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How packaging influences brand recognition and trust

In today’s competitive market, consumers are exposed to dozens of similar products and offers every day. Therefore, building a recognizable and attractive brand is critical for business success. Packaging is one of the key elements of branding that directly impacts how a brand is perceived and how customer loyalty is built.

Packaging not only serves a functional role in protecting products from damage but also acts as a powerful marketing tool. It creates the first impression of a brand, reflects its values, and establishes an emotional connection with the customer. Eye-catching and well-thought-out packaging design helps brands stand out from the competition and stay in the minds of customers.

How packaging helps build brand identity, which design elements are most important, and how to create effective packaging that supports your business goals.

What is brand identity and why is it important?

Brand identity is the combination of visual, emotional, and strategic elements that create a brand's unique image in the eyes of consumers.

Components of brand identity:

  • Logo
  • Brand colors
  • Design style
  • Unique communication tone
  • Packaging and promotional materials

How packaging influences a brand:

✔️ Increases brand recognition
✔️ Builds an emotional connection with the customer
✔️ Highlights the product’s uniqueness
✔️ Creates trust in product quality
✔️ Differentiates the brand from competitors

In modern marketing, packaging = the brand's business card. It should reflect the company’s philosophy and embody its values.

How packaging helps build brand identity

1. The first contact with the customer

Studies show that up to 70% of purchasing decisions are made based on the visual perception of packaging.

A customer evaluates the packaging within 5–7 seconds after seeing the product on a shelf or in an online store.

Example:

  • The red and white Coca-Cola packaging design instantly triggers brand recognition thanks to the bold contrast and signature colors.
  • The white and green Starbucks packaging creates a feeling of naturalness and quality.

2. Brand recognition through color and style

Colors and design styles help establish subconscious associations with a brand.

80% of consumers remember a brand better when corporate colors are used in packaging design.

Example:

  • The purple color of Cadbury’s packaging is associated with luxury and tradition.
  • The yellow and red design of McDonald’s creates a sense of joy and energy.

Tip:
Use the same colors in all marketing materials, on the website, and on packaging to create a consistent brand image.

3. Communicating brand values

Packaging should reflect the company’s philosophy and values.

Example:

  • IKEA uses minimalist packaging design made from eco-friendly materials, emphasizing simplicity and accessibility.
  • Lush sells cosmetics in paper and biodegradable packaging, reflecting its environmental mission.

Tip:
If your brand follows eco-friendly principles, choose kraft paper or biodegradable polyethylene for packaging.

4. Improving the customer experience

The convenience of using the packaging and its appearance directly impact customer satisfaction.

Example:

  • Bags with strong handles and secure closures are suitable for reuse, which increases brand loyalty.
  • Vacuum-sealed packaging ensures product freshness and makes it easy to open.

Tip:
Use high-quality materials to ensure the packaging is durable and convenient for customers.

5. Packaging as a tool to build customer loyalty

Bags with a unique design, logo, and contact details become a form of advertising.

When a customer reuses a bag with the company’s logo, it automatically increases brand awareness among others.

Example:

  • Apple’s bags are part of the brand’s identity and are associated with the premium segment.
  • Zara’s minimalist bags create an impression of style and fashion.

Tip:
Add a QR code or contact information on the packaging to make it easy for customers to visit the website or social media pages.

Packaging design that works for the brand

To create effective packaging design, follow these principles:

✔️ Use brand colors
✔️ Add a logo and contact information
✔️ Choose high-quality materials
✔️ Ensure ease of use
✔️ Maintain a consistent style

Successful packaging design = More trust + Increased sales

Tips for building brand identity through packaging

✅ Choose colors and fonts that match the brand’s style
✅ Use eco-friendly materials to increase customer trust
✅ Add personalization elements (e.g., customer’s name)
✅ Keep the packaging style consistent across all marketing materials
✅ Test the packaging design with focus groups before mass production

Where to order packaging for brand building

If you’re looking for high-quality packaging that enhances your brand’s uniqueness — contact Cherpack!

Order bags on the website Cherpack or call 0 800 750 889.

✔️ Custom design
✔️ Fast delivery
✔️ Competitive pricing

Cherpack — packaging that works for your brand!