Having been appointed as the ad agency for a new local ice-cream brand, we’re so aware of our responsibility to land their brand in a highly competitive market with impact. Apart from the ‘why’ story, edgy branding and a social media campaign and website to kill, much of our effort is concentrated on the packaging. And in this case the design will quite literally drive the decision on the packaging shape. We’re so excited to be working with a client that gets packaging and its importance. And it got us thinking… does everyone ‘get’ the power of packaging?
We all know there are many elements that set a good product apart from a mediocre one, from the raw materials used, to the finish, and most especially the packaging. And here’s the thing, your product can tick all the boxes in terms of great value for money, using the very best materials, quality checks, sustainability yada yada … but if your packaging sucks it just won’t move off the shelf or rail as quickly as you might expect.
Packaging elevates your product and service offering. Think about that boutique experience where the one t-shirt you can afford is lovingly wrapped in branded tissue paper and popped into a thick glossy paper bag. Yes, you’re paying for the packaging, but think about paying the same price for that t-shirt and not getting the packaging experience that goes with it? You’d feel like something’s missing right?
But great packaging isn’t just for boutiques. All products should aim for the very best packaging they can afford, especially when it’s sold online. You’ve invested in a posh website that’s aesthetically alluring, easy to use having taken all the user experience tips into account. Consumers purchase your goods in a few clicks with glee and wait patiently for the mail man to announce its arrival. They can’t wait to open their purchase, which by this point seems like a gift to themselves, a present for being patient and having to wait a few days. But the joy soon turns to ‘ah man is this it?’ when they get an ugly unbranded box that their thing of beauty is plonked into. Yuk! Shopping experience ruined.
It seems fickle, but it’s important to understand that packaging plays a vital role in the shopping experience. From in-store to online.
As No Issue puts it: “Packaging is more than just what holds your product. Well-executed product packaging portrays vital information to your customer about your brand. On the other hand, poorly presented product packaging can create confusion, and even result in consumers choosing a competitor over you. Paying attention to the little details can mean the difference between a good product and a great one.
When designing your packaging, consider what is already on the market, and will yours stand apart from your competitors? Packaging needs to be attractive, but also have a point of difference that will make it memorable to the consumer. Don’t forget that customers have pre-defined ideas about what certain design elements represent. Simply adjusting the colors, or even the packaging material, can transform a product from being perceived as “budget” to premium. Your packaging embodies you and your brand, so it needs to effectively communicate your image, and the product inside.
The importance of relevance can’t be overlooked. Studies show that consumers buy instinctively based on color, shape, and familiarity of location. Consider what a customer’s first thought will be when they have your packaging in their hands; Will they be able to understand what the brand stands for? And the value it will add to their life? A better overall experience with your product, means the chances of a repeat purchase are higher, and it all starts with your packaging.”
Need packaging tips, advice or design? Give us a shout on Sandy@bluejuicedesign.com