packaging design

3 Reasons Why Packaging Design Is Just As Important As Your Product

Approximately 67 percent of consumers state that the packaging of products influences what they wind up buying. And 63 percent of consumers stated that cardboard or paper packaging makes a product seem high-quality or premium.

This makes it clear how important your product packaging design is and why it is so important you pay attention to what you are using. Remember, the packaging you use ultimately goes into your brand identity.

If you are trying to create a strong brand identity, you have to use good storytelling to establish your brand as relevant and unique, and to make it more engaging for your target audience. Keep reading to learn more about package design and how to ensure yours conveys the right message to your target audience.

1. The Right Packaging Makes a Good First Impression

Regardless of what industry you are in, you have competition. You have to think about how you can differentiate your product from your competition.

Effective packaging is one of the best ways to stand out from the competition and to attract customers. If you are selling in a brick-and-mortar store, the packaging design is the first thing a potential customer is going to see. They may get their first impression of your product and company based on the packaging you have used.

Even though the total value of your product isn’t determined by how it is presented, this is the first (and sometimes the only) opportunity you have to win a customer over.

The graphic identity of the package you use needs to capture your buyer’s attention. Think of the packaging you use the same way you think about branding and advertising.

2. The Right Packaging Design Creates and Demonstrates Your Brand Identity

Brand identity helps to connect with consumers in two ways:

  • It creates a clear impression of a product or company
  • It reminds consumers about the products or brand

The packaging is a key element in sharing and defining brand identity. The impression you create for your business and your product is what helps consumers not only recognize it but remember it.

Look at your current packaging. Does it clearly show your company logo? Does it include company trademarks, fonts, or colors? If not, then it’s time to consider a redesign.

Put simply, a customer should be able to glance at your product’s packaging and have it create a new impact or rekindle a memory.

3. Your Packaging Communicates all the Important Information

Not all packaging is created equal. However, there is something that they should all adhere to. The packaging you use should be informative.

You need to tell a user everything they could need or want to know. Put all the answers to common questions on the outside so they learn about the product before the box is opened.

Some questions the packaging should answer include:

  • Why is this product needed?
  • When should the product be used?
  • Where was the product made?
  • What is the product used for?
  • Does the product have limitations?
  • What skills are needed to use the product?
  • Who designed the product?
  • Who is the product designed for?

By answering these questions, the customer is going to be able to see why your product (rather than the one next to it) is the right option for them.

Tips to Use Your Package Design for Brand Storytelling

As mentioned above, the packaging you use should tell the story of your brand. Now that you see why it’s so important, it’s time to ensure you get the packaging design right.

Target the Product’s Audience

When you begin designing the visual elements of your package, you need to consider your target audience. For example, if you sell products for kids, use a colorful style and bold, large typography.

If you are targeting career-oriented adults, use a minimal design with typography that’s more elegant.

Convey the Experience

The package design you choose needs to reflect the experience of the product. For example, eco-friendly products need to be packaged with sustainable materials to build trust in the product.

If you sell a luxury product, use high-end materials for packaging, rather than cheap packaging. If you have a product that touts convenience, the packaging should be easy to open and use.

Create a Design that’s Aesthetically Pleasing

Most people judge a book by its cover – it’s really human nature. If they see a brand that has put effort into the creation of a package that’s visually appealing, they are going to assume this reflects the brand’s effort to make a high-quality product.

The real challenge is being able to create a great looking design, but that’s also unique in relation to the competition.

Details Matter

You can’t ignore the small details that go into your packaging. A carefully planned package design is going to let your customers see you mean business.

Details like FDA information can help you gain your customer’s trust, and help ensure the item isn’t recalled off the shelves.

Getting Your Packaging Design Right

The packaging design you ultimately use can have a huge impact on your brand identity. You should use the packaging to help spread awareness of your business, brand, and the products you offer.

It should also promise to deliver on your UVP (unique value proposition) while targeting your audience and speak to the brand’s personality. Not only should you use packaging that leaves a great first impression, but it also needs to have a lasting impression.

