The Influence of Packaging for Brand Recognition

As you walk down the grocery store aisle, how do you find your favorite shampoo, mayo, or peanut butter? By the packaging! A brand is recognizable by the container shape, label, and color. Packaging is a big part of marketing, as it often sparks the first connection between the customer and a product. Distinctive designs help engage consumers and differentiate brands in today’s crowded markets.

Packaging is part of a company’s marketing strategy to stand out from the competition, attract new customers while maintaining loyalty from existing customers, and prove consistent quality with positive user experiences again and again. A consumer’s perception of a brand is closely related to the appearance and condition of its product packaging.