Marketing experts agree that employing creative product packaging practices is one of the most reliable ways for companies to express their identity. This is the primary reason why thorough research is carried out just to pick colors and images for brand logos.

In addition to that, thoughtful packaging design can effectively exhibit a company’s values. According to product packaging specialists, the way products are wrapped or packed shows how a company prioritizes hygiene and cleanliness, convenience, and even environmental responsibility.

For example, double packaging is the customary design for convenience store food items. A lot of folks like to point out that it’s wasteful. However, packaging experts point out that one of the primary reasons for double packaging is to preserve the quality of the product by sealing in freshness. Another is to prevent the intermixing of scents, which can automatically make the product unappealing to consumers. Double packaging is a carefully thought-out sale strategy,

Indeed, product packaging design is an integral component of empowering a brand. Therefore, if you want it to work optimally to boost your brand’s image and reputation, it’s imperative to work in all the vital variables. To help with this, here are seven tips for creating a beneficial packaging design from a top branding consultancy in Dubai.

1. Choose Signature Colors Wisely

The 100-point checklist of product packaging designers always includes signature colors. It is crucial to choose colors that align with your industry and, at the same time, say so much about the values your brand stands for.

To help you determine the best colors to signify your brand, study the psychology of color. This covers the emotions people associate with different hues, as well the way that colors powerfully reinforce messages.

Also, when choosing your signature colors, study how combinations, shades, intensity, and opacity allow your brand to stand out. For this, you can run comparative studies and surveys.

2. Prioritize Beauty

While the main purpose of packaging is to protect the main product, ultimately, it needs to look good. Why? This conveys the good intentions and wishes of the company.

So, study images, typefaces, background design, and spacing principles. All these visual components produce beauty and boost the stickiness of a brand.

3. Balance Individualistic Beauty with Functionality

As much as possible, always make sure that design components intended for style also have a functional quality to them. In an age wherein end-users have such a keen critical eye for things, you never want to generate ire for focusing too much on beautiful packaging that you become wasteful with materials.

As such, anytime you want to implement a stylish upgrade to your packaging, come up with a mechanism that will make it useful. The best product packaging designers can help you with this challenge. With the innovative designs they can come up with, for sure, your customers will be impressed.

4. Implement Eco-Consciousness

One of the values that resonates well with today’s consumers is eco-responsibility or being green. Numerous studies reveal that there’s always strong support for brands focused on sustainability because a lot of people aspire to live a more sustainable and eco-friendly life.

Stressing the alignment of a brand to such a strongly held and respected value is best accomplished through product packaging design. It can utilize the best green materials and ensure functional versatility and reusability. All of these help consumers get a positive, powerful and long-lasting impression of a brand.

5. Make the Packaging Durable

Durable product packaging design speaks volumes about a brand’s commitment to top-notch customer service. For example, one wine company invested in innovative box design for its packaging. The box doesn’t make use of adhesives, ribbons, and staples. What it has instead are strategically placed cuts and folds.

In a durability test which involved dropping a box which contained two bottles of wine, this design proved to be the most effective at keeping the wine safe. Due to this, the wine brand has become a top-selling gift item.

Consumers say that durable packaging truly makes all the difference because it means not having to be too concerned about the risk of suddenly dropping the product while they’re rushing about. They also don’t have to worry about the unpredictable transit involved when they have the wine shipped.

6. Address Accessibility Issues

Most product packaging designs these days are concentrated on making product packaging easy for people with mobility issues, such as the elderly or individuals with special needs. By making packaging easy to work with for everybody, a brand can ensure repeat purchases.

It’s important to mention as well that with the mindset of catering to people with mobility issues, a brand automatically earns the reputation of being inclusive. Inclusivity is such a powerful marketing strategy these days.

And, if you think about it, product packaging that can be easily managed by people who have poor motor skills is simply the best there is. This shows that if they have no trouble with it, everybody else will find it convenient as well.

7. Make the Ritual of Unwrapping a Positive One

It can really boost a brand’s image if it can offer a delightful unboxing or unwrapping experience. When every product feels like a gift, end-users appreciate it more and gain a beautiful memory, and this is something that you want for your brand.

That’s why it is crucial to prioritize beauty and balance it with functionality. Likewise, it wouldn’t hurt to add a few creative components that can make the packaging a part of the gift instead of the prelude to the gift. Creating an exciting ritual for unwrapping a product is an excellent way of demonstrating sincere consideration for the end-user.

Wrapping Up

Branding and packaging are essential components for achieving success in the retail world. This is why companies should never tire of coming up with innovative designs for product packaging. It is highly effective in aiding businesses in their goal of delivering convenience and quality to their market, and at the same time, harnessing brand loyalty.

Therefore, make sure to prioritize the packaging design for your products and invest in a really good one. Work with a top branding agency with an impressive creative digital portfolio to help you design a memorable brand logo and impressive packaging that will help your products stand out.


Hasan Fadlallah is a Serial Entrepreneur – Founder & CEO of Brand Lounge, the region’s leading and award-winning branding consultancy, whose role is to help organizations align their business behind an idea that will deliver success time and again. Equipped with over 20 years of professional consulting experience, today, he advises businesses throughout the Gulf and Africa on brand development and in 2014 was recognized by the World Brand Congress, who awarded him the prestigious Brand Leadership award in Brand Excellence.