If you want to create amazing packaging, but don’t know where to start or what to do, contact us. We can help you get the desired results with the product packaging you use.

brand construction

Building Your Brand: The Top Branding Trends of 2019

There are nearly 200 million companies around the world. With that number increasing each year, you must know how to stand out. Building a brand can set you apart from the competition. It's also your chance to make a life-long impact on new and potential customers.

So how do you make your company stand out? Well this is how.

1. It's All About Experiences

Pushing a brand onto consumers to make sales no longer works. Instead, brand marketing allows companies to pull consumers into the brand. There are several ways for this to work. For starters, you need to create opportunities for consumers to experience the brand firsthand. Consider pop-up shops. These use the fear of missing out (FOMO) to draw people in. Then, companies offer participants an exclusive, short-term experience with the brand. These unique experiences can be virtual as well as physical.

Experience-driven brand marketing can include:

  • Mono-branded stores
  • Malls with tailoring, personal stylists, and spa services
  • Branded hotels
  • Themed restaurants
  • Themed exhibits

Combining your brand with these exclusive experiences is far more memorable than any billboard or banner ad.

2. The Online/Offline Overlap

Online and offline experiences are also starting to overlap. This brand marketing trend is blurring the lines in retail, too. For example, online retailers are heading into brick-and-mortar stores. You've probably seen Buzzfeed at Macy's. More Amazon bookstores are popping up, too. Instead of keeping still, brick-and-mortar retailers are upping their game to compete. Bridging the gap between on- and offline experiences will also help companies take advantage of micro-moments.

3. Ramp Up AR

Any Pokemon Go or Wizards Unite fans out there? You might want to take a page out of that book for part of your brand marketing strategy. After all, the market for augmented reality is expected to reach $198 billion by 2025 worldwide.

AR is another way for consumers to experience your brand. It also makes it easier for consumers to get information. With AR, they can see and experiment with products. This direct engagement can make it easier to make purchasing decisions. As a result, AR is changing the game for how consumers interact with a brand. This marketing trend brings digital experiences into the real world. Let's say you're trying to redesign your living room. Brands like IKEA and Wayfair offer apps that allow you to see how furniture looks in your home. Then, you can make a purchase straight from the app.


4. Pick A Purpose

Young consumers are choosing brands that take a stand. In some cases, this can include controversial positions. The shooting at Marjory Stoneman Douglas High School led brands to rally against gun violence and abandon the NRA. Meanwhile, some brands prioritize non-controversial positions. More companies are taking green initiatives every year. Either way, brands can no longer stand on the sidelines. No matter what cause your company supports, keep in mind that it's not enough to talk the talk. If you don't also walk the walk, people won't believe that your support is sincere.

5. Gen Z

Gen Z is taking the world by storm. This generation, defined as anyone born after 1998, now makes up 32 percent of the world's population. This generation is glued to their smartphones, Amazon, and Google. They're digital natives, too, so they jump between multiple platforms with ease. This generation expects brands to set sales tactics aside. Instead, they're looking for brands to act as advisors.

Generation Alpha is on its way, too. This generation includes anyone born after 2009. While they're not that old just yet, this generation impacts their Millennial parents' buying behaviors.

6. Digital Brands Dominate

Digitally-native brands are dominating online, too. Many are making a significant impact in the marketplace. Consider the online mattress-in-a-box company Casper as an example. This company spends a big part of their digital advertising budget on social media ads. As a result, the brand was able to compete with more prominent, more established names like Sealy and Tempur-Pedic. New digital brands will continue to emerge in the marketplace. These brands are equipped to target consumers who spend most of their time online.

7. Go Old School

If Stranger Things is any indication, old school is making a come back. Younger generations are even interested in the decades before they were born. To take advantage of this trend, Amazon is returning to brick-and-mortar bookstores. Meanwhile, consumers are buying more vinyl records in addition to MP4s. This can lead brands to bring back old products and trends as well.

