Product packaging is the extension of your brand's image - its character, aesthetic and values (image via


Successful and innovative designers understand that when it comes to selling their products, it’s all in the details. More than just storage and protection, packaging now must also appeal to a customer’s sense of style, as well as how they feel it represents your brand. Most importantly, it must make them want to buy your product instead of your competition’s. With this in mind, how much thought do you give to packaging, and what does it say about you?


Make a connection with the consumer


Packaging speaks volumes about you, and is a reflection on the quality of the apparel and accessories you’re offering. It lets customers feel appreciated by your creativity and attention to detail, and can serve as a marketing platform that, if used well, can increase  the recognition of your brand.


Each and every element of packaging should serve to support and reinforce your brand's identity (image via


Consumers today will tell you that packaging plays a significant part in their buying decision. Maybe it’s the beautifully embossed tag, the inclusion of a custom hanger or the use of recycled materials, but packaging can make them feel they just can’t leave the store without making a purchase.


Memorable packaging is also fun and original, like Görtz’s “Shoelace Birds” that were designed to attract customers to their line of children’s shoes, along with enticing shoppers to sign up for the company’s store card.


This eye-catching package design from Görtz was meant to increase traffic to the children's shoe department (image via


Make the sale before your merchandise hits the sales floor


Yet, while the consumer is ultimately the one who purchases your clothes and accessories, don’t discount the importance of appealing to the retailers. This group can sometimes be taken for granted, but in actuality, you’ve got to make them feel more enthusiastic about your collections than the customers, and do it right from the get-go.


Believe it or not, packaging can sway a buyer’s decision about how and where to display your collection. From the moment your designs are delivered to their store, can retailers barely contain their excitement about what they are about to see? Does the merchandise exceed their expectations? Can they envision delighting shoppers by offering your collection on the sales floor? If you can answer these questions with a resounding “yes”,  you’re ahead of the game.


The tags for True Green by Free People do a great job in terms of communicating the values of this sustainable line, and function as flower seed packets to further promote green living (by Kristin Hinkley at


In fact, even something that seems innocuous, like a hang tag, can have a significant effect on how your label is perceived. Hang tags must be both stylish and functional. They shouldn’t just provide helpful information, such as how to care for the item, but must reflect the value and uniqueness of your brand.


Good design means investing in your brand


From graphic design to paper stock and card finish, there are plenty of details to consider when it comes to product packaging. While you can consult your internal marketing team (if you have one) about this, we also recommend working with outside agencies whose knowledge and experience are worth tapping into. Design experts fully understand that packaging is now intrinsically part of the product itself, and can advise you on how to use that to your advantage by raising the value and appeal of your merchandise.


Thoughtful packaging helps create unforgettable shopping experience (image via


Investing in design doesn’t necessarily mean spending a lot, but the value is in gaining ideas on how to make packaging both visually appealing and aligned with your brand. That means your aim is to create something clever and memorable that also represents who you are.


Wrap it all up 


In the end, all the elements of packaging must complement each other and work cohesively in order to support and promote your brand image. The attention to detail also shows customers you care. Put those principles together, and you’ve created a memorable experience that shoppers will want to share with each other, thus organically increasing your label’s exposure.