First impressions count. A lasting, positive experience for customers starts with a great brand strategy, and rolls out through all product, customer service and communications. As attention spans shorten, and more options are available to consumers than ever before, how do brands ensure they create a memorable experience for their customers outside of the digital world? One answer is often overlooked: packaging.
Packaging is one seemingly small step in ensuring your brand story remains consistent. It is also unique: essential for practical reasons, but when done with care and consideration (and a brilliant designer) it can provide a bespoke opportunity to engage your customers outside of your branded experience online or within a store.
We have put together a few pointers and examples of some of our favourite brands using packaging to further their product, identity and customer experience.
Great design goes beyond product
Not only do customers perceive a product with great packaging to be more valuable, they are also more likely to share it with their peers.
Un-packaging videos are wildly popular among millennials. There are whole YouTube channels dedicated to this genre, and with recent changes to live video on Instagram, Facebook and Twitter this is set to grow even further. Great packaging creates a unique experience fans of your brand will want to share with their peers.
The surprise and delight relayed by enthusiastic fans initially by the packaging, and then the product within is particularly important to note.
One of our favourite Australian accessory designers, Poppy Lissiman, has become instantly recognisable due to her strong aesthetic. Her brand is distilled into her packaging, and therefore has become an extension of her product. Every part of the product and how it will be received has been carefully planned: post satchels, tissue paper, stickers, thank you notes, dust covers and boxes have all been carefully crafted.
Don’t overlook your values
It’s important not to overlook ethics when thinking about materials and production. Millennials are 55 per cent more likely to have a lasting positive image of a brand that supports a cause, so using recycled or sustainable materials is as important to consumers as look and feel.
Who Gives a Crap launched in 2013 after three friends discovered that 40% of the world’s population don’t have access to toilets. While their product is similar to many other brands,100% recycled toilet paper, what really sets them aside are their philanthropic and ethical angles: 50% of profits are donated to help build toilets for those in need and all products are made from environmentally friendly materials.
Think outside the box
No doubt endless hours have been invested in looking at how customers use your product, but how they receive it, and use the packaging is another aspect to get creative with. How is the product stored and can this be used to your advantage?
Glossier has become the go-to beauty brand for millennials, with modern packaging and trend driven formulations they have shaken up the beauty industry. Their packaging has been designed with their customer in mind: sleek, minimal and ‘millennial pink’. Fans are proud to display the packaging and feature it in social media posts. Each order is delivered with a branded box, stickers and make-up bag ensuring that the brand is seen well beyond the bathroom cabinet.
It may seem excessive to add seemingly unnecessary elements to the packaging component of your product, but it can create additional exposure for your brand. Considering all visual aspects of your branding will ensure your customers continue to enjoy their experience at every stage of their interaction, and increase the likelihood of customers sharing their experience to their social media channels.
It’s a matter of thinking about the box itself, not just outside it.
Looking to refresh your brand? Send us an email at [email protected] to start the conversation.