Best in show: How Glorious Packaging and Invigorating Displays Can Be a Lifeline in 2021
By introducing your brand identity into your packaging, you create an effortless, emotional thread for your customer from the moment they view and buy your product to them having it in their hands.
THERE'S A MAGIC MOMENT IN WES ANDERSON'S THE GRAND BUDAPEST HOTEL WHEN THE MAIN STARS FALL – SPOILER ALERT – INTO A GIANT CUSHION OF CAKE AND PASTRY BOXES FROM THE FICTITIOUS MENDL'S PATISSERIE. THE FILM DIRECTOR'S WONDROUS ATTENTION TO DETAIL ELEVATES THE BEAUTIFUL PINK BOXES – THEIR NEAT RED PRINT, AUTHENTIC FONTS AND CONTRASTING BLUE COTTON BOW – TO A LEADING PART IN THE CULT MOVIE. AND LEGIONS OF FANS NOT ONLY FELL IN LOVE WITH THE QUIRKY CELLULOID CLASSIC BUT SIMPLY WITH THE BOX ITSELF.
It spawned a life of its own with people snapping up the hand-lettered props for hefty price tags and box posters that play such an ingenious and pivotal role. That's the power of film, of course, but it's also the power of packaging. In a nutshell, there's nothing better than creating a striking design that helps imprint a film or brand on people's minds long after the film ends or the product is consumed.
This is why it's so important to design packaging that commands customers' attention, embodies brand identity and prepares them for the products found inside. Crafting unforgettable packaging experiences – and creating online and window displays – is easier than you may think. Your business does not need to spend vast sums of money on luxury materials or complicated artwork. Instead, there are a few simple measures you can take to enhance your packaging before it reaches a customer's door.
When creating your packaging, the first thing to remember is that it should be consistent with your business's branding. Your brand identity should reflect who you are as a business, what you offer and how you want the public to feel about you. It is what makes your company recognisable and differentiates you from others in the market. Bringing your branding into your packaging includes:
The colour palette used on your website and other brand assets.
Incorporating your logo and name.
Make sure any typefaces or imagery fit your brand's style guidelines and overall look and feel.
Make sure the same colours and styles are used across all your different packaging solutions if your business employs more than one. By introducing your brand identity into your packaging, you create an effortless, emotional thread for your customer from the moment they view and buy your product to having it in their hands.
The artwork and wording on your packaging should also reflect the product inside – whether that's cosmetics, chocolates, candles or anything else. What's on the outside of a box or bag guides the customer's expectation and gives them a reason to buy it. However, a noisy or complicated design can confuse your customers and can be challenging to replicate onto your packaging. The most effective packaging designs are often refined and straightforward. Keep any imagery or patterns to a minimum and think of one or two colours. If you are incorporating a brand logo, make sure this is equally as simple, as this will provide the most effective results during the printing process.
PACKAGING SHOULD REFLECT THE PRODUCT INSIDE, GUIDING CUSTOMER EXPECTATIONS AND GIVING THEM A REASON TO BUY IT.
Beyond the aesthetics, your packaging has a vital job to do: provide a suitable shell for your product to protect it during transit and storage. So make it fit for purpose: consider elements like the size of your packaging and any other protective measures you may need to include. For example, if you post a delicate product, you might need eco-friendly protective padding such as corrugated bubbles. A sturdy, bespoke box made from a heavyweight card may protect certain products better than a gift bag. Ensure your packaging provides precisely the proper support for your product. Companies can be subject to ridicule for using over-excessive materials, such as large boxes for small items or plastic when you can avoid it; this will negatively impact your reputation as an environmentally-aware business, alienating customers. When seeking suppliers for your packaging, look out for key terms such as "FSC-certified" – or even better, recycled. Uncoated (matt) papers tend to be better for the environment and are more easily recycled than coated, shiny ones. You may wish to ask for vegan glue and printing with vegetable-based inks. If a product says it's 'sustainably sourced', which can mean various things, be sure to ask for more details. These indicators will tell you whether the materials used come from ethical, eco-friendly sources, enabling you to create equally ethical packaging and boost your business reputation as an environmental ally.
Whether you are selling through websites or have shop windows raring to go after the tremendous Covid-19 pause, mastering the art of a striking display is essential. Everyone is drawn to attractive visuals, which help to increase eyes online or physical footfall. There are some key elements, however, to crafting perfection. Choose a theme: think of clever visuals that tell a story and reflect your brand persona – your products, values, company history or what your target customers are interested in. For instance, if it's eco-friendliness, you may create a window display that focuses on nature, using plants and greenery.
This is where branding on your product's packaging is key – not just your product sitting on its own on the page or inside the store. If your packaging is well-designed and brand consistent, then bingo; it will accentuate your products. Tying the product and packaging together in a display can help pack a more significant punch. When crafting your display, consider your branding and look at ways to pull it through into the presentation. Perhaps it's brand colours, logo or visuals that follow a similar style, or just making sure that the different components of your display match the connections existing customers have with your business. Consider capturing customers' attention with bold colours in your display: previous studies have found that 84.7% of people find colour a significant factor in their purchasing decision – so it's crucial to give it proper consideration. Consider the connotations provided by different colours. For example, blue is often associated with trust, serenity and stability, while red is associated with excitement and passion. By understanding the psychological effect of each colour, you can tie in your colour choices with how you want people to feel about your brand.
If you are looking for seductive, fit-for-purpose packaging and display parts, such as cases, stands and other packaging, we can help. We offer products in various styles and colours to complement your display vision and put the proper focus on your unique products. Get in touch to find out more.