How To Build Integrity with Packaging

The Relationship Between Integrity and Packaging

Brands which people feel always do the right thing are seen to have strong Integrity. This Driver is one that can be increased through improvements to Packaging in several different ways. What you do with material is key: from the type to quantity used to the texture of your packaging – all say a lot about your brand. The on pack claims language is vital in making people feel the brand does the right thing.  

Here are a few considerations to take into account to improve your Integrity through Packaging. 

1. Does my packaging use the right quantity of material?  Brands with integrity have a voice and a purpose, but don’t over-engineer their product packaging. The use of packaging material must be purposeful and functional, or else it can come across as wasteful. This is fast becoming something that’s unacceptable in the eyes of consumers in terms of sustainability. Ensuring that your packaging is slick and premium is one thing, but making sure you don’t use more material than is necessary will help people feel your brand is striving to do the right thing. 

2. Does your brand use quality components? When people feel that good things have gone into a product – be it ingredients, materials or beyond – they feel like the brand is treating them well, and is behaving with principles. For most brands, it’s crucial for people to be able see via on pack claims that the product has been made with the best goods available.

3. Does your packaging infer quality within? Having a package which feels as though you’ve put thought and energy into it is important. People are trusting of products that are evidently making an effort and feel that it mirrors the product within. Make sure that it’s made with quality materials, so it’s strong. Make sure it personifies the benefit of the product, too. For example, healthy food products often do well with brown packaging, as it cues health and simplicity.  

4. Is my packaging recyclable?  Using 100% recyclable materials or promoting the recyclability of your packaging is a great way to increase Integrity. While this may be a longer-term play and potentially more expensive if your pack isn’t recyclable now, using more sustainable materials will position your brand on the high ground in future.  

5. Does my pack reflect the good it does for others?  Using claims on pack to explain to people the social or societal impact your brand has is a great way to increase your brand’s integrity. Consider how your brand could promote through its packaging the good it is doing in the world.

What should you do next?

• Review your current brand packaging to determine whether there are unnecessary materials used which could be reduced, or whether quality cues could be increased

• If your packaging is recyclable or sustainable, make people aware of it by promoting this on your packaging. Otherwise, put together a packaging roadmap to make improvements to your pack so it has less environmental impact. 

• Show the positive impact your brand is having on people through on pack claims, by highlighting the good your brand is doing in the world.

• Ensure that the benefits of your brand are evident on the pack too, so people know why they should be placing their trust in you.

How do I know if it’s working?

• Determining whether your Integrity is growing alongside a change in your Packaging by observing the change in your score before, during and after the change.

• Putting a claim on your pack – either physically in-store or virtually online – is a good short-term solution while a longer term play, like a packaging refresh, might be brewing.

• Keeping an eye on how people talk about your brand on relevant social media platforms, specifically around the sustainability of your packaging or the socially responsible causes you are supporting on your pack, will also give you a strong indication if your Integrity is growing. 

  
  
  Guidance from:
  Michael Coden | Head of Marketing, ProQuo AI
  
  Michael has spent 10 years developing and building brands across the US, Europe and Australasia for global companies.