• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Labels & Packaging
    • Markets
    • Technology
    • Equipment
    • Supplies
    • Buyers' Guide
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Exclusives
  • Labels & Packaging
  • Markets
  • Technology
  • Equipment
  • Supplies
  • Buyers' Guide
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Editorial
    Columns
    Digital Edition
    eNewsletter Archive
    Our Team
    Subscribe Now
    Advertise Now
    Top Features
    Label Insights: Kocher + Beck highlights GapMaster enhancements

    Die Technology

    Ink Innovation

    E-Commerce Labels

    Contingency Planning
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    TLMI reveals Eugene Singer Award winners at Virtual Spring Summit

    Monadnock Paper Mills joins SGP

    ACTEGA helps converter reach sustainability goals

    Bobst enhances design of Mouvent LB701-UV digital label press

    FINAT to hold online networking, educational forum
    Blog
    Video Bites
    Beauty & Personal Care Labels
    Beer Labels
    Beverage Labels
    Flexible Packaging
    Folding Carton
    Food Labels
    Glue-Applied
    In-Mold
    Industrial Labels
    Medical Labels
    Pharmaceutical Labels
    Pressure Sensitive
    Prime Labels
    Promotional Labels
    Security Labels
    Shrink
    Smart Labels
    Specialty Labels
    Spirits Labels
    Wine Labels

    Enprom helps converter respond to flexible packaging needs

    anytron assists medical device company with labeling

    Deep dive into the packaging supply chain

    Fortis Solutions Group acquires Total Label USA

    Schreiner MediPharm develops NFC-Label for Ypsomed’s UnoPen injector
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    TLMI delivers optimism about future of label industry

    Five product label design trends for 2021

    TLMI reveals Eugene Singer Award winners at Virtual Spring Summit

    Monadnock Paper Mills joins SGP

    Epson SurePress reaches milestone
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    Monadnock Paper Mills joins SGP

    ACTEGA helps converter reach sustainability goals

    Bobst enhances design of Mouvent LB701-UV digital label press

    Epson SurePress reaches milestone

    Mark Andy organizes international webinar for students
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Bobst enhances design of Mouvent LB701-UV digital label press

    Epson SurePress reaches milestone

    Maxcess updates user interface for Fife guiding Sensor

    Mark Andy organizes international webinar for students

    Mark Andy launches monochrome digital print bar
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    Monadnock Paper Mills joins SGP

    ACTEGA helps converter reach sustainability goals

    Dantex debuts new capabilities with white ink opacity

    VideoBite: Sun Chemical drives label and packaging innovation

    Siegwerk partners with Kotkamills
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    UPM Raflatac

    Corotec Corporation

    Mechanical Specialties, Inc.

    KTI

    Dantex Group
    Industry Events
    Webinars
    Live from Show Events
    • Magazine
      • Current & Past Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Company Profiles
      • Label Converters
      • Trade Associations
      • Add Your Company
    • Labels & Packaging
      • Beauty & Personal Care Labels
      • Beer Labels
      • Beverage Labels
      • Flexible Packaging
      • Folding Carton
      • Food Labels
      • Glue-Applied
      • In-Mold
      • Industrial Labels
      • Medical Labels
      • Pharmaceuticals Labels
      • Pressure Sensitive
      • Prime Labels
      • Promotional Labels
      • Security Labels
      • Shrink
      • Smart Labels
      • Speciality Labels
      • Spirits Labels
      • Wine Tables
    • Markets
      • Africa
      • Asia
      • Australia
      • China
      • Europe
      • India
      • Latin America
      • Middle East
      • North America
    • Equipment
      • Digital Printers & Presses
      • Flexo Presses
      • Label Converting Equipment
      • Label Fishing Equipment
    • Supplies
      • Dies And Tooling
      • Flexo Supplies
      • Ink & Coatings
      • Prepress Supplies
      • Pressrooom Supplies
      • Substrates
    • Online Exclusives
    • Slideshows
    • Experts Opinions
    • Videos
    • Podcasts
    • Infographics
    • Blog
    • Whitepapers
    • Events
      • Industry Events
      • Live from Show Events
      • Webinars
    • Jobs
    • Resources
      • Supplier Gallery
      • Literature Showcase
      • Homepage Showcase
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    Sometimes what’s on the outside is what counts

    In addition to sparking interest and pushing sales, packaging has a lasting impression by communicating a brand story.

