Packaging Choices

Not so long ago, a package was simply a package. A consumer ordered their goods and they arrived in a plain brown box or a plain brown sack. Not to say there’s anything wrong with the brown box. It still gets a huge share of the packaging market. Let’s just say that packaging has evolved. And with ecommerce projected to grow to $482 billion by 2018 — up from $298.2 billion in 2014, packaging offers you the ability to expand brand awareness if you get creative with it.

Here are 5 ways you can boost your brand presence through packaging:

1.  Size up your logo. How’s your logo? If your logo doesn’t make much of an impact on its own it may be time to get a professional graphic designer to bring it to modern times. All you have to do is think about Amazon.com, the largest e-retailer in the United States. It brings in more than 107 billion U.S. dollars in 2015 net sales every year. And it still makes an impact with that simple brown box because it emblazons each package with its familiar, engaging logo.

2.  Go for a signature color. Depending upon your targeted audience, maybe a brown box won’t cut it. If you have a more glamorous or upscale product, try pristine white. Apple makes another brand impression by shipping its high-end products in white high-end packages. But let’s say you sell hot sauce. Why not go for a fiery red package? Take the time to think about your product and what makes a good fit.

3.  Think about your audience. In addition to considering the features of your product, take time to consider the typical traits of your audience. You’re selling to an eco-friendly bunch? Think minimalist. Select recycled products While you always should keep the environment as a priority, you also can encourage recycling by presenting packaging that the consumer would not want to toss out. BirchBox, a makeup and beauty subscription service, sends out samples in decorative sturdy boxes — a different design for each month. Then the company encourages its subscribers to show how they upcycle/recycle the boxes — providing yet another way to further engage customers.

4.  Think about the extras. You need tape to wrap your packaging. Use that as an opportunity to reinforce your branding. Select customized tape and stickers to help you fasten your packaging. This can be a cost-effective way to personalize your packaging.

5.  Check your filling. Those additional touches can bring the message home that you’re thinking about your customers. Choose your fillings and stuffings with that in mind. Of course, protecting the product should be of top concern. It doesn’t matter how pretty the filling may be if your product reaches its destination damaged. Next, consider the presentation. Does it exhibit the same quality as your product? Research your options before determining what works best for your product.

Packaging, when selected carefully, can leave a lasting impression on your customers. Not only does it reinforce your brand, it can deliver the message that your customers can count on you to deliver a quality experience.

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