Does Packaging Design Affect Marketing?

When it comes to packaging design, does it affect marketing? Should you focus on marketing your product or focusing on the appearance of your product?

The answer to these questions is yes. With a good package design, you advertise and inform your consumer about what the product is and the benefits of using it and allow them to try out and experience different things. So what is the result? You increase your sales and your consumer base.

It means you do not necessarily need to focus on marketing first; instead, you should put more of your efforts into designing a good package and bringing it to life through various promotional activities and use these as tools for marketing later on.

How does the design of your package affect marketing?

1. It sets your product apart from the rest of the market

If you have a good design for your package, it will provide a unique experience to your consumers. It is just as every person has a different taste and preference. People want good-tasting food rather than bad-tasting one regardless of its nutrition facts because nobody wants to put something in their mouths and be forced to swallow it.

2. It sets the mood for your consumers

If you can think about a time when you saw a beautiful dress in a shop right next to the entrance, but there were other dresses mixed with coats deeper inside of the store. What was your immediate reaction? You likely went out and bought the dress. It is because the way you visually perceive your surroundings sets the mood for everything else that follows.

3. It sets the price point of your product

A good package design is meant to grab people’s attention, but it also needs to be functional and serve its purpose well. A great example is Apple’s iPod Shuffle packaging which has a magnetic closure. It is functional and gives the impression that it’s a high-quality product.

4. It creates an identity for your product

Your package design should reach out to the consumer and speak on behalf of your brand. It is the primary way for consumers to identify you and your products. It is why you need to have a unique design that will also extend your brand.

5. It is a free advertisement for your brand

As we all know, effective marketing costs money. So you want to get value from everything that you spend. Having an eye-catching design for your package will not only give it an edge in the market but can also be used as a promotional tool at no extra cost.

6. It is a memorable experience for your consumer

Once again, the design of your package should give the impression that you are offering high-quality products. It will not only create an identity for your brand, but it’s also something that people remember in the long run.

All of the above-listed points demonstrate how package design is a tool for marketing. The next question that you need to ask yourself is, “What are your motives?” If you’re only doing it to acquire more customers, then package design should be able to fulfill that role.

The bottom line is package design is only one of the many tools in your arsenal for getting more customers.


Sudarsan Chakraborty is a professional writer. He contributes to many high-quality blogs. He loves to write on various topics.