8. Chatbots and AI

For a smooth online experience, more companies are using helpful chatbots. Chatbots make it easier for consumers to find what they're looking for. This helps to streamline the buyer's journey so that it becomes a smooth online experience makes your brand appear helpful and informative, too. Website chatbots can also direct website users to specific areas of content. By doing this, companies control the sales funnel as well.

Machine learning and artificial intelligence are stepping up their game, too. Data allows companies to make smart decisions based on consumer data. Using this data, you can develop a marketing strategy that's designed with your customers in mind.

9. Brand Differentiating

As one of 200 million brands, your company needs to stand out. Branding is becoming one of the most reliable business tools for company growth. Instead of trying to convince consumers to buy, companies can use branding to appeal to their emotions. That gets customers to care. This can impact customer acquisition as well as retention. That way, customers stick around for the long-term.

For this to work, your company needs a relatable, consistent brand. A relatable brand helps you connect with customers. Meanwhile, consistent branding ensures customers recognize you every time. Here are ten signs it's time for your company to consider rebranding.

10. Digital Detoxing

With all of the digital advancements out there, it's no wonder everyone is always stuck to our smartphones. However, consumers also want to take a break from their devices from time to time.

This cultural paradox offers companies new opportunities to reach out at the right place and right time.

10 Top Brand Marketing Trends of 2019

Brand marketing can redefine how you reach and interact with customers. With these top 10 trends of 2019, you can ramp up engagement and attract new business.

Learn more about how our methodology can help develop the foundations of your brand today.

rebranding a company

Rebranding a Company: 10 Signs its Time for Your Business to Update its Look

Like anyone who has started their own agency ( or business for that matter), my partner and I give everything we have to the business and have so since day 1. And as such, I am aware of the difficult decision to make a change. While we haven't reached that bridge yet, circumstances can arise that will force you to seek out a new look for your company in order for it to survive or thrive well in the market.

Most people have the mentality that the brand of a company consists only of a logo and name. On the contrary, because there is more to a company’s brand than just its name and logo.

An outdated image, new management, and international growth are some of the reasons that may indicated the need to rebrand a company. If it has been a while since your business look was designed, it may be time to take another look. Here are a few signs that should tell you its time for rebranding a company.

When Your Company Name Or Logo Don’t Reflect Your Vision Anymore

One thing is for sure, the world keeps on changing. For your business to thrive you need to adapt and change right along with it. Your business name could have sounded like a great idea five or so years back but now it might not reflect your brand anymore.

This could be the case because your business name could be outdated or maybe society and its cultural changes have contributed to the alteration of the meaning of your brand's name or logo. Whatever the reason is, don’t let it be a burden that will slow your business down in any way.

Embarrassed Of Your Own Business Card

If you find yourself in a situation where you are ashamed to give out your business card or share your website with new people or customers, this is clear evidence that your company is outdated and needs a rebrand. There are so many interesting and clever ways to design a business card that will impress folks. Many times it is the first real piece of communication about your company someone may have.

If you feel that your website address needs a disclaimer or your business card is a little cringe-worthy, boring or stale, well, maybe these are some valid signs your company could benefit from some rebranding.

Be Different From Competitors

You simply can't ignore your competition. You need to take a look at other businesses and compare yourself because they might provide insights as to where you can make changes in your business. This can be the change you need in the process of rebranding. reluctance to adapt to new times has always been one of the company killers.

Change In Business Model

Each company is built on a set of values and objectives but due to unpredicted changes in our world these objectives can transform with time. They could be facilitated by technological variations or unforeseen market opportunities in the market.

The changes experienced in your business models can change your company’s brand. If you find yourself falling victim to this situation, don't shove it aside. Make sure you take necessary measures to rebrand your company.

Outgrowing Your Brand

Scaling is one of the problems experienced in business. In order to compete highly with rival brands, you need to change your old name and logo in order to meet the current needs of the market. Check our article on brand positioning to help you strategize your business for a better market share.

