Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

The Right Packaging Helps Customers Connect With Your Brand

by Amy Finn  |  
March 18, 2016

Consumers tend to return to the same brands for all their buying needs. They look for their favorite brands' distinctive packaging as they walk down the store aisles, speeding up their errands by grabbing products that they know and trust.

Products that consumers select based on the brand name and packaging carry an implied authority, indicating that they are the best choice.

Moreover, when a brand has the same attributes in packaging across all its products, recognition is built. Consumers are likely to routinely purchase a branded product each time the need for that type of product arises, based on the positive association the consumers have made with that brand.

Behavioral science studies have proven the neurological connection between the consumer and the experience of purchasing that product. "Emotions are the primary reason why consumers prefer brand name products," according to Psychology Today, even though many products are "available as generic and store brands with the same ingredients and at cheaper prices."

Vital Attributes in Product Packaging Design

Attributes that define your brand through packaging play a fundamental role in the consumer relationship. Those traits should be consistent, so the likelihood of customer recognition increases.

Over time, consistent packaging can help build customer loyalty.

Brands that have mastered consistent packaging have become iconic in their respective industries. Despite varying audiences and products, those brands all have one defining characteristic that defines their packaging style: simplicity.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Amy Finn is vice-president of Finn Industries, a folding carton and set-up box manufacturer located in Southern California.

LinkedIn: Amy Finn

Rate this  

Overall rating

  • Not rated yet.

Add a Comment


  • by Matt Gallant Mon Apr 4, 2016 via web

    Very true. It always boils down on how people see your brand at first glance. Thanks for this great read!

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!