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Let your packaging be the ultimate brand storyteller

Packaging that appeals to consumers’ emotions provides a memorable experience that builds trust and a connection with the consumer. Does your packaging tell a story?

CONVEYING FUN. When consumers hone in on Crayola crayons, they see a cutout that shows a range of crayon colors within their boxes. This clever cutout has been broadened into a “smile” that promises fun for customers.
CONVEYING FUN. When consumers hone in on Crayola crayons, they see a cutout that shows a range of crayon colors within their boxes. This clever cutout has been broadened into a “smile” that promises fun for customers.

Storytelling is one of the most-discussed marketing initiatives these days, and marketers are using every platform they can access to tell their brand stories. I would argue that no communication platform is more compelling than packaging because it is right at the point of sale where consumers are making decisions about which products to purchase.

The brand story is told on packaging via two kinds of language: verbal and visual. Of the two, visual cues can be the most compelling knowing that consumers, on average, spend precious few seconds scanning retail shelves. By using the right combination of package structure, color, imagery, iconography, background, fonts, and overall aesthetics, the story comes together in a way consumers can easily understand and digest.

The verbal brand communication on the front panel of packaging should support and augment the visual design elements in a simple, direct manner. Additional information, the brand history, or updated storylines can be easily shared on the back panel. Yet, every bit of real estate on packaging can be leveraged to tell the brand story, and it should be. This is important for the potential first-time consumer as well as for brand loyalists, who may take the time to learn more about the brand at the shelf or at home.

Research consistently shows that in retail environments, consumers are more likely to purchase once they’ve picked up the package—hence the power of storytelling to begin or cement a relationship. Regardless of cultural backgrounds or the regions that they come from, consumers respond to the power of storytelling because it is deeply ingrained in human consciousness. Rather than appealing to the rational side of the decision-making process, it appeals to the emotions, which is far more powerful. The brand story, delivered in a simple, truthful, and transparent manner is connecting and memorable. If it is truly authentic, it begins to build trust. Every strong relationship is based on trust, and the brand-consumer relationship is no different.

The power of a good story
Heritage brands have often built their success over years, but that doesn’t mean their stories can’t be integrated in packaging in a more compelling manner. Sometimes refreshed packaging can bring their stories forward in a meaningful way. Evian bottled water just refreshed its packaging with a simple, new structure and signature blue cap. The clear bottle shows the purity of the product. Graphics depicting pristine Alpine mountains and the simple words, “Natural Spring Water” and “From the French Alps” are all that are needed. The packaging is crisp and clean, and isn’t that what Evian is all about?

When consumers hone in on Crayola crayons, they see a cutout that shows a range of crayon colors within their boxes. This clever cutout has been broadened into a “smile” that promises fun for customers. Enjoyment, as we know, is a powerful purchase motivator. When nobody’s looking, we smile back! There’s nothing quite like intertwining consumers’ stories with that of a brand to further cement relationships.

New e-book on Flexible Packaging
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New e-book on Flexible Packaging
LAST CHANCE TO SAVE $100! New Trends for All Industries at PACK EXPO Southeast
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LAST CHANCE TO SAVE $100! New Trends for All Industries at PACK EXPO Southeast