A product, unlike a book, can be judged by its cover


Packaging design can sometimes become the single driving factor in a consumer’s perception of a brand

The significant rise in focus on product packaging designing by brands is clearly evident in today’s times. With new and innovative product packaging seen on the shelf, it is clear that brands have come to realise that a product’s packaging will go a long way in creating the desired perception in the customers’ minds. Take for instance, a fruit drink brand no longer needs to have the traditional box packaging design; as in the case of ethnic drinks brand Paper Boat.


As the product’s first point of contact with the customer, packaging is solely responsible for creating the “first impression”. It often lasts. Even if the product itself may not appeal to the customer. Often, customers may subconsciously form perceptions about the product based on the packaging, without realising the utility or core functional aspects of the product. And these are precious learnings that brands can leverage to create packaging for their brands – good design alone is not responsible for creating perceptions; the use of psychological tactics, including colours, sizes, forms, play a significant role in shaping a brand’s image in a customer’s mind.


For a product to become a good brand, infinite factors come into consideration. As one of the strongest factors in recent times, packaging designing can be leveraged to make customers create different kinds of associations with the product. Brands that understand this, invest heavily in high quality packaging design.