Trust is built with consistency

Packaging is the first physical interaction a consumer has with a product. A remarkable blend of artistry and strategy lies at the heart of every successful product. A well-designed pack instils trust and credibility, laying the foundation for a positive brand-consumer relationship.

Consumer trust is the defining factor of successful branding. Trust and loyalty were traditionally elusive and slow to build for growing brands. Today, however, the instantaneous reach brands can achieve with their audiences through online channels has transformed the potential for new start-ups to gain a loyal following in a much shorter period.

Trust is built on authenticity, so infusing every touchpoint with unapologetic flair and genuine personality is essential. It brings a brand to life with magnetic visuals, supercharged packaging, and a website and social graphics that make the competition shake in their boots.

Digital technologies and social media give brands greater consumer access and create new ways to engage and interact. But they also make it easy for customers to abandon or damage a brand they feel has done wrong.

For that reason, earning brand loyalty in this environment is far tougher than it ever has been, so marketers must continually nurture these relationships as their role in consumers’ lives changes.

Consumers expect the businesses they support to behave ethically, operate transparently, and take a stand on issues that matter. Companies that do this will earn consumers’ respect and loyalty—and will be rewarded through a virtuous circle of good brand karma.

And that’s why London Packaging Week goes beyond the traditional exhibition format. The bespoke workshops, seminars, and awards enable visitors to explore the latest packaging developments and learn from industry experts.

Trust will undoubtedly be a key theme for the thousands attending on September 21 & 22, with hundreds of exhibitors keen to show how it can be built through design that promotes a sense of honesty, professionalism, aspiration, and shareability. These factors help target audiences feel reassured when engaging with a brand.

Focus on them, not the brand!

Ask ten customers to describe their experience with a brand. Of the ten descriptions, at least seven should use almost identical vocabulary to describe the company, product, or packaging. The adjectives should be the same. The more consistent the responses, the stronger the brand.

Many people walk into a shop and look for products they’ve bought for years based on the packaging. It’s the visual cues, carefully embedded in the packaging, that help people sort things and find what they want faster. That’s why when major brands change their colours, logos, etc. it can confuse customers. 

Packaging design fills in all the blanks that the written word misses out on; it communicates a brand’s personality, values and overall identity to the audience. 

Packaging does need to engage interest as part of a cohesive branding strategy initially; however, it also needs to inform target audiences of the brand or product’s place in the industry and why the product is special. People favour transparency to quickly decide whether a product or brand is right for them and support them without concern.

For any brand looking to enhance its exposure and uptake through customer trust, clearly defining the brand’s purpose and goals will enable them to create packaging that consistently addresses consumer needs and positively influences their interactions. It’s equally crucial to adapt to evolving attitudes and behaviours by involving target customers in the branding and packaging process. This way, customers can help brand teams develop new products, packaging and deliver marketing strategies that truly attract them, ultimately enabling trust in the brand.

When a brand is so familiar with its packaging design and hasn’t considered it from the perspective of a new customer for a while, it may be difficult to identify what stands out. That’s where it pays to involve those immersed in the packaging design world. London’s vibrant home for packaging innovation and design will walk attendees through that immersive process, where the right materials and shapes are matched to the desired sensory cues that trigger a positive response in the consumer’s mind.

From material research to manufacturing and finishing processes, the two-day, four-sector showpiece events are designed to help luxury brand owners leverage the potential that materials have to fine-tune the perceived value of the packaging design and, therefore, the brand.