Storytelling through packaging let the customer feel the story
Posted: Wed Jan 29, 2025 8:21 am
Packaging is not just a pretty “wrapper”, it will tell more about the brand than advertising or a PR campaign if you create a story close to your target audience. It is important that the buyer has a feeling that this product is “about him”. Packaging “with a story” will build an emotional connection between the brand and the client, and the higher the loyalty, the higher the sales. The highest relevance of such a connection is seen in the FMCG segment, because the category of frequently consumed goods changes very dynamically, and emotional attachment and identification with the brand will keep the consumer from impulsive purchases of other brands. Here it is worth noting the “nostalgic” component of storytelling, as, for example, in “Moskovskaya Kartoshka”.
Traveling around Russia with "Holy Spring"
We follow the trends
Visual awareness is key. Most brands within a category school principals email database still follow established visual codes, using similar colors and shapes. Ready to innovate and grab shoppers' attention? According to a report from TrendHunter, the world's largest trend-watching community, edible packaging will be at the peak of popularity in 2025, as well as…
Packaging you want to touch
Visual perception is half the battle. We introduce tactile elements into the packaging design to engage other senses. Matte coatings, relief details, unusual materials – all this makes the packaging more interactive and tangible. In our experience, such elements work at the subconscious level: if the buyer takes the product in his hands, the chances of buying it increase dramatically. This technique is already effective in mid-price products, where the packaging is not thrown away or sent for recycling immediately after purchase. Such products are pleasant to give and receive as gifts, pay attention to this if you plan to produce such products.
Eco-packaging
Eco-friendliness is no longer a trend, but a market requirement, and it is not only about caring for nature, but also about reducing business costs. Eco-packaging minimizes waste, eliminates bulky solutions, and therefore saves space for storage and transportation.
It is important to remember: “green” design should not be just a marketing ploy, but part of the overall strategy of a brand that is ready to take responsibility for the environment. The times when you could write “Eco”, “Bio” or “Organic” on the packaging and not convey such values in the company’s work are gone, and such behavior can now be a “minus” for your brand if you really do not meet the requirements for the content of organic elements in products and do not contribute to environmental protection.
Adaptability as a key to attention
Omnichannel marketing requires flexibility in design. Packaging should be “modular”, i.e. easily transformable, remaining recognizable both on the shelf and on banners, and in the online space. This is especially relevant in the digital era, when we see a product first on social networks, and then in stores. Try to scale your identity to all communication channels and POS materials. Will your product look equally attractive on the catalog page and on the store shelf? By the way, AR (augmented reality) technologies can be actively used for this, which is already successfully used by brands in the fashion industry and home goods.
Traveling around Russia with "Holy Spring"
We follow the trends
Visual awareness is key. Most brands within a category school principals email database still follow established visual codes, using similar colors and shapes. Ready to innovate and grab shoppers' attention? According to a report from TrendHunter, the world's largest trend-watching community, edible packaging will be at the peak of popularity in 2025, as well as…
Packaging you want to touch
Visual perception is half the battle. We introduce tactile elements into the packaging design to engage other senses. Matte coatings, relief details, unusual materials – all this makes the packaging more interactive and tangible. In our experience, such elements work at the subconscious level: if the buyer takes the product in his hands, the chances of buying it increase dramatically. This technique is already effective in mid-price products, where the packaging is not thrown away or sent for recycling immediately after purchase. Such products are pleasant to give and receive as gifts, pay attention to this if you plan to produce such products.
Eco-packaging
Eco-friendliness is no longer a trend, but a market requirement, and it is not only about caring for nature, but also about reducing business costs. Eco-packaging minimizes waste, eliminates bulky solutions, and therefore saves space for storage and transportation.
It is important to remember: “green” design should not be just a marketing ploy, but part of the overall strategy of a brand that is ready to take responsibility for the environment. The times when you could write “Eco”, “Bio” or “Organic” on the packaging and not convey such values in the company’s work are gone, and such behavior can now be a “minus” for your brand if you really do not meet the requirements for the content of organic elements in products and do not contribute to environmental protection.
Adaptability as a key to attention
Omnichannel marketing requires flexibility in design. Packaging should be “modular”, i.e. easily transformable, remaining recognizable both on the shelf and on banners, and in the online space. This is especially relevant in the digital era, when we see a product first on social networks, and then in stores. Try to scale your identity to all communication channels and POS materials. Will your product look equally attractive on the catalog page and on the store shelf? By the way, AR (augmented reality) technologies can be actively used for this, which is already successfully used by brands in the fashion industry and home goods.