• 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
    Digital and Hybrid Printers and Presses

    Digital Printing Market Update

    Overlamination Films

    Narrow Web Profile: Quality Tape & Label

    Companies To Watch: Arrow Systems, Inc.
    Breaking News
    Converter News
    European Label News
    Industry News
    Industry People
    M&A News
    New Products
    Expert's Opinion
    Live From Shows
    Top News
    Gallus planning virtual event for March

    Lemu Group engineers mask-making machine

    Niagara Label upgrades with Nilpeter flexo press

    Soma partners with Moore & Moore in US

    INX introduces new inks for flexible packaging
    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

    New Polyonics label material helps metal processors avoid recalls

    Mactac enhances spirits bottle label

    Designing returnable and reusable takeout packaging

    Western Shield improves efficiency with new Nilpeter FA-17

    UFlex doubling capacity of aseptic liquid packaging plant
    Africa
    Asia
    Australia
    China
    Europe
    India
    Latin America
    Middle East
    North America

    Soma partners with Moore & Moore in US

    Acucote expands FSC-certified portfolio

    FTA planning in-person Forum & INFOFLEX

    Fortis Solutions Group achieves SGP certification

    Accraply introduces Sirius MK6
    Flexography
    Digital Printing
    Prepress
    Finishing
    Sustainability

    Niagara Label upgrades with Nilpeter flexo press

    INX introduces new inks for flexible packaging

    Highcon and EFI announce global partnership

    Domino grows installation and service teams

    Acucote expands FSC-certified portfolio
    Digital Printers & Presses
    Flexo Presses
    Label Converting Equipment
    Label Finishing Equipment
    Prepress Equipment

    Domino grows installation and service teams

    ABG keeps pace with demand with recruitment drive

    Loftware and NiceLabel join forces

    Flint Group announces new XSYS division

    Bobst opens digital inkjet demo center in Barcelona
    Dies And Tooling
    Flexo Supplies
    Ink & Coatings
    Prepress Supplies
    Pressrooom Supplies
    Substrates

    INX introduces new inks for flexible packaging

    Acucote expands FSC-certified portfolio

    UPM Raflatac strengthens linerless business

    Techkon USA partners with Konica Minolta

    New Polyonics label material helps metal processors avoid recalls
    All Companies
    Categories
    Company Profiles
    Label Converters
    Trade Associations
    Add New Company
    International Buyers Guide Companies
    KTI

    QC Electronics, Inc.

    UPM Raflatac

    Ashe Converting Equipment

    Mechanical Specialties, Inc.
    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
    • TLMI Virtual Annual Meeting proves ‘only constant is change’
    • What’s trending?
    • Davis-Standard announces global brand refresh
    • AWA explores how shrink sleeves can drive label growth
    • ‘Jane Walker’ Label Stirs PR Pot
    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
    • media
    • marketing
    • labels
    • print
    Suggested For You
    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
    HP’s Alon Bar-Shany provides industry update at Dscoop Dallas HP’s Alon Bar-Shany provides industry update at Dscoop Dallas
    Make sure customer service doesn’t sound like a sales pitch Make sure customer service doesn’t sound like a sales pitch
    Back to the future Back to the future
    Marketing labels, packaging to a moving target Marketing labels, packaging to a moving target
    Wine Labels Wine Labels
    The Need For Speed The Need For Speed
    Smartrac launches Circus Tamper Loop Smartrac launches Circus Tamper Loop

    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
    • Niagara Label Upgrades With Nilpeter Flexo Press
    • Domino Grows Installation And Service Teams
    • APR, SpotOn! Launch New Color Management Platform
    • Fathom Optics Unleashes New Technology Targeting Packaging Industry
    • UPM Raflatac Strengthens Linerless Business
    Breaking News
    • Gallus planning virtual event for March
    • Lemu Group engineers mask-making machine
    • Niagara Label upgrades with Nilpeter flexo press
    • Soma partners with Moore & Moore in US
    • INX introduces new inks for flexible packaging
    View Breaking News >
    CURRENT ISSUE

    November/December 2020

    • Digital and Hybrid Printers and Presses
    • Digital Printing Market Update
    • Overlamination Films
    • Narrow Web Profile: Quality Tape & 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

    NIH Study Compares Low-Fat, Plant-based to Low-Carb, Animal-Based Diet
    Gadot Positions Mineral Line for Vegan Market
    Nutritfy India to Launch Global Broadcast Channel Covering Nutrition
    Coatings World

    Latest Breaking News From Coatings World

    PPG Reports Q4, Full-year 2020 Financial Results
    BASF Begins Implementing Ralignment of Global Business Services Unit
    Nouryon Appoints Curtis Espeland to Board of Directors
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Cretex Companies CEO Steps Down
    Data Show Porex's Medical Device Filtration Materials Protect Against Virus, Bacteria Spread
    Endoscopic Hemostasis Devices Market Valued at $730 Million
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Pfizer, BioNTech Enter Vax Pact with COVAX
    FDA Approves Janssen’s CABENUVA
    AGC Biologics Appoints Boulder Site GM
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Coty Appoints Chief Procurement Officer
    Lageen Tubes Launches Mono-Material PE Tube Solutions
    Jason Jones Loses Battle with Covid-19
    Happi

    Latest Breaking News From Happi

    Carol’s Daughter Adds New Hair Products
    Moroccan Gold Series Launches NuDo Shampoo
    Youbody Debuts Waterless Body Wash
    Ink World

    Latest Breaking News From Ink World

    BOBST Demonstrates Future of Flexible Packaging Production at Virtual Open House
    Morancé Soudure France Adds Comexi F2 MC 10-color Flexo Press
    AR Packaging Acquiring Firstan Holdings Ltd
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Gallus planning virtual event for March
    Lemu Group engineers mask-making machine
    Niagara Label upgrades with Nilpeter flexo press
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Freudenberg to Establish Apparel Interlining Competence Centers
    Minet Adds Spunlace Line in Romania
    Lemu Group Engineers Mask-Making Machine
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Cretex Companies CEO Steps Down
    Conformis Enters Development & Supply Agreement with SITES Medical
    Sectra, RSA Biomedical Sign Distribution Agreement for Implant Stability Tool
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    UDC Subsidiary Adesis' Website Wins 2020 MarCom Platinum Award
    Ambiq Wins IoT Semiconductor Company of the Year Award
    Ynvisible Names Michael Robinson CEO, Jani-Mikael Kuusisto SVP Ventures

    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