If you are struggling to get the shelf appeal you need to sell your products, perhaps you need to reconsider your brand packaging?

Your choice of packaging will depend upon many things, but ultimately this choice could make the difference between standing out from the crowd, and getting drowned out by other, more innovative brands on the shelf.

When thinking about your packaging, it should really be an extension of your brand but it should also provide the opportunity to depart from the norm - if this product calls for being different. 

Here are some tip tips to help you succeed with your brand packaging:

• Have clear intention – make sure your packaging design reflects not only the product itself but also its intended use, and who it is suitable for.  Your brand should have a personality, and your packaging is the ideal place to showcase your brand characteristics.
• Be aesthetically pleasing – product packaging that is easy on the eye or visually very interesting will stand out from other similar products on the shelf. 
• Be touchy-feely - If your packaging looks good enough to touch, chances are people will, and once your product is in their hands you are one step closer to sealing the deal – provided your packaging can communicate the necessary information about your product, and what it can do for them.  Design elements to consider are colour, lamination, spot UV, raised impressions – created though embossing and debossing - and scent.

Ultimately your brand represents your company – what it stands for, what its products and services can do for customers and how it is making a difference.  If your packaging doesn’t do these things then it is not helping to build or reinforce your brand.

If you have made a purchase recently, you will probably have noticed that many of the well-known brands are changing their packaging more frequently – possibly in response to the fact that the internet has sped up the pace of the marketing and sales process, making consumers impatient and businesses quicker to react.  Revitalising your brand packaging gives you the opportunity to break free from any brand stereotyping, and reach new audiences.

Packaging shouldn’t be a static thing – it should constantly evolve to meet the needs of the consumers, and the type of sales channels you are selling your products through.

If you are thinking about redesigning your brand packaging it could be helpful to:

• Be clear about your offer, and who your product is targeted to
• Seek advice from a branding or packaging design company where appropriate
• Understand that sometimes the simplest ideas are the best
• Be creative and set aside time for inspiration!

For further advice on designing packaging for your brand, you can visit The Packaging Experts who specialise in bespoke packaging design.

Ultimately your brand represents your company – what it stands for, what its products and services can do for customers and how it is making a difference.