primary packaging inc.


What makes packaging a crucial element for your brand’s success?

June 25, 2024
By Ben Kaplan

Packaging, when designed right, makes a perfect combination of practicality and aesthetics. Businesses must focus on the importance of packaging since packaging plays a key role in everything from marketing and brand distinction to safeguarding protection and ergonomics. Packaging is far more than just a container for your items – it is a robust tool that exhibits your brand’s values, identity, and promises to customers. In the current landscape, effective packaging holds the potential to make the difference between a product that compels attention and one that stands in obscurity. Read on to uncover what makes packaging important for your business’ success and key tips on designing impactful packaging.

Role of Packaging in Brand Success

  1. First Impressions are Big: Product packaging is the first interaction a customer has with your product. A compelling and well-created packaging compels customers’ attention to pick it up. The initial impression can impact purchasing decisions significantly in a retail environment where your product is fighting for attention.
  2. Brand Loyalty & Recognition: Recognizable packaging helps create brand recognition. When customers identify your product on the shelf due to distinctive packaging, it instills a sense of brand loyalty. Customers tend to associate the packaging with the quality and reliability of the brand.
  3. Communication Tool: Packaging works as a communication channel; they share important information about the product, such as how to use instructions, benefits, and ingredients. It can exhibit the brand’s values, such as sustainability, through eco-friendly materials or ethical sourcing information.
  4. Distinction: In the current marketplace, unique product packaging can differentiate your product from competitors. It helps exhibit what makes your product top-tier or special. It can be through innovative design, the story it tells, or functionality, or effective packaging that makes your brand look apart.
  5. Better Product Experience: Top-quality packaging improves the overall product experience. It is more than about protecting during shipping and storage; it is about convenience, ease of use, and the overall unboxing experience. Effective packaging design can improve customer loyalty and satisfaction.

Understanding Flexible Packaging Solutions

Flexible product packaging refers to packages produced using strong materials that can be easily formed, such as film, plastic, foil, and paper. These materials can be formed into various formats, such as liners, pouches, bags, and wraps. Flexible packaging solutions are increasingly popular across the industry due to their efficiency, versatility, and customer appeal.

Significance of Flexible Packaging in the Industry

  1. Versatility & Convenience: Flexible packaging can be customized to fit your unique needs, from food and beverage to pharmaceuticals and skincare. Their versatility makes them an ideal choice for businesses seeking affordable, aesthetical, and functional packaging solutions.
  2. Cost-Effectiveness: Flexible packaging demands less material and energy to produce compared to conventional rigid packaging. This means low production expenses, fewer shipping expenses due to being lightweight, and better margins for businesses.
  3. Eco-Friendliness: With growing customer awareness about environmental problems, the demand for sustainable packaging is rising. Flexible packaging contributes to sustainability efforts as it generally uses fewer resources and generates less waste. Many flexible packaging solutions are designed to be biodegradable.
  4. Extensive Shelf Life: Flexible packaging provides superior barrier properties that safeguard products against oxygen, moisture, and contaminants, thereby extending shelf life. This is important for perishable goods, reducing food waste and enhancing product quality.
  5. Customer Appeal: The functionality and convenience of flexible product packaging are highly appealing to customers. Qualities like resealable zippers, single-serve portions, and easy-to-open notches improve the user experience, driving customer preferences and repetitive purchases.   

Tips on Designing Effective Product Packaging

  1. Understand your Audience: Knowing your target marketplace is important for effective packaging design. Research about their lifestyle, preferences, and buying patterns. Tailor your packaging to fulfill their unique needs and expectations. For example, those targeting environmentally responsible customers, highlighting sustainable materials and eco-friendly design elements, can work like USPs.
  2. Focus on Functionality: Aesthetics are essential, but functionality should not be overlooked. It is important to ensure that your product packaging is easy to open, carry, and store. Think about the functionality from the customer’s perspective. Try to add features like clear labeling, resealable closures, and mobility to improve the overall user experience.
  3. Showcase Your Brand Identity: Your product packaging represents your brand, which is why you must use consistent logos, colors, fonts, and images that perfectly align with your brand’s identity. This consistency aids in developing brand recognition and conveys brand messaging every time a customer interacts with your product.
  4. Adopt Sustainability: As more and more people are gaining environmental consciousness, adding eco-friendly elements to your product packaging can help set your brand apart. Use biodegradable materials, lower the need for excessive packaging, and share your sustainability efforts on the packaging to appeal to environmentally-conscious customers.
  5. Test & Organize: Packaging design is more than a one-time effort. It’s essential to test your packaging with real customers and gather feedback. Look for insights on usability, attractiveness, and overall impression. Use this feedback to make iterative enhancements. Staying responsive to customer preferences and trends ensures that your packaging remains relevant.     


Packaging is undeniably a crucial element for a brand’s success. It goes beyond merely containing a product to becoming a critical touch-point that influences consumer perception, brand recognition, and purchasing decisions. Flexible packaging solutions are at the forefront of the packaging industry, offering versatility, cost-efficiency, and sustainability benefits that align with contemporary consumer demands.

By focusing on key aspects such as audience understanding, functionality, brand reflection, sustainability, and continuous improvement, brands can design packaging that not only protects and presents the product but also resonates with consumers and drives success in the marketplace. Whether you are launching a new product or revamping existing packaging, investing in strategic packaging design is essential for fostering brand growth and achieving long-term success.

About Field Packaging Solutions

Field Packaging Solutions acquires, invests in, and operates small to medium-sized manufacturing businesses in various segments of the packaging industry, including, but not exclusive to, polyethylene extrusion and bag converting, manufacturing of multi-wall paper bags, adhesive laminating and flexible packaging, and distribution of various packaging products. We actively seek additional companies to add to our current platforms, including the above-mentioned industries, folding cartons, and paperboard.