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3rd March 2021
Product packaging plays a crucial role in the decision-making process for consumers during a buying experience, both instore and online.
A study once found that 52% of online consumers would most likely return to a business if they received their product in high-quality packaging, and 74% of consumers would most likely share a photo of product packaging on their social media.
By the end of 2020, with the impact of the pandemic, the U.K.’s e-commerce market was predicted to have a total market value of £78.9 billion. This hugely competitive market has made many retailers up their game and give the consumer a real experience.
Your product packaging is more important than ever but it can be one of the most underused marketing opportunities within a business. So where do you start? And how do you tap into this huge opportunity?
Here are our top tips to consider when designing your packaging to bring your brand to life.
Your packaging is often the first physical touchpoint that the customer will see of your brand. Therefore, you must make sure it reflects your values and personality. And not just visually. You must consider the overall design and the materials used.
If, for example, one of your core values is about sustainability and protecting the environment then make sure you choose an eco-friendly material.
On the other hand, if your brand is modern, forward-thinking or in technology, then consider a sleek minimalistic approach using metallic elements and spot UV to create an impact.
When targeting the high-end market, your packaging must mirror the value of the items inside to reinforce your brand image. A plain outer box with standard packaging will not cut the mustard.
One of the greatest visual and tactile experiences when purchasing a product, especially online, is the moment of unboxing. In the fast-moving world of eCommerce, ‘unboxing’ has become a thing.
Creating a memorable moment can be the competitive edge your business needs to not only generate repeat purchases but also attract new customers. Designing and producing custom boxes are also a great way to demonstrate your brands personality.
There are so many elements that can be branded and customised to give a unique ‘unboxing’ experience, here are just a few ideas:
• Outer Packaging – one of the most important elements is the main shipping container. Traditionally a standard cardboard box was sufficient, but companies are starting to raise the bar. It must be practical and protect the contents but with so many print options available with colour, size, and design, it is time to think outside the box. Literally.
• Tissue paper & gift wrap - wrapping your products in tissue paper adds an extra level of excitement by building the anticipation. Producing custom-printed tissue paper with your corporate colours and logos goes a long way to keeping your brand in the forefront of your customer’s mind.
• Stickers – printing branded stickers looks professional, is cost effective and far more attractive than standard tape.
• Promotional materials or a business card – make sure you include inserts to remind the consumer of other products and services you offer and increase brand loyalty
• A Thank You note – adding a printed personalised ‘handwritten’ note is a great way of adding a human touch to a remote transaction and thanking your customer for their business.
Do you remember looking for your name on a Coca-Cola bottle in the local supermarket? This was the first foray into personalising a product on a mass volume from a big brand. This genius approach saw a 7% uplift in sales.
And personalised printing is not just for global companies with big budgets. With digital printing allowing much more flexibility and smaller print volumes at a cost-efficient price, any business can do this.
With sustainability and the environment being at the forefront of many businesses core operating values, reducing packaging, and focussing on eco-friendly materials is a great asset to your brand image.
You can make the most of recycled, FSC-accredited, and biodegradable materials for packaging such as the outer boxes, postage bags, wrap and air cushions – natural alternatives can include using compressed fibres from mushroom filament and coconut.
Sourcing a printer that has green credentials with a focus on producing sustainable printing will guarantee you the best results whilst adhering to your eco-friendly policies.
Packaging is an important pillar of your branding, but with so many options available it is important to know how you can balance functionality and aesthetics. Here are some more practical areas to consider:
• Cost and budget: you need to set a budget for your packaging and specify a cost per unit. This can help to inform the design and material options - and the limitations.
• Size: if you have a range of products you will need to decide if various sizes of packaging will be needed or there will be a standard measurement, as this can affect your budget and the production process.
• Weight and dimensions: consider the postage options when designing your packaging. Adhering to the standard measurements of the main delivery services can save a considerable amount on costs.
• Protection: putting adequate packaging in place is vital to make sure your product is protected and arrives in good condition. As a business, you do not want to be wasting money on returns or replacements.
At Longridge, we are print specialists with knowledge and experience in producing beautifully designed but fully functional packaging solutions for your business.
We work with you to understand your objectives and parameters, giving you the information and advice you need to make packaging an experience your customers will never forget.
Talk to us today about how we can help bring your products to life.
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