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Using your packaging as a form of marketing, sometimes called ‘Packvertising’ is a crucial, and often overlooked part of the box design. In a well-thought definition, provided by O’Reilly, you find that: “Packaging design is the connection of form, structure, materials, colour, imagery, typography, and regulatory information with ancillary design elements to make a product suitable for marketing.” To put that into a simpler form: Your packaging is an element of your marketing strategy. It needs to:
  • Appeal to a well-defined buyer persona
  • Promote your product’s unique selling point
  • Communicate your brand’s identity
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