The power of marketing…the power of packaging…or, how customer experience might drive the success of your company! Merely selling high-quality products won’t see you through: nowadays consumers expect an exhaustive purchasing experience ever since the product discovery stage, no matter whether we are talking of online sales or products off the shelf in an ordinary store. In such a kind of customer experience we can leverage custom packaging to catch the public’s attention and make a lasting positive impression.
Customized packaging can indeed be regarded as a strategic instrument for those who wish to stand out from the competition, increase brand awareness and boost sales.
Some advice on the best way to customize packaging
What should we bear in mind as we strive to tailor your packaging as successfully as possible? How can we maximize its effect on consumers?
Mirroring brand identity: customized packaging represents much more than just a container, it is rather—or it ought to be, at any rate—a true-to-life visual representation of the company’s own style, identity and values. Colours, graphic elements, the overall choice of style—should be carefully chosen to convey the brand’s identity as well as prove eye-catching. Apart from instilling a sense of congruence and familiarity in your consumers, this will make it easier to notice your brand among the countless products marketed by your competitors.
Barrel- and box-shaped eau de cologne packaging by Think D-Sign, Milan—Collezione Barbiere di Acqua di Parma.
Captivate the public! Attracting their attention and interesting them in the customization process is a winning strategy as well as a way to bond with the brand. For instance, you might decide to allow them to have a custom text—possibly even their own name—printed on the package. Such an approach leads them to get involved and increase their perceived closeness to the brand; the resulting feeling of loyalty and affinity far beyond the mere acts of purchase and sale.
The new HIVE PADEL brand on a reusable container—giving free rein to creativeness!
Stand out from the competition: as the market is teeming with competitors, and products look increasingly all alike to many, developing some sort of packaging that will make your product stand out is more important than ever. Don’t be afraid… now is the time to try novel materials, innovative shapes and one-of-a-kind details and catch the public’s eye outright. Adopting this approach will engage the audience and arouse their curiosity; people will be lead to learn more about the product and—ideally—pick that over your competitors’.
Take the environmental impact of your activity into account: while any packaging should look good, we have to remember that an increasingly large number of consumers is well aware of environmental issues and so tend to favour products and brands which indicate a commitment to sustainability. Because of this, using recyclable or biodegradable materials, or materials obtained from sustainable sources isn’t just a way to reduce the environmental impact of packaging: it is also a way to improve how environmentally aware members of the general public perceive your brand. As a result, this can create an even stronger relationship with your customers.
Environment-friendly packaging by Hennes&Mauritz AB: a paper bag can be given a new leas of life as a coat hanger.
Never overlook the importance of usability: any sort of packaging, even if tailored to suit the aesthetic taste of the general public, must also be convenient and useful. For example, it should be easily opened, be sturdy enough to protect the product during the transport and distribution stage; moreover, it should also provide clear, meaningful information on the content. These are all vital elements and if you opt for packaging meeting these requirements you are likely to achieve better customer experience as well as boost brand trust.
To a success-oriented business, custom-designed packaging is a key element in any marketing strategy. A well-finished design must also take into proper account the relevant customer experience; customized packaging will then be able to exert a positive influence in purchase-related decision-making processes and therefore play a part in establishing a long-lasting relationship between consumers and the brand.
If you intend to make the most of customized packaging, do get in touch with our experienced designer team and apply for anad hoc consultation. Together we will lay the groundwork for a kind of packaging characterized by outstanding charm and novelty, perfectly suitable to convey your brand’s very own values and nature.