Use Your Packaging to Get Your Brand Out There
Picture Rodrigo’s Robotics, a new business that sells adorable automatons online. People are excited to have a lil’ ’bot in their house, and orders are piling in.
Now, Rodrigo knows some people think of robots as being sort of unfeeling, and he wants buyers to love his business. So he’s put a lot of work into creating wonderful products, building his online store, and training his customer service reps.
But packaging’s a different story. Rodrigo kind of feels like once people have purchased a product, he’s fulfilled his part of the bargain, and he can just send it out to them. Seriously - do people really care that much about packaging?
Packaging isn’t all just rolls of tape and bubble wrap. It’s integral to creating a long-lasting relationship with your customers.
When people get your products in their hands, it’s a big moment in the buying process. You want them bursting with excitement, eager to see what they now own. It’s a big part of the reason there are millions of “unboxing” videos online.
When customers of eCommerce businesses like Rodrigo’s get a product in the mail, it’s their first hands-on interaction with the business. That means that this experience can create strong emotions and leave a lasting impression.
The more attention you put into your packaging, the more likely it is that your customers will feel good about what they’ve received. And if they feel good, they’re more likely to shop with you again.
REMEMBER
If you’re looking to create an emotional response in your customers, make sure it’s not rage. No matter what, ensure your packaging identifies the stuff that’s inside, protects your item during delivery, and helps explain how to use and care for the things you’ve sent.
So, packaging’s pretty important. To help you make yours great, let’s break it down into 3 parts: shipping packaging, product packaging, and extras.
Shipping packaging includes the basics: boxes, envelopes, bubble wrap, tape, shipping labels, etc. These are things you might want to have on hand, since they’re what ensures your stuff gets from your store to your customers.
Product packaging are things that directly impact the stuff you’re selling: the tag on a stuffed animal, the jar that jelly comes in, etc. It also includes instructions on how to care for, set up, or install the products you’re sending out.
Extras are anything put in with your package that enhance the image of your brand. They can range from practical items like a business card with a discount code or return labels to personalized touches like a friendly note.
All 3 of these impact how your customers experience your brand. Treating each of them with equal importance lets you create a final package that sets your brand apart from those that use simple envelopes and generic packing slips.
With your packaging needs in mind, you can design packaging your customers truly want. That means thinking about your brand and what you’re selling.
Brands can say a lot with package design. If you sell luxury items, high-end packaging can reflect your respect for your customers’ investment. Environmentally responsible companies that use eco-friendly packaging are showcasing their values.
And even before customers pick up a package, they’re going to see it. Matching the images, colors, and fonts you use for your brand’s website, logo, and social media strengthens the connection between your business and what you sell.
The way packaging feels in customers’ hands definitely matters, too, though. Spend some time testing different materials, like paper stocks, UV coatings, embossing, and stamping to see which provides an experience you think aligns with your brand.
You can also put messages reflecting your brand values on your packaging – a sporting goods store might have motivational slogans on their boxes, for example. Some companies even seal packages with custom tape. Really anything is possible.
TIP
Need ideas? See how your favorite brands package their products. Look at their entire product line to get a sense of what’s the same for all their goods and what’s unique to individual items. Check out your competition, too, and think about what you can do to help your packaging stand out.
Now, if all of this seems like it might send your profits out with your packages, don’t worry. It’s possible to achieve great design and a healthy bottom line.
Let the price of your products drive some of your packaging choices. If you’re sending fragile, large, or heavy items, you can often pass some costs onto customers, who may be cool with paying more to ensure their stuff arrives safely.
Then, look for inexpensive ways to pack in some personality. Adding a sticker with your logo, for example, can help make customers feel like fans of your brand. Including thank-you notes or a piece of candy can make customers feel appreciated.
As you start to get creative, make sure your ideas aren’t making your package bigger or heavier than it needs to be. Think about whether the things you’re adding truly provide value, or if they actually do nothing for your customers.
Whatever you choose, whether its simple or complex, you want it to make it as easy as possible to pack your products the same way, time after time.
Let’s get back to Rodrigo. He’s made packaging that looks like little toolboxes for his robots. But assembling them takes work, and after a long day, he’s ready to chuck the orders in a plain old box and head home. That does not compute.
There are some easy ways for Rodrigo to avoid this. He can set aside an hour every day just to handle shipping. Or he can assign packing as a dedicated task to one of his employees, so he knows it’ll always get done.
No matter who packs your products, make the process efficient. Bulk ordering boxes, storing them with other packing supplies, and designating an assembly area can speed things up, which benefits customers, employees, and you.
DO THIS NOW
It can be tough to design packaging that truly reflects your brand. Let’s take a look at some of your current packaging or the packaging you’ve seen on another business’ products and make sure it’s doing the job.
KEY TAKEAWAYS
Packaging is more than just having a box for your products - it's a valuable opportunity for customers to form an emotional relationship with your products.
Use design elements - fonts, colors, logos, and copy - that reflect your brand on your packaging to help reinforce relationship between your business and what you sell.
Make your packing process as efficient as possible, so you can ensure you're consistently sending quality products out into the world.