Does packaging count?
I mean, really count?
When your customers open their new merchandise, do you think they care about the packaging before they toss it in the trash?
Yes, of course, it does.
Obviously, you take the time to choose padding to protect your glass candles.
You take the time to choose an envelope that fits your custom made t-shirts.
You take the time to box up the earrings you made so they don't slide around in the mail.
But should it go further than that?
Yes, it should.
I want to show you a photo of a pair of shoes I bought recently:
Nightmare Before Christmas Vans.
They may not be your cup of tea. They may not be the brand you would typically buy. But, take a minute to look at the packaging details.
I'm sure Vans has a warehouse full of boxes that simply have their logo on it. I bet they would have saved a bit of money using something a little plainer. But they chose to create a box specifically for this line of shoes. I just love the inner lid offers up a Major scene directly from the movie.
And can we talk about the tissue paper?!
Usually something that gets tossed away immediately, right? Not when the company has clearly taken some time to custom make it.
SIDE NOTE: Ok, I admit, it's possible that Disney requested specialty packaging. And it's possible Vans offers personalized packaging for all of their collaboration lines. But I don't buy shoes often, so I don't know these things. Regardless, I still think a little extra effort in packaging makes a huge impact...and Vans deserves a pretty big shout out for doing it well.
This is just one example. There are numerous other companies out there that do it just as well. Tiffany's robin egg blue boxes are more recognizable than the jewelry they sell. Packages with Apple products are notoriously sleek and minimalistic. And if you ask anyone who unboxes these items, they love the packaging too.
Why is packaging so important?
1) We live in a time when people are trying to cut time off of everything to do more. And that includes weighing the pros and cons of a product. 95% of people are going to take a short cut to determine if they like a company: packaging. Which makes sense being the first impression.
2) It instantly gives your products a face that can be recognized from a crowd. When you stand out, more people will gravitate to you, at least to see what you're about.
3) It can convey your brand's message clearly and make a connection faster. You could have your tagline displayed front and center, even!
So How can you make sure your packaging passes the test?
You don't want to be caught with a bland presentation that doesn't give customers a reason to stick around. Here are a couple of tips to get you started.
1) Make your packaging part of the experience. If your company is selling a gingerbread scented soap, the box could be in the shape of a gingerbread house. An artist who sells rings could custom-make a box with a hand imprinted on the inside and the ring fitting in a holder on a finger. Maybe you have a line of makeup that's specifically marketed to eco-friendly consumers. You could have a package made from 100% recycled materials.
2) Display a message. As I mentioned earlier, you could display your tagline front and center on a package. Or, you could be a little more creative. You could welcome a customer opening their new product. For example, sparkling water company, Bubly, writes a different "hello" on each can. Maybe you're partnering with a non-profit. Then, you could add a "thank you for helping _____" at the bottom of your box as a reminder of the good they've done. You can always email me if you need help coming up with a message!
3) Be personal. This comes to knowing your demographic. Vans did this perfect. They knew I liked Nightmare Before Christmas, so they made everything about that. But if you know your customer base is more in the tool and contracting world, maybe your packing needs to be more rugged.
4) Have fun and be proud. If you don't love your packaging, your customers won't either.
That's it. Just keep in mind your packaging is your first impression. Make it count.
----
Want more information on how you could packaging your products better? Feel free to come over to my website and poke around. I'd be happy to help you out with anything you need.
I mean, really count?
When your customers open their new merchandise, do you think they care about the packaging before they toss it in the trash?
Yes, of course, it does.
Obviously, you take the time to choose padding to protect your glass candles.
You take the time to choose an envelope that fits your custom made t-shirts.
You take the time to box up the earrings you made so they don't slide around in the mail.
But should it go further than that?
Yes, it should.
I want to show you a photo of a pair of shoes I bought recently:
Nightmare Before Christmas Vans.
They may not be your cup of tea. They may not be the brand you would typically buy. But, take a minute to look at the packaging details.
I'm sure Vans has a warehouse full of boxes that simply have their logo on it. I bet they would have saved a bit of money using something a little plainer. But they chose to create a box specifically for this line of shoes. I just love the inner lid offers up a Major scene directly from the movie.
And can we talk about the tissue paper?!
Usually something that gets tossed away immediately, right? Not when the company has clearly taken some time to custom make it.
SIDE NOTE: Ok, I admit, it's possible that Disney requested specialty packaging. And it's possible Vans offers personalized packaging for all of their collaboration lines. But I don't buy shoes often, so I don't know these things. Regardless, I still think a little extra effort in packaging makes a huge impact...and Vans deserves a pretty big shout out for doing it well.
This is just one example. There are numerous other companies out there that do it just as well. Tiffany's robin egg blue boxes are more recognizable than the jewelry they sell. Packages with Apple products are notoriously sleek and minimalistic. And if you ask anyone who unboxes these items, they love the packaging too.
Why is packaging so important?
1) We live in a time when people are trying to cut time off of everything to do more. And that includes weighing the pros and cons of a product. 95% of people are going to take a short cut to determine if they like a company: packaging. Which makes sense being the first impression.
2) It instantly gives your products a face that can be recognized from a crowd. When you stand out, more people will gravitate to you, at least to see what you're about.
3) It can convey your brand's message clearly and make a connection faster. You could have your tagline displayed front and center, even!
So How can you make sure your packaging passes the test?
You don't want to be caught with a bland presentation that doesn't give customers a reason to stick around. Here are a couple of tips to get you started.
1) Make your packaging part of the experience. If your company is selling a gingerbread scented soap, the box could be in the shape of a gingerbread house. An artist who sells rings could custom-make a box with a hand imprinted on the inside and the ring fitting in a holder on a finger. Maybe you have a line of makeup that's specifically marketed to eco-friendly consumers. You could have a package made from 100% recycled materials.
2) Display a message. As I mentioned earlier, you could display your tagline front and center on a package. Or, you could be a little more creative. You could welcome a customer opening their new product. For example, sparkling water company, Bubly, writes a different "hello" on each can. Maybe you're partnering with a non-profit. Then, you could add a "thank you for helping _____" at the bottom of your box as a reminder of the good they've done. You can always email me if you need help coming up with a message!
3) Be personal. This comes to knowing your demographic. Vans did this perfect. They knew I liked Nightmare Before Christmas, so they made everything about that. But if you know your customer base is more in the tool and contracting world, maybe your packing needs to be more rugged.
4) Have fun and be proud. If you don't love your packaging, your customers won't either.
That's it. Just keep in mind your packaging is your first impression. Make it count.
----
Want more information on how you could packaging your products better? Feel free to come over to my website and poke around. I'd be happy to help you out with anything you need.
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