The Package Is The Branding

16 Jan 2023
3 min read

Packaging design plays a crucial role in creating a successful brand, according to branding expert Marty Neumeier in his book "The Brand Gap."

For many products, the package is the branding itself. Neumeier highlights the importance of packaging design in influencing potential customers and increasing product sales.
In this article, we will discuss the key principles of good packaging design and how it can help businesses create a lasting emotional connection with their customers.

📝 Neumeier identifies five important components to packaging design:

1. Noticeability - the packaging should catch the shopper's attention with good colors, strong contrast, arresting photos, and bold typography.
2. Clarity - the shopper should be able to mentally ask "what is it?" which brings the product name and category into play.
3. Relevance - the shopper should ask "why should I care?" which requires a brief why-to-buy message.
4. Support - the shopper should desire more information to define and support the why-to-buy message.
5. Decision - the shopper is ready for "mumbo jumbo" - to make a decision based on features, price, compatibilities, guarantees, awards.

By presenting these components in a natural reading sequence, businesses can increase their resonance and create a sympathetic bond with the customer.
Neumeier also emphasizes the importance of not making product features more important than customer emotions and interests.

The Last and Best Chance to Influence

The packaging design is often the final opportunity for businesses to influence a potential customer before they make a purchase.
Neumeier explains that packaging is a crucial "brand moment" as it has the power to reach 100% of people shopping in a particular category. This is why many retail brand managers invest heavily in package design. Neumeier notes that packaging can be a highly effective form of marketing, with the potential to increase product sales by up to three times.

Creating Emotional Connections

However, Neumeier also highlights that many packages tend to be "heavy on facts and light on emotion," which is the ingredient that customers want most.
Instead of being greeted with features, benefits, and "scientific mumbo jumbo," customers want to feel an emotional connection with the product. Good packaging design can create this emotional connection by using techniques such as good colors, strong contrast, arresting photos, and bold typography.


In summary, good packaging design is a key component of a brand's visual presence and the overall customer experience. It is the final opportunity to influence a potential customer before they make a purchase, and a chance to create a lasting emotional connection with the customer, which can lead to increased brand loyalty.
Successful packaging design principles include clarity, emotion, and a natural reading sequence. As Neumeier writes, "branding is simply a convenient package for a business idea." By implementing these principles, businesses can create packaging that effectively communicates their brand message and drives sales.
Unlock the secrets of effective branding with Marty Neumeier in "The Futur" Youtube video, "What is Branding? A deep dive with Marty Neumeier"


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