    Sometimes what’s on the outside is what counts
    Sometimes what’s on the outside is what counts
    Related CONTENT
    • Label, packaging errors hurt customer service
    • What the dark side of the horse racing industry has taught us
    • When packaging goes viral
    • Top-notch quality won’t supersede poor customer service
    • Cancel Culture
    Jared Powell05.15.18
    With one-third of consumer purchasing decisions based on packaging alone, premium packaging has a huge influence on buying decisions and creates ripple effects in word-of-mouth advertising and social media. In addition to sparking interest and pushing the sale, packaging has a lasting impression by communicating a brand story.

    With the increase in social media use, there’s a 74 percent chance that 18-25 year olds will share a picture of packaging on social channels. In a hyper-connected world, online presence and perception is crucial to brand and product success and perfecting visual elements while offering a premium feel can play into attracting new consumers and demonstrating brand image cohesion.

    The Elements of Packaging Choices
    Various factors including color, typography, image, brand name, structural design and print finishes all go into the creation of a brand and product’s packaging. Each visual choice made during the design process can influence the way a consumer views a commodity and organization. While the reaction to the physicality of a product can vary person to person based on personal history, there are common trends that can be identified in our culture.

    Colors, for example, can evoke different emotional reactions from an audience. Green can evoke a sense of peace, growth and/or health, while blue can represent trust, dependability and/or strength. Similarly, fonts can emotionally sway a prospective customer toward specific reactions to what he/she is buying. Serif fonts, for example, are seen as traditional, trustworthy and have more of an air of formality than cleaner sans serif fonts.

    Packaging in the Social Media Era
    After the initial purchasing phase, there’s a high probability of a product being shared via social media channels. Facebook alone has over two billion active monthly users, while Instagram comes in at 700 million, Twitter at 328 million and Snapchat at 255 million. Images are uploaded to all of these channels and shared by millions every day. This opens up the possibility of a brand being seen by audiences that were once considered unreachable. As a result, choices made in the design process can live forever digitally.

    Think it’s all hype? Take the example of French bakeshop Maman. Elisa Marshall, co-owner, admits that 80% of new customers come from Instagram alone, looking for the patterned blue-and-white coffee cups. Brands are picking up on this trend and ensuring their aesthetics are social media ready. In other words, innovative and premium packaging and labeling may lead to more social shares, better reception from audiences, and in turn, higher sales and customer conversion.

    Why and How to Get This Right
    Every choice made in the packaging and labeling process can have implications that go beyond mere aesthetic elements. With color, typography and design playing increasingly larger roles, it’s important to make sure they offer a premium and cohesive feel. A cohesive product with premium, brand-consistent packaging can lead to increased sales, improved brand reception among consumers and more social shares that result in organic, word-of-mouth advertising.

    Before diving into the design process and making quick choices, it’s crucial to identify a desired reception of a brand or product. Once aspirations have been set, they need to be considered and evaluated during each step of the packaging and labeling process to ensure the larger brand story is being told to the target audience in a genuine, believable way.

    For example, if the goal is to appear simple yet premium, routes may be taken such as clean font on thick paper with cohesive colors. With the same goal in mind, implementing large, intricate text on thin plastic with a wide variety of colors may come across as messy and ill-thought-out, losing the premium effect in the shuffle.

    Premium Packaging, Successful Branding
    In the era of empowered consumers and consumer-driven marketing activities, it’s becoming even more important, and sometimes more difficult, to stand out for the right reasons in saturated markets. A sometimes forgotten art, the packaging of a product goes beyond simply wrapping a product up and the impression it makes can even outlive the product. To drive purchasing decisions and increase positive brand recognition and loyalty, all aspects of a brand and commodity, from labeling to physical product, need to feel premium and convey cohesion to deliver consumers the “total package."


