In Branding

Archetypes and Brand Packaging

While we’re cautioned not to judge a book by its cover, the opposite is true in branding where expectations are often established based an outward appearances.

Think about packaging for example. Our brains seem to respond to product packaging in a measured and predictable fashion. The mind first sees color, then shape, next symbols and lastly the words. Therefore our initial experience to a package is an emotional one; one that is followed by a more rational survey of the messaging.

That’s why the look and feel of packaging is a critical factor in creating alignment between your brand’s message and a prospect’s experience.

Colors alone can draw us to associate a brand to certain attributes right from the first glance:

  • Red = power, passion
  • Green = youthfulness, love of the earth
  • Blue = calm, order
  • Purple = mystery, whimsy
  • Black = exclusivity, glamour
  • Pink = sweet, sexy
  • Yellow = fun, friendly
  • Orange = playfulness, physical comfort
  • Brown = warm, dependable
  • White = simplicity, wisdom, innovation

And the emotional experience of a color choice can be further developed through thoughtful decisions about all brand elements and executions, such as the weight of a business card, the ligature on a font, the use of specialty inks or die-cuts and many other creative opportunities. Together, these outward representations of the brand can work together to tell the same story.

The 12 Archetypes

Swiss Psychiatrist, Carl Jung (who is also the founding father of the 12 archetypes we use as a foundation to create brand stories), encouraged individuals to create alignment between their persona (their outward mask) and their personality (who they truly are), allowing them project an authentic image into the world. If we extrapolate this idea loosely to brand packaging it falls in line that the emotional response invoked by brand packaging should closely align with the brand’s personality in order to retain continuity and reinforcement of the brand message.

Once you’ve established a clear, strong message about who you are, all of the things that make up your brand “package” present an additional opportunity to reinforce the message. The external wrapper sends a message and sets an expectation for what is within, whether it be a product or a service.

revolution teaConsider Revolution Tea, a smart box that seems to promise a tea evolved. Inside the box, a pyramid shaped, infuser bag contains only the most discerning and masterful blends of loose- leaf teas.

“At Revolution, we are committed to changing the way tea is served in addition to offering high quality, great tasting teas crafted to suit the taste of today’s palate.”

Does the package match the mantra? It seems to. This innovative tea is literally on the path to revolutionizing the specialty tea industry.

Packaging design that is well aligned with the personality and message of the brand creates a consistent experience that truly resonates. And packaging can certainly be harnessed to influence consumer-buying decisions. When the overall package is reinforced by the confidence of a brand, the resulting synergy becomes the stuff money is made of.

Recommended Posts
brand namesbrand storytelling