Product packaging communicates a purpose. It conveys what your brand stands for and what it means to your customers. Your customer would be able to better relate to your product through the outer appearance of the brand.
Packaging can also bring about an immediate response in a customer’s mind. Proper packaging supplies are also equally important when it comes to protecting the content from dirt, dust, damage, leakage and much more.
Customers are always looking for good packaging and that is what works effectively as a promotional tool. Your packaging acts as an advertising medium and the size, colour, design and colour combinations can attract the valuable attention of customers.
You could consider the following strategies to help your packaging communicate better.
Custom packaging is always a better option because it is made as per the exact specifications. It helps businesses position their brands uniquely in the market.
A custom product can be altered to suit your preferences in terms of theme, colour, style, purpose and appeal. Incorporating this into your packaging strategy will help you stand out from the crowd. Packaging materials can be really easy to customise if you know what your customers need.
Moreover, custom packaging doesn’t have to be expensive. A hot new trend is building an unforgettable ‘unboxing experience’. Your customers are likely to share this experience and if it is eye-catching enough, your brand is going to spread like wildfire on social media.
Green is the new black and eco-friendly packaging isn’t really an option anymore, it’s more like a norm. Environmental awareness and sustainability are hot-button topics in the consumer market today.
Eco-friendly packaging also means lower carbon emissions. Be proactive in informing your customers about your environmentally friendly packaging. Customers today are well-informed about sustainable options and environmentally friendly initiatives allow companies to build better reputations with their likeminded customers.
Handmade Packaging Elements
Handmade packaging elements would easily grasp the attention of your customers. Shoppers like a packaging product that looks good and when it’s handmade, that by itself translates to quality and a whole lot of love.
Moreover, handmade packaging means 100 % creativity and uniqueness. Handmade packaging is more like writing a letter to someone instead of an email. It’s the magic of a personalised touch that establishes a relationship with your customers. It also improves the marketing of your brand, as it allows your brand to be remembered more easily. Moreover, with the lower production cost, you can still ensure profits.
It is very important to build customer loyalty and outshine expectations with every sale made. Adding packaging inserts like discounts, gifts and samples with each package will create a memorable unboxing experience.
Packaging inserts are low cost and can yield a high return. It is perfect for cross-selling since you already know what the client likes. It also increases loyalty and makes your customers feel special. It makes your customer feel that they’re important and provides a reason for them to share their story.
Packaging inserts are actually pretty simple and all you need to do is to throw in a flyer or a coupon in the box before you ship an order. Sending a handwritten thank-you card can also be a really thoughtful gesture that can help build loyalty.
Have your packaging tell the right story
You really need to understand who you are and what you want to sell. Your brand story is told at two levels – verbal and visual.
Visual cues can be the most persuasive, knowing that consumers spend a considerable amount of time scanning retail shelves. The right packaging, colour, fonts and background can help your customers understand and digest a story that comes their way.
Verbal communication, on the other hand, should be simple and direct. Information like the brand history can be shared at the back of the packaging.
Incorporate these strategies to allow your brand to convey a more meaningful message. Remember to keep your messages simple but still allow them to hold a deeper meaning.
About the author:
Abhijeet Shah is the head of digital marketing for Packing Supply, a leading name in the packaging supply industry. He believes that its not only what’s on the inside that matters, but how products are packaged is just as important.
Abhijeet stays updated with the latest trends and innovations in the industry and is quick to share them with his readers. He loves travelling and is often tempted to buy products that he comes across with unique packaging from all over the world, which he then adds to his ever-expanding collection of “bags and boxes”.