Packaging is not just a weird name, it is the main communication channel for your brand.

The corporate identity of a brand or product refers to its physical aspects in which the visual characteristics of its personality are graphically included. Like the logo, packaging is one of the brand’s main communication channels with the end customer, because it is one of the first things that the customer sees.

Obviously, the final function of packaging is not to impress, but to preserve the products, keep them in good hygienic conditions and prevent them from spoiling during transport, but also through it, messages of added value that are part of the identity can be transmitted. and that can lead the consumer to purchase action.

The complete packaging is made up of the container, wrapping, label and packaging.

Let’s start by understanding what packaging is.

We can say two types:

• Primary packaging: What is the one that is in contact with the product (liquor bottle, can of preserves …)

• Secondary packaging: One that reinforces the function of protection, manageability, transport, presentation and grouping of packaging (for example, the cardboard box containing a perfume bottle).

As for the packaging, it is generally a thin and light material that is incorporated into the product and can fulfill both the protection function and even advertising. For example: the typical paper that covers a hamburger.

For its part, the packaging is what is on top of the product and serves to protect it during transport.

Another part of the packaging and not exactly the least important is the label, which, in addition to serving as an information channel on ingredients, values, legal requirements, etc., is also a promotional tool. It is a clear differentiating element compared to the competition.

Packaging and branding

Since a product is something that is put on the market to satisfy a consumer’s need or desire (remember that Marketing seeks needs, it never creates them), it must be something more than an object with physical characteristics. A product will be everything that the consumer perceives of it, neither more nor less.

And related to the perception of a product is the packaging, one of the psychosocial elements of a product, which can make it different from the rest of the products in its range. If when selling a product not only its technical characteristics are taken into account but also psychosocial factors, we will achieve that the consumer perceives our product as unique and different from other products with the same technical characteristics but different psychosocial aspects, those aspects that are consistent to the role and status conferred by their possession and use.

Finally, we leave you three important points for your packaging to be effective:

• The image must be consistent with what we believe our potential client or target audience wants and / or needs, for which we must know it well.
• The colors, fonts, materials must be in line with the type of product we sell and, above all, with its identity. We cannot sell organic tomatoes in plastic.
• This would be, how little, discordant. You can use slogans and / or claims for both call to action and key messages that are relevant to your target audience.