The tactile texture of the card, the impact of the design, how the product is presented when you open the top, all contribute to the experience your customers have when they come into contact with your packaging. Done well, this customer interaction can have a hugely positive effect on your brand.
Your packaging should tie seamlessly into your brand. If your brand’s components all match up; in terms of getting customers to remember you, you’re probably onto a winner. If everything you produce looks disjointed, your potential customers could walk away confused.
If your graphic design is done well, and your products stand out on the shelf next to those of your competitors, why wouldn’t that ideal customer of yours pick it up and take a look?
The same goes for the rest of your graphic design – if your brand identity is strong against that of your competitors’, it can help drive your business forward.