E-commerce is getting bigger and better. There are over 30 million micro-businesses recorded in the United States. They account for 99.9% of all businesses in the country. In this type of trade, not only are logistics crucial but also packaging. Packaging is one of the faces of your brand. It elicits first impressions and is often your customer’s first introduction to your product. Since it is so crucial, it is something that you need to plan meticulously. Product packaging is your brand’s outerwear and often it can go a long way in creating a good first impression and lasting brand and service loyalty.
Why Packaging Is Crucial
In 2016 Forbes found that 60-80% of customers who are satisfied with the product but not with its packaging do not go back to the same store anymore. From this, we can say that even if your products are useful, your packaging equally has to wow or provide them a remarkable experience. Additionally, Ipsos found that 72% of customers say their purchasing decision is usually influenced by a product’s packaging design and 49% are willing to pay a little extra for it. Additionally, Dotcom Distribution revealed that 61% of customers say that they are more likely to repeat a luxury product purchase if it came in exclusive and premium packaging. Forty percent of consumers will also share an image of a product’s packaging on social media if they find it unique.
Based on these figures, we can conclude that consumers also value the feeling and experience they get when receiving your products. It is almost as if they are receiving a gift personally packed for them. The look of your product and the experience of opening it provide a psychological mood lift to the consumer. This is not a surprise because purchasing and opening a product is scientifically proven to be associated with feelings of pleasure and joy as it releases endorphins in the brain.
In building a compelling product packaging, the design elements should be functional, purposeful, and entertaining. Remember the rule of thumb, the more bizarre, creative, and fascinating your packaging looks, the more likely your product will sell. Here are a few ideas:
1. Play With Patterns
Patterns are simple, flexible, and remarkable. Simple in terms of design since you only need one layout which should look good repetitively. Flexible since you can use it as a layout for all your product dimensions. Remarkable since it follows a psychological approach to brand reinforcement, as in the image below. Hopefully, the next time you see a green dot, it will remind you of a famous doughnut brand.
2. Blank Design Is Still A Design
Simplicity equals beauty. This is a general principle in design and layout. Let your product speak for itself and take it lightly on the packaging. In this sample packaging style, the gold stamping still complements the overall look of the box and gives it a classy finish. The texture of the box also evokes elegance.
3. Capitalize on Transparency
Ever wondered why products like sponges, peanuts, and mushrooms are packed in transparent bags? This is for a reason. Consumers have to feel how soft the sponge is to gauge its durability, check how big the peanuts are, or instantly assess if the mushrooms are shitake ones because few will remember what a shitake is but they can remember what it looks like. Packaging like this helps consumers remember products they have encountered before but have forgotten which brand or type. With this, you are also putting an actual look for your customers so they can be rest-assured about what they are getting.
4. Keep It Modern
Keep the packaging modern by innovating ways on how you can uniquely dress your product. This is helpful with your branding and product recall. When was the last time you had water in a carton? Doubt that happens often.
5. Use Texture
The feel of your product in the customers’ hands should make them want to go home with your product immediately. This packaging debosses a letter from its brand name and leaves a lasting visual impression. The next time you think about that letter on the packaging, you will remember a name. You may also notice that the bottle cap is on the side which is pretty unusual but still completes the overall look of the packaging. Each product type also has a different hue or shade, making you want to obtain all of them.
6. Let There Be Bright.
Color brightness and contrast are key to stand out on the shelves. Color psychology is followed in this packaging principle. In the product sample below, the background color makes the dark text easier to read. This practice facilitates easier reading for your consumers, so they will not have a hard time getting to know your product.
7. Make It Sustainable.
Sustainable packaging is not just becoming a trend but also a way of life. With this practice, you are doing good for the environment and cutting down costs for your consumers since they can reuse your packaging in whatever way they want. Not only is it cute but also versatile and useful.
Certainly, there are more than seven ways to pack your products, and branding creatively does not end here. You also have to find a reliable packing and shipping service that you can trust and partner with to help you maintain your brand and reputation. In general, you must make a massive marketing effort to finish every business transaction smoothly, keep up with your competitors, and deliver good value to the customer.
You should have come up with some new thoughts after reading this essay. More recommendations are available on this page: Types of Packaging to Consider For Your Product [Infographic]
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