Think back to the time when you used to pack gifts for your near or dear ones. Putting a special emphasis on the packaging was always there in your mind while packaging the gifts.
Chances were good that you put plenty of effort into the way you presented yourself. It’s essential to make a good first impression, and the way you look or dress mostly has a great impact on how that first impression is formed.
Here is the thing, first impressions might seem trivial and insignificant, but they last. It takes less than 15 seconds for an individual to form an opinion about the person they have just met, and as little as 3 seconds to have an opinion of a product.
Now think of your customer as the parent and the product as yourself – and you are trying to leave a good first impression.
Are you going to deliver your product to your customer in a wonderfully designed custom package that speaks to the unique style of your brand or in a plain, cardboard box?
If you wish to make a great first impression with your customers, you cannot neglect the packaging.
In this article, Mr. Gaurav Jalan, Founder, and Director of Packman Packaging Pvt Ltd which is the leader in manufacturing custom packaging boxes in India shares his insights on how focusing on customized product packaging and how it plays a key role in establishing an everlasting, consistent brand experience.
Product and Custom Packaging
Every sustainable business is formed off of repeat customers.
Customer retention is the only profitable method for e-commerce brands to grow because repeated sales mean making money repeatedly on a single-time acquisition cost paid.
And your product packaging is a good place to start telling your customer that they must buy from you again. You can do that by bringing your unique selling proposition using your packaging.
Mostly the packaging for your product is the first touchpoint that customers have with your brand outside of your website. The packaging sets the scene for your customer’s experience, while also reaffirming the reasons why they opt to purchase from you in the first place.
If you have put plenty of time and resources into making a stunning and frictionless user experience on your website, but then deliver your product using a plain, unbranded box, what does that convey about your brand? Not delivering a consistent experience throughout the complete customer journey is a surefire way to disappoint your customers.
Good website, but poorly presented product? While deceitful may not the correct word to use, you can be certain that your customer will be left feeling extremely undervalued.
Boost your Branding with Custom Packaging
No one says “Great value for the money” like providing your customers a little more than what they are expecting.
And no, that does not imply throwing in event tickets or an expensive gift voucher. It simply means showing your customer that you have gone the extra yard to give them more than they bargained for.
That could be as simple as a little thank you note or wrapping your product in some custom branded tissue paper. A high-quality product packaging can also be a selling point that you mention in your product descriptions (more on that later).
Some of ways include a handful of unique items such as a handwritten thank-you note, a card explaining their commitment to sustainability, and a bright sticker. It’s simple, but it goes the extra mile in delivering a personalized experience to your customer.
The Strength of Unboxing
Everyone is familiar with the excitement of coming home to see a package waiting for them on their front door or entrance. Even if you know what you are getting, there is still, an excitement when it comes to the reveal if a proper time and care have been taken to make the reveal part of what you already liked about the product. Unboxing builds on our desire and enjoyment around the unknown.
The personal touches of an unforgettable unboxing experience can give a great customer experience and grow repeat conversions. Giving your customers with a unique unboxing experience lets them know that not only do you care how the product is delivered but that you go the extra distance to ensure they receive the best possible experience from end to end.
How would you make quality packaging?
Right, so you are now aware that good design and quality packaging can make a huge difference in how your customers perceive your brand. Here is what you will need to know to actually get started designing packaging that satisfies your customer’s expectations.
Make it to Serve for a Purpose
The fundamental thing is, your packaging is there to keep the product safe and secure. In the world of packaging, form always follows function.
A great example of a brand using product packaging that is functional protects the product, and aligns with the aesthetic style of the brand. It’s totally fine to get carried away with intricate, stylized packaging (in fact, it should be encouraged), simply as long as it satisfies its first job of securing the product.
Brand the Custom Packaging
Once you have chosen the proper type of packaging for your product, it is time to start getting branding involved.
Chances are fine that you have invested a good amount of time into forming your branding style guide such as logo, colors, designs, shapes, textures, messaging, etc. If you wish your packaging to leave a memorable impression on customers, make certain it aligns with the branding guidelines you outlined in your style guide. This assists to create a feeling of consistency, from the online space into the physical world.
Also, do not forget to follow packaging legal requirements in the markets you are selling to. Different countries have a different set of regulations around how you are legally allowed to ship products, so make certain you are in compliance with regional laws prior to moving forward with any custom packaging.
Brand Reputation
To truly avail most of your packaging design, the material, and texture of your packaging requires to work with your logo and branding.
If people know the shape of your logo (Apple, for instance), you can hot stamp or emboss your logo, as the shape is simply recognized. Also, if colors are most important to you then you will need a canvas that complements those colors.
If this product is in opulence, then a rigid cardboard box having a subtle texture is going to compliment your brand experience.
Custom Packaging for Re-sellers
Several online retailers sell products from a plethora of different brands. For instance, an online clothing retailer has hundreds of various brands that they carry and distribute, so how do they maintain a good brand experience through their packaging?
The probable solution is to make an attention-grabbing poly mailer bag. Now a certain brand is synonymous with the combination of dual-colored bags. Each time your customer sees a bag with this pattern on it, they immediately come to know who it is from without even needing to check the logo. This way one can also increase brand awareness.
Irrespective of what one sells, competition is everywhere. The smallest nuance may either convert a customer or send them to your rivals.
Good custom packaging, whether in-store or online, could be that little piece of added value that makes your customer say ‘wow, I got a bit more than I bargained for’. It makes sure that your brand’s name, besides a quality product, will stay in their mind well even after the transaction is complete.
If you wish to start using custom packaging for your brand, head over to Packman Packaging and use the designer service for your branding onto your ideal packaging.
