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The Importance of Making a Statement With Product Packaging

Product Packaging

Part of being a successful business owner is your ability to make connections with customers. The ways you achieve this can vary, from personalized emails and offers to loyalty cards and special sale opportunities. All of these efforts can help you clinch sales, but not putting the same energy into your product packaging can harm this growing relationship.

Continue reading to learn why product packaging is important and how to ensure it is cohesive with your existing business branding.

What Is Product Packaging and Why Is It Important?
When a customer takes one of your products home or receives it in the mail, the packaging is one of the first things they encounter that represents your business. As such, it should reflect the energy and effort you put into your company.

It might be helpful to visualize your clients and their experience opening the package as wrapping a gift for a beloved family member.

For instance, if the visuals are boring or plain, such as a standard beige box, the recipient might be underwhelmed with the experience and think you didn’t put much effort into your gift. Conversely, packaging that creates a sense of excitement or makes a positive impression can boost their perception of the gift contained within.

While we’re not recommending you go all-in with glitter, bows and out-of-this-world wrapping paper, such as what you can expect at a child’s birthday party, but the amount of effort you put into your packaging is evident to all who purchase from your business. It’s something that can impact first impressions, convey quality and help secure repeat customers.

Packaging as an Extension of Your Brand
When you established your business, you invested a lot of time and energy in establishing its brand — a complex confluence of a name, symbol, logo, color scheme and tone that brings your concept to life while distinguishing it from competitors. Successful packaging should be an extension of these efforts; improper packaging can stymie them.

Effective packaging should do the following for your brand:

• Foster a consistent identity – Your brand relies on specific colors, visuals, phrases and typography to stand out. These elements should be reflected and reinforced in your packaging. Similar to how you wouldn’t send out a customer email offer without your company name and logo listed, packaging that’s not clearly related to your business can come across as low effort, disjointed and even amateurish.
• Boost customer trust and recognition – To certain corners of social media, unboxing a new purchase is almost as exciting as the item itself. Creating a memorable experience through eye-catching visuals, colors and other brand elements can help enhance your reputation as a company that cares about its products and customers.
• Help you stand out from the crowd – Creative packaging, such as that which utilizes unique shapes, designs, colors and textures — or even eco-friendly options — can help differentiate your company from competitors. In a world where millions of products are available at the click of a button, a well-designed package can make all the difference by forging an emotional connection when consumers are choosing between similar options.
• Be an extension of your customer messaging – A good package should contain a well-displayed product, but it also presents another opportunity to foster positive connections with your customers. A simple ‘thank you’ note can make people feel seen and appreciated, further bolstered by discount offers on their next purchase. Whether you prefer a handwritten note or mass-produced cards, this offers a low-cost way to secure repeat customers.

‘Unboxing,’ or the act of opening a package, has evolved from a simple act that can bring joy to a customer’s day to a major social media phenomenon. Recognizing the importance of a well-designed package — and the boost it can bring to your business through a viral video or word-of-mouth marketing — can help ensure your brand is cohesive across all sales channels.  

For more insights on how to help your business succeed, please read our other informational articles at aibcoalition.com.

Articles in this newsletter are supposed to be informative, enlightening and helpful to you. While all information contained herein is meant to be completely factual, it is always subject to change.

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