Successful custom packaging is a combination of different factors, all of which play a role in the unboxing experience customers have, and ultimately the trust they have in your brand. A product’s packaging needs to fill functional roles, aesthetic roles, and appeal to customers’ desires and interests.
Effective packaging is more than just a box for your products. So, what separates product packaging from successful product packaging? To answer this, you need to examine the entire “life cycle” of your packaging solution and how customers perceive and use your product.
Packaging affects customers’ purchase decisions, the longevity of your product in the shipping process, and ultimately whether customers will recommend your brand to others.
Custom packaging: the end goal
When assessing your custom box packaging strategy, you need to keep your end goal in mind – a customer deciding to make a purchase of your product over competitors. To achieve this, you need to assume that this potential customer has never heard of your company or product before. With no prior information or recommendations, your packaging needs to relay your brand image, company ethos, and product quality to complete the sale.
Each step of the following process must be considered:
- Your product arriving safely.
- Your product standing out over competitors.
- The feel of your product packaging.
- The information relayed about your product.
- The appeals you make to customers’ values.
- The overall impression and experience customers receive from the shopping experience.
1) Safety in shipping
Product packaging provides safety during the packing and shipping processes, helping to reduce the amount of product lost to breakage and returns. It’s important that you carefully choose the correct materials for your product’s packaging.
While some lighter products, like cosmetics packaged in plastic bottles or in small volumes, may be safe packaged in standard carton boxes, glass or heavy liquids need to be adequately protected. Ask yourself several questions about your product: is it heavy? Is the product breakable? Can this product be better protected while still enhancing the unboxing process?
Packaging personalized to your product’s weight and dimensions does more than just protect the product in shipping and on store shelves—it gives the impression of a thought-out design process and shows the pride you take in your product.
2) Standing out over competitors
How your packaging stands out from the competition will depend on its method of sale. If your product is sold in retail stores, it must captivate the attention of your clientele. If you run an online-only business, your designs must stand out on digital screens through effective advertising. Integrating brand elements into your packaging adds value and significantly influences customers perceptions of your brand.
There are many ways you can use effective design techniques to help you stand out, including bold colors, tactile variations to the outer packaging, and packaging designed to target a specific scenario, such as gifting. For products intended for gifting, the packaging design needs to adapt to the unique experience it offers, especially in the health and beauty industry. In this case, you’re not just selling a product but an experience. Packaging solutions such as slide-out boxes, transparent windows, and detachable tags can enhance this experience, providing an added touch of elegance.
3) Enhancing the sensory experience
The sensory experience of packaging encompasses two significant aspects: the tactile feel of the packaging and its user-friendliness. Once the visual appeal captures attention, the next consideration is the tactile experience. This can be enhanced using finishes, embossing, or foil elements. At this stage, customers evaluate the ease of use and practicality of the packaging. They question whether it is convenient, protective, and meets their needs. While eye-catching custom product design may look appealing, it is important to ensure a seamless unboxing experience.
4) Conveying essential information
Your packaging should effectively communicate all essential information. You need to inform potential customers about your product, its usage instructions, and its contents. This compliance with FDA regulations not only provides transparency but also builds trust among prospective customers.
5) Aligning with values
In addition to essential information, successful packaging incorporates supplementary details that specifically appeal to your target market. If your brand promotes cruelty-free practices, make sure to clearly display this. Customers are more inclined to support brands that align with their own ethical values, particularly in industries like cosmetics and beauty products,
6) Overall experience
The overall user experience relates to the practical aspects of your packaging. It evaluates how customers feel after making a purchase, and how they perceive your product and brand. Product packaging should extend its functionality beyond the store shelf, serving the customer even after they bring the product home. For consumable goods, this involves considering how effectively it preserves freshness, as well as its convenience for storage and usage.
Does it keep the product safe on the way home? Is there excess plastic wrapping or boxes that made the unboxing experience difficult? And, most importantly, is it easy to reuse for product storage in the consumer’s home? With effective and eye-catching custom packaging, consumers will be motivated to continue using the packaging for both product protection and display purposes.
Consumer-smart custom packaging by Ritter’s Printing & Packaging
At Ritter’s Printing & Packaging, we recognize how important it is to stand out while prioritizing product quality and protection. We understand how to strike a balance between design and practicality, creating personalized solutions for your products. We are dedicated to elevating your brand using our industry knowledge and production services. Contact us today at 954-771-7204 to learn more about how we can help you.