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How to Let Your Packaging Speak for Your Brand
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“Don’t judge a book by its cover,” says a popular adage.
We like to think we can see past a first impression, but that’s not always the case. And in CPG sales, it’s rarely true. Plenty of shopper research shows how fickle consumers can be right at the last moment of putting your products into their cart – whether it’s in real life or online.
Your packaging has to do some heavy lifting: Your entire brand story needs to be available for split-second decisions. Packaging is the silent salesman for your brand; it’s there to speak for you when you aren’t around.
In almost two years of podcasting, I’ve found my guests open and generous with their insights into the good food industry. Packaging is a topic that has come up time and again. In this episode, I’ve pulled several clips that speak directly to the challenges small food brands face: design, budget, and getting shoppers’ attention.
I’m sharing tips about conducting market research before you begin a design project, new technology that is accessible to small brands, ways to extend your mission of sustainability into your packaging choices, leading your packaging design process with your brand strategy, and how a package redesign project directly impacted the sales success of a small regional brand.
Virginia Foodie Essentials:
- Packaging is your silent salesman. Your package design needs to tell your brand story when you aren't there to explain it to the shopper. - Georgiana Dearing
- Confusing your audience and making it hard for them to use your product is never a good idea no matter the cost savings. - Georgiana Dearing
Links to the Full Episodes:
- Sharing the Joy of Pasta with Chef Stephanie Fees
- Packaging 101 with The Packaging Chic
- Scrumptious and Sustainable Cookie Biz | Julie Strange
- Reach For It! Product Packaging Secrets with Watermark Design Packaging
- Elevating Home Bartending | Crescent Simples
- Strategy-Led, Design-Driven Branding with Steve Redmond of Rival Brands
- Is Your Packaging Helping or Hurting Your Sales?
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