If Your Company Is Undergoing Through a Merger

Sometimes it can be difficult to find the right fit for a new company’s brand to adjust from the parent company. It’s a good opportunity to change your brand when your business is undergoing a merger. And that's because you’ll be able to represent new strategies and objectives of your new company to your users. Failure to change a brand in an acquisition or merger can cause confusion due to poor brand alignment. This will wreak havoc on both brands involved in the merger.

Changing Or Expanding Your Geographical Location

Companies often experience growth in the market and they start to expand. This will force them to relocate to a better location or open another branch in another area to facilitate the expansion of their services. Once your business starts to experience this kind of change, you need to rebrand your company for national and international significance.

Lack Of Attraction For Top Talent

All upper echelon talent wants to associate with top company brands. If your company can’t recruit great employees to boost your business to another level, it’s clear that your brand services are outdated. This could be because of subpar trade standards or clinging to old and outdated market morals. Rebrand your company not only for the sake of the current employees but also for future employees too.

Connection With New Customers

There will always be new generations to utilize their capital in the market. Your company can only satisfy their needs by adapting to the needs and requirements of each generation. Rebranding is a way to recreate your business in order to meet the goals of these new audiences.

A good company is the one that is able to adapt with time and meet its customer's needs. This is because no one is interested in purchasing commodities or services that were previously associated with our parents.

Difficulty In Raising Your Prices

If you’re experiencing problems with fixing your brand's products and service prices in the market despite the high prices of materials, you should try rebranding your business You see, sometimes the way to boost your company’s business is through changing the minds of those you serve.

Rebranding could help to reshape your business and change your customer's perspectives about your products and services. This will in return help you raise the prices of your services accordingly.

Rebranding A Company Helps To Gain Better Chances In The Market

An effective and suitable brand is something difficult for any company to pin down. It’s also important to note that a powerful and sustainable branding is also something that consumers can’t fail to spot. So if you have any strong reason to change the general outlook of your business, take all the essential measures to do it.

Rebranding a company in good time will bring in more capital and help avoid losing customers and employees. Be sure to contact us if you need to redesign your package or forge a new eye-catching brand identity for your business. We'd love to work together.

packaging trends

The Hottest Packaging Trends You'll Want To Follow

I must admit, I have at times (in fact even over the Thanksgiving holiday) purchased a product specifically because I liked the packaging. How many of us have done that before? Hopefully I'm not the only one raising his or her hand. But just peruse any alcohol store or college apartment and you will understand something about packaging. When the contents of a product have an intrinsic but subjective value packaging can certainly be the one extra factor that seals the deal.

Boxes and colors and bags wrap up the plastic and glass containers for trips home. High-end scotches come in lined wooden boxes screaming class and refinement.

Vodkas and schnapps, popular with faster drinkers, feature shaped bottles and colorful arrays. Alcohol packaging trends lead the market in finding new ways to dress up old products. Suffice it to say, I'm a sucker for great packaging.

That's why, in my opinion, understanding the emerging trends of packaging can make the difference. Do you want your items rotting on or flying off the shelves?

Emerging Packaging Trends

Of course, creative packaging isn't new. Boutique industries and gifts industries have been fighting these battles for a while. Other industries didn't care. They were able to dominate or saturate a particular region and their packaging didn't need to be anything more than functional.

Packaging does more than serve as a container to deliver the goods inside. Packaging serves a purpose in establishing your brand and engaging customers. It does so by mixing the right material with the right impact.


Packaging serves three major purposes to a customer.

  • House the objects inside.
  • Provide or indicate status.
  • Market through brand positioning.

Brand positioning focuses your product packaging from ancillary to necessary. You want your customer to be of the mindset that they aren't buying an item but The Item.


Making brand packaging trend is about glomming onto the most potent of marketing: named brand recognition.


A newer trend pushing popular packaging designs is the unboxing potential. People love to unwrap and reveal the contents of packaging. Unboxing has emerged as a whole world of anticipation and fun. Making packaging that presents well in an unboxing means tons of views and shares. So now that you have an idea of the end goal of packaging, here's the big question. How the heck do I achieve these goals?


