Design Innovation

Packaging Brand Identity

by Tytti Hämäläinen, M-real

A brand is a carefully crafted promise. Its ultimate success or failure, however, depends on just a few seconds at the point of sale, where most purchasing decisions are made. The role of packaging in that moment of truth is crucial. In retail, lasting impressions are made at first sight—and touch. M-real has conducted research into how carton shape, board grade, surface finishes, and stiffness influence consumers.

Consumers quickly notice if the packaging does not match the perceived brand identity. Both shoppers and retailers alike equate a sturdy, attractively printed package with a high-quality product—and when the package is also of good quality, based on the results, brand owners and retailers are able to gain higher revenue by choosing the right board grade.

Size, shape, 
and feel

The consumer perception study carried out by M-real Consumer Packaging on chocolate packages showed that when consumers are considering shape, unique shapes receive the most attention. But when they open the packages, they quite quickly change their minds; usability and openability are important characteristics when it comes to deciding whether to purchase the product again. The study also showed that consumers are prepared to pay more for products packed in special or unusual packaging.

Another consumer perception study made by M-real Consumer Packaging with a leading Finnish cosmetics brand confirmed that a high-gloss finish generates a luxurious feel and high-rigidity paperboard makes the product appear trustworthy and substantial.

Creating an immediately favorable impression begins with paperboard of high brightness and smoothness, skillfully printed with a stylish design. Further flourishes, such as special effects and printing on the reverse, can be added according to the brand personality. With innovative and high-quality packaging, it is possible to stand out and communicate your brand more efficiently—and generate higher revenue.