A perfect custom packaging allows products to relay a huge amount of information about a brand – which is essential today given the burgeoning popularity of online sales, where physical distance means customers have no real sensory connection with products prior to purchase.
However, it is no easy task to get your packaging design just right. There is an art to it and decisions have to be taken with care. We have created a list of 10 tips to help you create custom packaging that will grab customers’ attention in a hugely competitive market.
1. OMNICHANNEL MARKETING AND CUSTOMISED PACKAGING
Finding packaging solutions that can be used for products sold both on the high street and online is harder than it looks. The packaging has to grab customers’ attention in stores but also ensure it is easy to ship the products directly to customers.
One of the most perfect examples of versatility in this respect is the stand-up pouch . On the supermarket shelves, these pouches are visually striking, but they are also lightweight and tough, making them perfect for storing and shipping products. The omnichannel sales strategy is here to stay, so it is important to find the perfect packaging solution to successfully adapt to this new and exciting market.
2. CUSTOMISED PACKAGING AND SUSTAINABILITY
In today’s world, all brands need to focus on being environmentally friendly, meaning their packaging must reflect their commitment to protecting the environment, rather than representing a problem for it. Your packaging is the ‘face’ of your brand, and on the shelves its sustainability should be as visible as the product’s price, if not more so.
For us, the best example of this is BIONATUR, a combination of a biodegradable, compostable, biobased material and kraft paper. Not only does it meet all sustainability goals, but it actually transmits the notion through the natural colour of the paper. It achieves this without compromising on mechanical or thermal properties.
3. CUSTOMISED PACKAGING AND THE UNBOXING EXPERIENCE
With online sales gaining ground, you might think it is becoming increasingly difficult to connect with customers on a sensory level. However, a packaging strategy that makes the unboxing a memorable experience can certainly make up for any missed opportunities.
Including a fragrance, a mini gift or a message in the packaging can replace the traditional experience of touching, smelling and even seeing the product up close before buying.
4. CUSTOMISED PACKAGING AND DESIGN
If the packaging lacks a professional design, it will fail to attract customers and will not be easily identifiable. Good packaging design takes the values of both the brand and the consumer and establishes a connection between the two.
5. CUSTOMISED PACKAGING AND THE WOW FACTOR
Re-envisioning packaging to give it that wow factor isn’t easy, but it isn’t impossible either. With the materials available today we can create packaging that breaks the mould in terms of both design and materials.
6. NEURODESIGN FOR CUSTOMISED PACKAGING
In the world of packaging, neurodesign is an attempt to predict the emotions a design will evoke in consumers. It consists of trying to establish an emotional relationship by studying the motivations and aspirations of consumers.
7. FACING AND PACKAGING DESIGN
Have you stopped to consider how your product is placed on the shelf? Facing is all about ensuring a product is placed with its best side forward to guarantee it stands out with an eye-catching design.
8. CUSTOMISED PACKAGING FOR SPECIAL DAYS AND HOLIDAYS
Special days such as Christmas, Valentine’s Day, Black Friday, etc. are great opportunities to boost sales in general. However, not many companies consider the option of special offers at these times of year, and they can have great results.
9. SPECIAL DESIGN FOR LIMITED EDITIONS
Limited editions can also be released. Temporary changes in the product itself can help consolidate customer loyalty and attract new consumers. However, without smart packaging for the campaign, these efforts are likely to go unnoticed.
10. THE DOUBLE ADVANTAGE OF SMART PACKAGING
Smart packaging, can provide information about the product, keep it in optimum condition, extend its shelf life and inform consumers of its safety.
Including scannable QR codes for interaction on social media, and using filters or augmented reality will also ensure a smart experience that customers will love and engage with.