Picking packaging based on sustainability does not call for a compromise on branding. Whether a brand selects recyclable, post-consumer recycled or other sustainable materials for stand up pouches, the use of compostable polymer-based inks and solventless lamination enables packaging to be fully customized. Here are five ways to boost the branding of sustainable packaging.
Less Is More
A minimalist approach to packaging extends to the materials used and designs printed on pouches or rollstock. Taking a “less is more” approach to package design can be an effective way to make products stand out on store shelves and in ecommerce marketplaces.
Simple styling is on trend, so it is crucial that packaging provide consumers with a clear concept of a product for sale. Connected packaging is the best way to increase brand awareness while keeping packaging simple. Printing a QR code on each package makes it easy for customers to find out more about a product or company.
Innovative Material Choices
Choosing packaging materials that are sustainable can be a good basis for brand-building. A brand committed to environmental responsibility can experiment with options for customizing the look and feel of sustainable packaging. Polyethylene is the most popular sustainable packaging material.
A brand might want to design printed mylar bags or other pouch materials with design options such as clouded or clear product windows, foil knockouts and varied finishes. Other types of sustainable packaging can contribute to branding in unique ways. For instance, compostable films can help a brand associate itself with nature. The materials a brand selects and how it presents packaging to customers both offer opportunities for branding.
Packaging Color Schemes
Brands should factor several color choices into designs. The background color of packaging, colors of fonts used to indicate a product and brand name and the colors in graphics all contribute toward branding.
In general, packaging colors should correspond to contents. For the purposes of branding, a producer may want to feature a consistent color scheme or colored elements in multiple designs. Otherwise, colors on digitally printed packaging can vary based on flavor or product SKU.
Connected Packaging Features
Sustainable packaging materials can be printed with QR codes that direct consumers or retailers to resources online. A brand could choose to use serialized QR codes to verify product authenticity. Serialized codes are also useful for branding strategies such as loyalty and reward programs.
The options for branding through connected packaging are unlimited. One way that connected packaging can contribute toward sustainability and creative branding is to offer sourcing information or disposal instructions. Connecting consumers with the product life cycle fosters relationships with a brand.
Product Line Designs
Consumables should be packaged in materials that correspond to the contents and the identity of a brand. Items in the same product line might have consistent designs that also incorporate universal branded elements.
A brand that chooses sustainable packaging has already made a meaningful decision for branding. Many consumers seek out products from companies that are committed to eco-friendly operations. Digitally printed designs on stand-up or lie-flat pouches offer further branding opportunities.