How to send the right brand messaging through your packaging design

Your packaging is an extremely important part of the success of a beauty or household product. With the right packaging, you can attract your target audience, engage with new potential customers, and send out a positive message that shows your brand in its best light.

Putting the right brand messaging out there is more than just picking the right fonts and colors for an aesthetic appearance. Here is how you can send the right brand messaging through your packaging design.

Who is your target audience?

The first thing you need to think about is making sure your brand message resonates with your target audience.

Are you trying to target older parents who have more disposable income and want luxury products, or are you trying to appeal to Gen-Z who want affordable yet effective products.

Your target audience will influence your packaging design a lot, so you should narrow down your customers before making any branding decisions.

What is the tone of your brand?

Are you a young, fun brand that likes to push the boundaries and talk directly to your customers? Or are you going for the sophisticated, mysterious vibe that commands an elusive higher price tag?

The tone or personality of your brand should be shown in all parts of your brand messaging, including on your packaging.

What is important to your brand?

You also want to think about what is most important to your brand and make this a key part of your messaging.

For example, if you are passionate about the environment and use only sustainably-sourced ingredients in all your products, this is an important message that you want to send out to your customers.

Make it clear on your packaging what you’re passionate about and you’ll be able to easily engage with customers that align with your values.

Do market research or focus groups

There’s no way to know if your brand messaging is actually resonating with your target audience unless you ask them.

By conducting market research and holding focus groups where you ask customers about your initial design choices, you can get a good idea whether your brand messaging is really coming across as you intended.

Your brand messaging should be unique to you and relate to your customers if you want it to be successful. So feel free to go through different iterations, make changes, and don’t be afraid to go against the grain and create something unique.

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