Be in Touch: The Power of Print and Packaging for Modern Brands

In an era where digital might dominate, print and packaging are still vital tools for brands looking to connect and stay engaged with their clients and consumers.

Like other media choices, the materials produced should serve as a visual and functional extension of your brand’s story to create trust and build recognition with each touchpoint. By offering a tangible, often emotional experience for the senses – something that isn’t likely to go out of style any time soon – print and packaging create lasting impressions and lasting brand loyalty.

In this article, AHM Art Director Nick Stratton highlights how thoughtfully crafted print and packaging design can convey a brand’s story and values in ways that digital media can’t.

“It’s important to ensure the physical material aligns with the brand’s core values and mission,” explains Nick. “It should communicate what the brand stands for. Consistency in design helps reinforce brand recognition and loyalty.”

AHM emphasizes close and focused collaboration during the design process to ensure print and packaging materials meet the aesthetic and practical needs of both the client and the end consumer. This shared, hands-on approach ensures that the final product is not only beautiful but also tailored to the brand’s practical goals.

“It starts with some in-depth conversations to understand the client’s vision, objectives and any specific requirements they have,” Nick says. “Then we identify materials that meet both functional and stylistic criteria. I always recommend physical samples so clients can really experience for themselves how the materials will look and feel in real life.”

When it comes to print and packaging design, collaboration at AHM also extends to a group of trusted material and production vendors. These partnerships further streamline the process by allowing for both reliable quality and cost-efficiency.

“Having great relationships with multiple vendors means we can compare schedules, availability, quotes and negotiate better pricing,” says Nick. “This ensures clients can stay on-time and on-budget without ever needing to compromise on quality.”

By working with seasoned professionals on your brand’s packaging or printed materials – from design and development to printing and delivery – you can avoid some of the missteps and pitfalls that Nick sees from many companies and organizations.

“Designs that focus too much on visual elements can obscure important information like product details, instructions or value propositions,” Nick says. “Clear communication is essential.”

Another frequent pitfall is failing to consider how packaging will stand out on a crowded store shelf. It’s essential for brands to strike a balance between aesthetic appeal and functionality so that the packaging not only grabs attention but also delivers on usability.

“Packaging needs to stand out on the shelf while remaining functional,” Nick explains. “Brands sometimes fail to balance eye-catching design with practical visibility and accessibility.”

Skipping the testing phase is another frequent misstep. AHM’s focus on creating prototypes and testing them in real-world scenarios ensures that print and packaging elements not only look great but also function as intended.

“Some brands rush to production without testing prototypes,” says Nick. “This can lead to unforeseen issues with how customers use or experience a piece of packaging or printed material.”

And while it may seem like digital media is where all the innovation is happening, Nick sees some important trends currently shaping the world of print and packaging.

“Smart packaging, which integrates technology like QR codes and augmented reality, is becoming more common,” he says. “It provides additional information, promotions or interactive experiences and tries to bridge that gap between physical and digital realms. At the same time, there’s an opposing trend toward simplicity where minimalistic designs convey a brand’s message cleanly and without clutter.”

When it comes to creating strategic, effective print and packaging for your brand, AHM is dedicated to helping consumers unfold just the right impression. Curious how we’ve helped brands like yours turn print and packaging opportunities into consumer engagement? Explore our case studies and see how AHM puts brands in touch with their most important audiences.