The Strategic Role of Product Packaging in Public Relations and Brand Perception

Photo Courtsey of Storyblocks

Marketing impacts a brand by building awareness and driving revenue. Public relations, advertising, and branding are some of the most important aspects when it comes to marketing. However, product packaging is just as significant in creating brand awareness.

Picture yourself walking down a hair care aisle at a store like Walmart or Target. You’re looking to purchase a new shampoo and conditioner. What catches your attention? It may be the colors, fonts, shape of the bottle, or even just the name. You pick up a light pink shampoo bottle, shaped like a heart. This bottle has a “limited edition” label on it. Next to it is a white, rectangular shampoo bottle that lists the same benefits as the pink bottle in your hand. The pink bottle is only $2 more than the white one, so you decide to purchase the pink one because the shape is cute, the color is fun, and since it’s limited edition, it may not be there next time. These marketing tactics are used by brands to catch the consumer’s attention.

First Impressions and Attention

Product packaging is the first impression a brand has on consumers. Like the scenario above, the color and shape of a shampoo bottle can influence what the consumer buys. High-quality packaging is a huge factor in consumer decisions. A well-crafted package reflects the effort a brand may go through to create its product. The packaging needs to reflect the price as well. In an age of oversaturated markets and limited attention spans due to technology, brands need to grab the attention of consumers more than ever. What makes the consumer grab their product over the one next to them?

Brand Identity and Recognition

Packaging often features logos or specific colors that build brand recognition. Tiffany’s iconic blue box has elevated the brand by transforming packaging into a coveted, instantly recognizable status symbol representing luxury and love. The box is recognizable globally without needing a logo on the box. The blue box is almost as desirable as the diamond jewelry stored within it. Packaging helps reinforce brand values, message, mission, and story.

Consumer Experience and Convenience

Practical, easy-to-open, and durable packaging enhances the consumer’s experience. It can be bad publicity for a brand if their product is hard to use or breaks easily. Last month, influencer Alix Earle released a skincare line, ‘Reale Actives’. Her brand has recently been receiving negative online recognition, as consumers have difficulty opening and using her product. The pump on the “Dew More” moisturizer does not consistently work, as consumers have taken to TikTok to demonstrate this. When product packaging has a flaw, the internet will take notice.