Considering the material shapes the product messaging. Increasingly, consumers crave packaging that functions well and leaves less damage. Recyclable and upcycle ready packaging get noted and praised. Innovative use of materials and 'less is more' philosophies garner accolades.


Wooden boxes, cardboard wrappers, and paper constraints make great packaging. Wood is renewable (though it takes energy from other sources). Paper packaging also recycles efficiently.

Paper materials work best when they accent the products inside. Since paper isn't often transparent, cutouts and previews are recommended. These designs provide a little taste of the contents inside.

Laser cutting logos into the packaging provides an old-world flair. Laser cutting is also a great way to create interactive packaging that becomes puzzles or games.

Minimalist designs and DIY looks pop better on paper products than plastic.


Plastic wins in terms of durability and longevity but loses in overall appeal. Many consumers also have it out for plastic thanks to the floating garbage islands.

That said, dedicated industries make strides in plastics recycling and upcycling programs.

Plastics provide useful ways of making form-fitting contents with injection molding processes. This makes it easy to keep products from sustaining damage and, in the case of multiple components, can be designed as a storage or carry case.

Think of any given tool case. The packaging that sells the product also contains and transports the product.

Plastic products make large text easy to read and unusual shapes easy to form. Don't settle for a box when an oval, dinosaur or recreated sarcophagus can house the goods.


Part of what you will select in a material is for geared toward the impact you desire. With so much jockeying for position in store shelves, an eye-catching package can seal the deal.

You also want to find a trend that matches the desires and expectations of the target consumer. You don't want to sell baby shampoo in a hand-tooled wooden box or a set of knives in a pop out Day-Glo plastic case.


You already know that color theory and the psychology of color are important. Consider also, that tone has an effect in packaging. Bright and bold color appeal to the youth while down-played pastels attract older audiences.

Simple contrasts command respect and offer a quiet superiority. Garish jumbles of colors invoke youth and enthusiasm in their chaos.

Loose design elements lend themselves to color. Precision lines and angular shapes do better in monochrome.

Pick a color scheme that matches your audience but avoid looking like a competitor. Stand out by being precise.


Mark Twain famously intoned, "I didn't have time to write a short letter, so I wrote a long one instead." So too, minimalism takes a lot of time and effort to look simple and uncomplicated. This constantly rediscovered 'trend' in packaging makes sense. People want the packaging to do its job and expect to receive what is advertised. A simple external package sells a promise to uncomplicate stressful lives.

The internal components, though, keep any number of pieces and parts free of damage and easy to remove.

Minimalism in the unboxing era also provides a nice slight of hand for designers. Audiences (future consumers) love to see how many things can emerge from an otherwise unassuming box.


The post-modern 21st-century world also loves a good harkening. We love to be reminded of simpler times. Products with a heritage or traditional sensibility make us feel part of a wider world.

Obsequious lettering and simple color contrasts advertise well and boast readability.

Combine a vintage design with some typography know-how to build your brand into a collectible. How often have you seen a t-shirt with a logo for a product that has nothing to do with shirts? That is the power of typography at work.

Also, if you hate the overuse of certain typefaces, get outside of the papyrus and comic-sans horrorscape with a fresh take on lettering.

Get Creative

With these tips and packaging trends, you have what you need to edge out potential shelf-mates. Design and marketing go hand-in-hand and it takes a lot of information to stay ahead of the competition.

Contact us for details on how you can apply design to all of your business functions.

Brand Positioning Tips

Top 7 Brand Positioning Tips for Your Product or Service

Last year over $190 billion was spent on advertising in the United States. When approaching a branding campaign for your business, this dollar amount may make you feel like a tiny drop in an enormous ocean.

But don't get discouraged just yet. There are still ways you can stand out.

A brand isn't just a logo or tagline. It's the overall perception of a product and company in the consumer's mind.

It's also the way a person remembers your product, and the reason they come back over and over.

Changing the perception people have of you seems like a daunting task. However, there are ways you can change your brand positioning to increase exposure and refine the way consumers see you.