    About the author: Jared Powell is Principal at Frontier Label, which helps companies design product labels, to provide tips on design tricks for premium packaging.
    Related Searches
    • personal
    • trends
    • print
    • marketing
    Suggested For You
    Label, packaging errors hurt customer service Label, packaging errors hurt customer service
    What the dark side of the horse racing industry has taught us What the dark side of the horse racing industry has taught us
    When packaging goes viral When packaging goes viral
    Top-notch quality won’t supersede poor customer service Top-notch quality won’t supersede poor customer service
    Cancel Culture Cancel Culture
    L&NW experiences banner year L&NW experiences banner year
    Labels in 2021: inform or entertain? Labels in 2021: inform or entertain?
    TLMI Virtual Annual Meeting proves ‘only constant is change’ TLMI Virtual Annual Meeting proves ‘only constant is change’
    What’s trending? What’s trending?
    Davis-Standard announces global brand refresh Davis-Standard announces global brand refresh
    AWA explores how shrink sleeves can drive label growth AWA explores how shrink sleeves can drive label growth
    ‘Jane Walker’ Label Stirs PR Pot ‘Jane Walker’ Label Stirs PR Pot
    Metallic Inks Metallic Inks
    Tariffs: Impact on industry Tariffs: Impact on industry
    Something Different Something Different

    Related Expert's Opinion

    • Food Labels
      PTI labels safely track produce

      PTI labels safely track produce

      In the event of a recall, affected items can be removed quickly and efficiently for the safety of consumers.
      Alaina D'Altorio, Content Marketing Specialist, Smith Corona 11.30.20

    • Ink and Coatings | Promotional Labels
      Plan ahead for the holidays with color matching inks

      Plan ahead for the holidays with color matching inks

      In light of economic uncertainty, earlier planning of direct marketing campaigns for the holiday season is critical.
      Kristin Adams 09.01.20

    • Flexible Packaging | Folding Carton | Food Labels | Glue-Applied | Ink and Coatings | Prime Labels
      How to prevent ink migration

      How to prevent ink migration

      A look at what ink migration is, what causes it, and what options there are for preventing it.
      Kristin Adams 05.20.20


    • Beverage Labels | Digital Printers & Presses | Digital Printing | Food Labels | Prime Labels | Sustainability
      Digital printing – enabling the

      Digital printing – enabling the 'connected factory' of the future

      "At Nestlé we are confident that digital printing is a long-term trend that has come to stay."
      Alvise Cavallari 05.05.20

    • Label Finishing Equipment | Prepress Equipment
      Assuring quality in Industry 4.0

      Assuring quality in Industry 4.0

      The era of Industry 4.0 gives rise to a variety of ways in which quality assurance can further optimize production processes.
      Anne-Laureen Lauven 04.21.20

    • North America
      Double-sided labels can differentiate luxury products

      Double-sided labels can differentiate luxury products

      Resource Label Group's Marsha Frydrychowski details the possibilities with this labeling technique.
      Marsha Frydrychowski 03.09.20


    • North America
      MoistTech increases global presence

      MoistTech increases global presence

      The company provides moisture measurement sensors for a wide range of applications.
      Adrian Fordham, President, MoistTech 02.19.20

    • Customer service 4.0: reliability and value for the customer

      The era of long waits and expensive trips is giving way to rapid, specific and remote interventions.
      Antonio Muraca 10.25.19

    • Packaging in an e-commerce world

      The networking of the online and offline worlds has far-reaching effects on the entire supply cycle.
      Anja Roehrle 10.14.19


    • Digital Printers & Presses | Digital Printing | North America
      Memjet

      Memjet's DuraFlex optimized for label printing

      Memjet's DuraFlex technology is designed to keep pace with the rising demand for inkjet printing.
      Kim Beswick, General Manager of Memjet office and desktop systems 09.03.19

    • North America
      No wasted effort: How to turn due diligence into self-improvement

      No wasted effort: How to turn due diligence into self-improvement

      The right perspective is to look at time and money spent in due diligence as an investment rather than a sunk cost.
      Michael Lane, CEO, Meyers 08.07.19

