The Art of Package Design

BRANDING & PRODUCT LOYALTY
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In packaging, a brand promise can be broken by design
flaws such as:
1. Promising a product that is superior to a competitor but it
is not.
2. Copying of a competitor’s design to confuse the consumer
3. Packaging structure that is difficult to open or use
4. Type that is hard to read or poorly written
5. Images on the package that do not resemble the contents.
BRAND EQUITY
As you develop and deliver branded packaging people will
begin to recognize the different elements of your design and if
successful, will identify it with quality and value. This is a measure
of your legitimacy and reliability. The visual elements of
your brand have become tangible assets and become your Brand
Equity.
In order to create Brand Equity you need to deliver on the
promises you make. This said, Brand Equity is not developed
overnight. You need to consistently deliver or exceed expectations
and never lose sight of the value of Brand Equity or how
easily you can lose it by not fulfilling expectations.
BRAND LOYALTY
Brand Loyalty could also be translated as “Trust”. As you deliver
quality products that stand up to your marketing hype, con-