When it comes to packaging your products, the choices you make here can have a significant impact on a customer’s perception of your brand and be the key to building a loyal customer base.
In this post, we’ll be sharing our expert packaging insights on how your business can harness the power of packaging, using it to create a positive connection with customers and solidify the identity of your brand.
Champion a consistent brand message
In order to establish your brand as a legitimate business worthy of earning the trust and loyalty of your customers, you need to ensure you get off on the right foot by championing a consistent approach to your brand messaging.
Firstly, a cohesive branding approach will make it easier for you to promote your products to consumers, as well as making it easier for them to recognise who you are, what you’re offering and what value it adds to them in the process.
From an eye-catching logo and instantly familiar tagline to a stand-out colour palette and informative product information, when it comes to your packaging, ensure each small detail ties together with your overall brand objectives - creating a strong and recognisable product from the get-go.
Create an impact
Whether your products sit on physical shelves in stores or virtual ones online (or both), you need to ensure that they create an impact on consumers, which is where your packaging and branding come together.
Before you begin to finalise product packaging, have a solid understanding of your consumers, as well as the competition you’re up against. Take the time to delve deep into your consumer profile, identifying the things they like, don’t like and what makes them choose one product over another.
You can also analyse similar products on the market and identify key packaging design elements, such as colour and branding, that consistently work within your market sector. This should help you devise a packaging design that’s guaranteed to resonate with your target audience.
We’re not talking about simply imitating what your competitors are doing though, this approach could mean your products fade into the background against more established brands. However, taking a few key elements and giving them your own, unique take could ensure you have a recipe for success. This could be adding a textured finish to outer materials, opting for an unusual shape or picking an unconventional colour scheme.
Deliver an experience
Your product packaging design offers the perfect opportunity for you to engage with customers and assert your brand in a natural way by creating an emotional connection with them.
There are a multitude of ways you can do this, such as tapping into the ‘unboxing’ phenomenon that’s been around since the early 2000s, but shows no signs of going away. For the uninitiated, this concept involves someone filming the unwrapping of a product (typically high priced items such as electronics) that delivers a sense of anticipation and excitement throughout the product reveal.
However, other ways to create an experience and emotional connection with a product could be as simple as picking the right strapline or crafting a product wrap that taps into a feeling of nostalgia, instantly making your products seem familiar and comforting.
You can even find quirky ways to personalise your packaging specifically to consumers who buy your products. Whether that’s adding a rubber stamp with your brand logo to posted parcels or a personal thank you note inside, finding unique methods to give buyers of your products an experience and connection through your packaging is a key way to grow a loyal customer base.
Pick the right packaging materials
Another effective way to harness the power of packaging is to choose the right packaging supplies to dress up your products. From the outer protective layer to what you choose for shipping your products to customers (if you offer this service), every element of your packaging should be carefully considered to ensure it projects the right look and feel of your brand and is in line with your customers’ values, too.
For instance, if you’re selling premium products, be sure that your packaging projects the same luxurious feel by using quality branded packaging. From bespoke cardboard cartons for consumables to printed plastic wraps that help protect products and give a premium finish, finding the right balance between cost and quality is key.
Similarly, consider harnessing the power of eco-friendly packaging solutions to ensure you’re meeting the growing demand for green packaging supplies from consumers. Not least, this will demonstrate your company’s commitment to reducing your carbon footprint (and that of your consumers), but also it will show that you’re accounting for your consumer’s values in the process. Consider recyclable cardboard boxes and kraft paper for wrapping goods, minimising single-use plastics and eliminating the use of excessive packaging. This can all go towards reducing your packaging overheads, as well as helping to reduce your environmental impact on the planet.
As the first interaction customers have with your brand, it’s essential to not underestimate the importance and power that packaging can have on your brand perception and customer experience. We hope the above insights give you plenty of ideas for how you can hone your packaging strategy and design to ensure you make a lasting impression with shoppers for all the right reasons.
To get your hands on all the essential packaging supplies you need, browse our range of quality cardboard boxes, papers and more online today. Of course, if you have any questions about any one of our products, don’t hesitate to get in touch.