    • Smart Labels
      Smart technology poised to change airport travel

      Smart technology poised to change airport travel

      The use of RFID inlays in baggage labels could help promote successful global deployment.
      Trish Kempkes, Director of Global Marketing & Communications, BW Papersystems 07.24.19


    • Sustainable packaging catfish

      Sustainable packaging catfish

      The time is now to make sure so-called sustainable packaging really is sustainable.
      07.09.19

    • Flexo Supplies | Prepress | Prepress Supplies
      Clean Print: The historical development of the naming convention

      Clean Print: The historical development of the naming convention

      "We have come to understand that the value of the technology goes way beyond the quality and productivity benefits it enables."
      Dieter Niederstad 06.18.19

    • Why labels are pioneering progress in packaging

      Why labels are pioneering progress in packaging

      A look at four trends in label industry leadership.
      Federico D'Annunzio 05.29.19


    Trending
    • Mark Andy Launches Monochrome Digital Print Bar
    • Deep Dive Into The Packaging Supply Chain
    • Maxcess Updates User Interface For Fife Guiding Sensor
    • Epson SurePress Reaches Milestone
    • Bobst Announces Virtual Packaging Industry Event
    Breaking News
    • TLMI reveals Eugene Singer Award winners at Virtual Spring Summit
    • Monadnock Paper Mills joins SGP
    • ACTEGA helps converter reach sustainability goals
    • Bobst enhances design of Mouvent LB701-UV digital label press
    • FINAT to hold online networking, educational forum
    View Breaking News >
    CURRENT ISSUE

    April 2021

    • Label Insights: Kocher + Beck highlights GapMaster enhancements
    • Die Technology
    • Ink Innovation
    • E-Commerce Labels
    • Contingency Planning
    • Narrow Web Profile: Executive Label
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    AstaReal Astaxanthin Ingredient Receives U.S. Patent Approval
    Study on Kemin’s DailyZz Botanical Blend Uncovers Sleep Quality, Next-Day Performance Benefits
    FDA’s Dr. Cara Welch Opening Speaker at the 9th AHPA Botanical Congress
    Coatings World

    Latest Breaking News From Coatings World

    Jebsen & Jessen, Innospec Sign Distribution Agreement
    IGL Coatings Announces Partnership in Finland
    Axalta Schedules 1Q 2021 Earnings Conference Call
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Iterative Scopes Announces IBD-Focused Scientific Advisory Board
    Vicarious Surgical, D8 Holdings Corp. Combine Operations in $1.1 Billion Deal
    FDA Grants De Novo Clearance to Medtronic’s GI Genius Model
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Bristol Myers Squibb Expands at Cambridge Crossing
    Amgen Completes Five Prime Acquisition
    Sartorius Expands in the UK
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Former L’Oréal Exec Joins Glossier
    Lancôme Reveals New Global Sustainability Program
    First-Ever Skincare Line Focuses on Iron To Prevent Aging
    Happi

    Latest Breaking News From Happi

    Fragrance Creators Association Celebrates P&G Executive
    What You're Reading on Happi.com
    Former L’Oréal Exec Joins Glossier
    Ink World

    Latest Breaking News From Ink World

    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    SE-DA Invests in Kornit Presto S
    Acrylic Resins Market Worth $21.9 Billion by 2025: MarketsandMarkets
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    TLMI reveals Eugene Singer Award winners at Virtual Spring Summit
    Monadnock Paper Mills joins SGP
    ACTEGA helps converter reach sustainability goals
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Albaad to Add Natural-Based Line in Israel
    First Quality to Discontinue Tampon Operations
    Jessup Installs New Era Coating and Laminating Line
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    BioMagnetic Sciences Names President and CEO
    Mainstay Medical Launches ReActiv8 in Australia
    Biogennix Rolls Out Agilon Strip Bone Graft
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Virtual ASMC 2021 Spotlights Advanced Semiconductor Manufacturing Excellence
    LG Display Cuts Down CO2-eq Emissions by 3 Million Tons in 2020
    European Commission's Innovation Radar Acknowledges 3 ARMOR Innovations

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login