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The Importance of Branding your Packaging



The Importance of Branding your Packaging

18 Oct 2018

When developing a new product, businesses will put a great deal of thought into development, marketing and so on. However, what we have found is that packaging can often be an afterthought. This is something we aim to change, wanting manufacturers to think about packaging from the design/prototype phase. 

Being such an integral part of the success a product experiences, we at Harlequin are seeing an increasing appetite for branded packaging. 

Why is packaging so important? 

As a society, the way we shop has changed, needing our items to be aesthetically-pleasing in order to grab our attention. 

Our relationship with packaging has changed dramatically in the past 20 years in particular. Traditionally, retailers would have multiple opportunities to encourage brand loyalty. Seeing customers enter stores, get tactile with their products and speak with assistants, selling was arguably a lot easier. However, with the rise of ecommerce, packaging acts as the shop window. Allowing brands to build rapport with customers, packaging is a marketing tool in itself. So, if you are packaging any type of product, put some thought into what the unboxing experience is like for the end-consumer. Will it evoke emotion? If so, what emotion will that be? 

How to brand your packaging  

To ‘brand’ your packaging means to put your company's stamp all over it. As one of the most  under-utilised marketing opportunities for merchants, branding your packaging is essential if after that competitive edge. 

A survey conducted by Dotcom Distribution found that 52% of consumers commonly purchase again from retailers that offer premium packaging. They also uncovered that 40% of consumers were likely to share images of good packaging on their social channels. 

"The value of premium packaging extends far beyond the customer experience into residual marketing effects. The experience goes beyond the online order to when the customer actually opens the beautifully wrapped package and shares that experience across social networks. That act of online and social recommendations drives loyalty from your customers and promotes brand awareness." - Maria Haggerty, CEO of Dotcom Distribution

But, how to do you actually brand packaging? Below are a few things to consider when creating custom packaging: 


  • Featuring your logo or tagline on the exterior and/or the interior of each box. This will ensure your brand is remembered. 
  • Include special messages, coupons or instructions inside each box 
  • Feature branded stuffing such as tissue paper  
  • Include web addresses and social media handles to divert customers to your online pages 

Brands should also think about the environmental impact of your packaging materials, with modern consumers valuing brands that are consciously combatting paper and plastic waste. 

Branded packaging with Harlequin 

Here at Harlequin, we specialise in branded packaging, allowing our customers to celebrate their brand style and ethos and connect with customers upon delivery; before they have even opened the box!

 Working with a large team of designers and packaging developers, we are proud to support all sorts of businesses across the UK and Europe. Boasting cutting edge equipment, we also have the capability to cater to all sizes orders. 

For more details and a free, no obligation quote, contact us today. 











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