Packaging & Branding

By definition, the logotype is the visual representation of a trademark or an organization. By extension, it would be the image most representative of the brand and best memorized by the general public. This postulate, which would place the logo at the top of the elements of recognition of the brand, is well anchored in the minds of a large number of communication and marketing professionals. However, this principle is perfectly erroneous in most cases. Indeed, what is the image of a bank, for a non-customer of the establishment, who nevertheless happens to make some cash withdrawals from the vending machine? The facade of the branch is made up of different elements. The image of a brand is a set of signs juxtaposed in a standard principle of depositing the logotype of the brand, even theatricalization, composed of geometric shapes, colors and typographies. The same applies to large retailers. We can better memorize the globality of what is presented to us, the forms composed by the great graphic lines and the masses of sliced ​​colors, and all that I call pixels, that is, the distinctive elements that make up the representation. In most brand deployment systems, the logotype is only one pixel in a global graphic composition. This status of the logotype is even more obvious on the packaging of the major brands.
Packaging, the first representation of the offer and the brand
If the contents of a packaging can symbolize the soul of the consumer product, its shape undoubtedly represents its body. Packaging is the physical appearance of the product, it is also for a large number of consumers the image of the brand. It is not a round table in which the interviewee does not describe the packaging of a product to refer to a brand, not a word on the logo. Thus, for consumer products, packaging has a "silhouette" and a "face" perfectly recognized by consumers and assimilated as the most representative figure of the image of the brand. In fact, packaging is often well better memorized than the only logotype. They are for a lot of products, the visual identity of their brand, but also its tactile identity, a kind of fingerprint. Just back from elsewhere, because it is well from the product offering that were built all major brands of consumer products.
Identity packaging
In the first place, it is by following its peripheries that we identify a packaging. An original shape is essential for us to instantly recognize a product at the point of sale. However, it is the color that will help us to perceive the contours and to better discern the packagings between them, especially if they have an almost identical shape. When we get closer, we can see reliefs on some packaging. Consisting of embossings, decorative or typographic engravings, technical flutes, all of these patterns on the surface of the packaging actively participates in making the shape even more original, and therefore more identifiable. The texture of the packaging material is also a vector of identification. Packaging is systematically taken care of, so it is wise to work on its tactile identity. The nature of the material and the appearance of its finish are discriminating, especially since this axis of work is still relatively little exploited to date. Finally, of course, it is via their graphics that all the major brands have, initially, created and seated their visual identity. However, reading a logotype is done in the same way as any other form. The most identifiable and best memorable logotypes are those which have made the graphic choice of simple shapes with specific and sliced ​​colors.
Identity by Form
Form is the founding foundation that determines the identity of a packaged product. In a sales situation in the shelves, the contours of a shape are distinguished from a distance, they signal the product well before the elements of decors. The form of packaging, which is above all else, functional, must also be original to stand out and increase its recognition by the consumer. In order to be even more attractive and convincing, the packaging is even more aesthetic, it offers always more benefits of use ...
Identity by color
Color is the most effective differentiating principle of packagings. The color, which is perceived from a distance, allows to recognize immediately a packaging, because an original shade is, even unconsciously, very easy to memorize by the consumer. Color is often used for brand recognition because it has an extremely strong signal strength; it is also used to codify markets and classify the product offer. However, we must not forget that color is an energizing feeling that strongly influences our perception and our feelings of things. A red packaging does not evoke the same thing as a white or blue packaging. Color has a temperature that our eyes interpret and our body feels without even being aware of it. Moreover, its symbolism varies according to the different cultures.
Identity through graphics
The design of the packaging carries the essence of the communication of the brand and the product. The logotype is the main graphic symbol that a packaging carries, it is in a way the first word pronounced by the brand to introduce its communication. This one must be extremely visible and clear, because for the average people, a graphic is readable to less than one meter. In order to be instantly recognized, a brand whose main support is packaging, must adopt simple graphic forms, easily memorized and sliced ​​colors to ensure that the signal function of its logo is strong.
Identity through relief
A packaging is not always a smooth object. Its reliefs also help define the identity of the brand. Glass bottles have long been decorative engravings borrowed from the identity of the brand. Nevertheless, it is with the plastic bottles, for a purely technical reason, that the reliefs will be multiplied. Indeed, the different levels of the hollows form grooves which ensure the rigidity of the plastic bottle. The designers will combine this technical constraint with an aesthetic objective so that the reliefs are original and consequently become identity. The other types of packaging made from various materials also make it possible to "make speak the reliefs" at the service of the image of the brand.
Identity through texture
The packaging material is of particular importance, both visually and in terms of touch. The "soft-touch" aspects give the packagings a special feeling and give them a better grip. Reflections, mother-of-pearl, iridescence of certain materials, bring kinetic effects to packaging that changes appearance according to our movement under the effect of light. An original material brings more sensuality to the visual identity of the brand by giving birth to its tactile identity. Thus, it strengthens the proximity between the product and its consumer.
It is the judicious combination of all these elements of expressions of the visual and tactile language that allows the mark to speak in a coherent and multidirectional way. The packaging thus becomes identity, recognizable among all. It allows the brand to build a much richer identity than that transmitted by its logotype alone.