YES, BRANDING & PACKAGING STILL MATTER

WHY INVESTING IN BRAND DESIGN & PACKAGING IS MORE CRITICAL THAN EVER

Approximate 6-8 Minute Read

In the world of consumer-packaged goods (CPG), the role of packaging goes far beyond protection and containment—it’s the physical embodiment of the brand. Yet, as digital commerce continues to grow, many companies question whether they should continue investing in packaging design when consumers increasingly purchase without ever seeing or touching the product in person.

At Fisher Design, we believe that brand design, product architecture, and packaging innovation are more vital than ever. Whether a product is sitting on a retail shelf, appearing as a thumbnail in an e-commerce store, or arriving in a consumer’s hands through a delivery box, its physical, tactile and visual identity shapes perception, influences purchasing decisions, and impacts brand loyalty.

The Business Case for Investing in Packaging Design
The brands that succeed in today’s marketplace—both in-store and online—understand that packaging is one of the most powerful marketing tools at their disposal. Investing in a strong product portfolio architecture, breakthrough graphic design, and intuitive communication hierarchy pays off in multiple ways:

• Stronger Brand Recognition & Wayfinding – Consumers need to quickly identify a product within a portfolio. A well-structured design system helps them find what they need, whether they are scanning a store shelf or scrolling through an e-commerce site. For brands with multiple options, a strategic approach to wayfinding can help increase the likelihood a consumer will “trade-up” to a more premium option.
• Increased Purchase Conversion – Packaging serves as a silent salesperson, instantly conveying product benefits and differentiating the brand from competitors. The faster a consumer can understand what a product is and why it matters, the more likely they are to buy.
• Higher Customer Satisfaction & Retention – A seamless, delightful unboxing experience—from premium materials to easy-open structures—enhances perceived value and encourages repeat purchases.
• Better Online Ratings & Reviews – Packaging design directly impacts product perception, and in an era where consumer reviews drive purchasing decisions, a well-designed unboxing experience can mean the difference between a 3-star and a 5-star review.
  
  

• Packaging Must Work at All Scales – In a digital storefront, a product’s packaging must stand out even as a tiny thumbnail. Investing in high-contrast colors, clear product naming, and an unmistakable visual identity ensures that consumers recognize the brand instantly—even on Amazon’s crowded pages.
• Unboxing is the New Shelf Experience – If physical retail allows for impulse purchases, unboxing is the new “first impression” in e-commerce. A well-designed packaging experience elevates the product, reinforces branding, and drives word-of-mouth marketing.
• Consumers Expect More, Even Online – High-end brands like Apple, Glossier, and Dyson have mastered the art of elevated packaging in e-commerce. Their investment in premium materials, tactile elements, and thoughtful unboxing experiences creates emotional connections that drive loyalty and social sharing.

• Sustainability Drives Brand Preference – According to Nielsen, 73% of global consumers say they would change their consumption habits to reduce environmental impact. Brands that integrate sustainable materials and minimize packaging waste gain a competitive edge.
• Regulatory Compliance is Growing – Europe has already implemented stricter eco-friendly packaging regulations, and the U.S. is following suit. Brands that invest in ESG-compliant packaging now will be better positioned for the future.
• Leading Brands Are Already Winning – Unilever, Nestlé, and L’Oréal have all made major investments in sustainable packaging innovation, from biodegradable materials to refillable product models. Their commitment has not only reduced waste but strengthened consumer trust and differentiated their brands in a crowded marketplace. And Huffy, one of our own beloved clients, has engineered a new way to build, box and package products that has resulted in a drastic reduction in their physical footprint. The new system freed up over 50% of additional space in their shipping containers. 

Cultural Differences in Packaging Expectations: U.S. vs. Europe vs. Asia Pacific
Consumer expectations around packaging vary by region, and global brands must design for these nuances.

• United States – American consumers favor bold, eye-catching branding, clear product claims, and premium unboxing experiences. They expect convenience (easy-open packaging) and often prioritize brand loyalty over sustainability—though this is shifting among younger demographics.
• Europe & UK – European consumers lean toward minimalist, sophisticated packaging with a focus on sustainability. Regulatory policies, such as plastic reduction laws, make eco-conscious design a necessity. Brands that invest in recyclable or biodegradable materials win trust more quickly in this market.
• Asia-Pacific – Consumers in Japan, China, and South Korea tend to value high-end, intricate packaging that enhances perceived product value. In these markets, packaging quality is often as important as the product itself. Luxury brands, in particular, must prioritize detail, texture, and presentation.

To compete globally, brands need to balance regional expectations while maintaining a cohesive identity. At Fisher Design, we help companies scale packaging solutions that feel localized yet premium, ensuring efficiency without sacrificing design integrity.

Packaging Innovation That Pays Off: Brands Leading the Way
Brands that have invested in packaging innovation are seeing tangible business results:

• Coca-Cola’s “Sip & Scan” Digital Integration – Coca-Cola enhanced its packaging with QR codes, allowing consumers to access exclusive content. This bridged the gap between physical packaging and digital engagement, driving brand loyalty.
• Method’s Distinctive Packaging Design – Method’s iconic, curved bottle design helped the brand stand out in the competitive cleaning category. Their investment in both aesthetic and functional design led to rapid growth and acquisition by SC Johnson.
• Amazon’s Frustration-Free Packaging – Amazon redesigned its packaging strategy to eliminate waste and improve customer experience. Their “frustration-free” packaging initiative not only improved efficiency but also reduced complaints, improving ratings and reviews.

The Fisher Design Difference: Scaling Packaging Excellence
At Fisher Design, we understand that packaging isn’t just a wrapper—it’s a strategic business tool. Our approach ensures that:

• Brand Identity & Product Architecture Are Seamless – We create cohesive product families that make wayfinding easy and branding unmistakable.
• Packaging Design Balances Form & Function – We ensure that breakthrough graphic design, tactile elements, and unique structures enhance both retail impact and e-commerce viability.
• Sustainability & Innovation Work Together – We help brands reduce waste, optimize materials, and meet ESG goals without sacrificing visual appeal.
• Global Scalability Without Generic Design – Whether you’re launching in the U.S., Europe, or Asia, we ensure that packaging solutions are efficient yet customized for each market.