, can create a sense of calmness and serenity. It's important to consider the type of feeling you're hoping to evoke when selecting a color scheme for your packaging design.
A report from ‘The Impact Color on Marketing,’ shows that 90% of customers judge a brand or product based on its color.
Remember, there are various other elements of storytelling through packaging, but colors or visual elements can create a positive or negative impact on the customers. The colors represent your brand, story, and product, so choose wisely.
Packaging design is important for telling a story and creating an ambiance. The choice of material in packaging can greatly enhance the storytelling aspect of the product, as it can convey important information about the product's quality, sustainability, and brand image.
Marketers should consider the product's representation when deciding on a package’s design materials. Bright colors and eye-catching shapes are a great way to attract attention, but if a product is eco-friendly, you can use cardboard or recycled materials to send a positive message about the brand.
The choice of the packaging material can greatly impact the storytelling aspect of a product while also influencing its environmental impact and perceived value.
Packaging design can be a powerful tool for brands to tell their story and create a lasting impression on consumers. It creates an emotional connection with the consumer by conveying the right message.
By incorporating imagery, typography, color, and experiential elements, brands can create packaging designs that look great and effectively communicate their brand's message to their target audience.
So, the next time you're designing packaging for a product, consider the power of storytelling and how it can make a difference.
If you want to add the power of storytelling to your Packaging, contact us at design@bizongo.com.
We are Desworks, the design arm of Bizongo. We design brands, packaging, products and have delivered 85+ successful projects in the last 5 years of our existence.
Our winning formula for brands, packaging has a mix of aesthetics, functionality, and experience.
We Bizongo Desworks are here to make your (brand, product & packaging) design work.