Updated: Mar 20
Your packaging design matters. It’s a reflection of your brand standards as well as a way for you to move items from production to store shelf to a consumer's home. Organizations should carefully consider packaging design to further their brand mission and values. Here’s how to use your packaging design to promote your brand standards.
Your Packaging is Advertising
In addition to being art and advertising, packaging can also create waste that leaves a poor impact on the environment and in the minds of consumers who are increasingly paying attention to this issue. Instead of digging below the layers of packaging to find the tasty item inside, which creates a psychological feeling of satisfaction, companies are becoming more conscious about those layers and the waste they create.
The art of packaging design is increasingly concerning itself with eco-friendly messages that impart a different kind of brand image. For example:
There is Who Gives a Crap, a company founded to use eco-friendly toilet paper to build toilets for the 2.3 billion people around the world that don’t have access to this basic form of sanitation. Did you know 800 children die every day from diseases caused by poor water and sanitation? Who Gives a Crap does, and they’re trying to do something about it. This is a great example of a brand that uses its packaging design to promote the cause. They wrap their toilet paper with reusable paper tissue, and they advertise their social purpose right in the wrapper. The organization donates 50% of profits to the cause of increasing sanitation in third-world countries.Plaine Products is working toward a zero-waste world by using reusable metal packaging for its environmentally friendly products. When consumers run low, they order a refill and then ship back the original packaging to be refilled (free shipping). Their products include shampoo, body lotion, face moisturizer, and other cosmetics most of us use every day. The company allows consumers to subscribe to their service and feel good about reducing their participation in global plastic waste.Coconut Matters is vegan, cruelty-free, all-natural, and fair trade. To keep in line with its environmental focus, the organization has 100% biodegradable packaging. This is a huge deal, considering 99% of all beauty-related products are thrown out after use. Coconut Matters believes this focus on recyclable packaging is both the right thing to do and something that consumers will respond to. Even the most package-laden companies can make an impact on packaging design; tech accessory company Nimble Tech for Good emphasizes minimalist product packaging to help end all the retail packaging waste so prevalent in the tech industry today. Their innovative packaging design includes far fewer layers than traditional packaging and is made out of 100% recycled scrap paper, no inks or dyes, and fully biodegradable.