Let's look at 7 tactics to help get you where you want to be.

1. Understand Your Target Audience

Before you get started on your branding campaign, you have to know exactly who you're trying to reach. It doesn't make sense to move forward without this information.

However, it's not good enough to know the basics about your customers. You need to go further.

You need to find out what your audience's interests are. What products do they use and what activities do they engage in? All this helps you create a persona for your brand and appropriately position yourself.

Social media is a great way to gather this kind of information. What does your customer like on Facebook? What are they tweeting about? You can also use surveys to gather more detailed information on customer behavior.

2. Establish a Voice for Your Brand

A big part of good brand positioning is establishing a voice or persona for your company. This is the personality your brand displays to the public, so put a lot of thought into it. Ask yourself how you want a person to feel when they see one of your ads.

A great thing about creating a voice is that you have the freedom to sound any way you want. Obviously, the persona you create depends heavily on your target audience, but you have room to be creative.

When thinking about your voice, consider your business philosophy. What principles do you hold dear and how are they woven into your business operations?

What type of person works for you? What do your logo and website say about your business? All these elements should be aligned with a common voice so you create a solid persona and vibe throughout your brand.

3. Your Product's History

It's a good idea to use your primary, core product to establish your brand's reputation. This is likely the product that was the foundation of your business in the beginning.

A great brand positioning tactic is to tell a story about this product. This helps form a bond with your target audience. It also creates a connection that a consumer feels every time they think of you.

If you have a long history in the industry, telling your story helps establish trust and longevity. This results in better customer loyalty.

Your story also makes your business newsworthy. You'll get exposure through social media when people have something to learn about your brand.

4. Create a Good Tagline

A good tagline works to create a vision of your product for your customers and boost your brand positioning. A tagline needs to remain in-line with your overall voice and get across a concise but impactful message to people.

Remember to always keep your tagline short and to the point. When thinking about a tagline, ask yourself what your brand and company stand for. This goes back to your business philosophy.

You should also consider the purpose your product serves and why a consumer needs it. All these things help define what you need people to know when they see your tagline.

5. Know Your Competitors

If you're going to compete in an overwhelming marketing environment, it's essential you know what your competitors are doing with their own brand positioning. Knowing what other businesses in your industry are doing also spawns new ideas.

Once you identify who your top competitors are, look at their branding and write a list of strengths and weaknesses. This way you can get a clear picture of what they're doing better than you.

You should also take a detailed look at your competitor's product. How is it different than yours? Are there things you offer that they can't and vice versa?

If you see differences or advantages in your product, highlight those elements in your marketing campaign.

6. Emotionally Connect with Consumers

When a person connects emotionally to a product or brand, they're more likely to buy it. You need to find a trigger and use it to evoke an emotional response through your advertising.

A website and blog is a great place to do this. You can use engaging content to create an emotional connection and also form a little mystery surrounding your product.

Create blog articles that don't just promote your brand, but inform and engage your audience. Talk about lifestyles and ideas that your target audience will connect with. This shows them that you're not just about selling a product.

When a person connects with content on your site, blog or on social media, this engagement sticks with them. The next time they think about or see your product, this emotional response returns.

7. Consistency

Brand positioning suffers when a consumer receives a different message about your product from different sources. This goes back to threading your voice through every element of your marketing campaign.

You absolutely must be consistent with your message if you want to avoid confusing the consumer. Your product will cease being compelling and any connection a consumer once had will be severed.

Everything from the content on your site to your logo, to customer service, needs to be aligned. Doing so not only forms a long-lasting connection, it also instills trust in your customers.

Get Noticed with Strong Brand Positioning

Whether you're creating a new brand from scratch or want to refine an existing identity, correctly positioning yourself is essential for higher conversion. In today's highly-competitive marketing landscape, you can't afford to blend in. You have to stand out.

EraserFarm is an agency driven by unbiased, human emotion and provides a wide range of advertising solutions in the Tampa area and beyond. Contact us today to learn more.