7 tips for custom retail packaging that defines your brand


Creating an exceptional experience for your customers goes beyond the buying process; it even goes into the packaging and delivery of your products arriving at their home.

Although the sales conversion has already been done, this stage of your customer journey offers the opportunity to turn them into loyal customers or even start advocating for your brand. Achieving these results shows that your marketing is working well from first impressions.

Yet many companies don’t always think about product packaging as much as other marketing campaigns, design features, or strategies. It’s missing the opportunity to promote and define your brand by creating links between the visuals and your business. Fix that by reviewing your existing packaging, using these tips to make it memorable and representative of your brand.

What is Custom Retail Packaging?

Depending on whether your customer is purchasing a product in-store or online, the retail packaging they interact with may vary.

In-store packaging protects the item during transit and communicates important information and instructions to the user. It also makes the product attractive to customers from a shelf, encouraging them to pick it up and buy it. This can also include the bags that customers receive to carry their items.

Online packaging also includes the design and use of branded boxes or envelopes. These tend to focus more on showcasing your brand and improving the customer experience once the product is delivered. This way, the different elements of your packaging require different approaches to personalize them, ensuring that they perform their function and present a unified appearance across your entire packaging.

Successful packaging will define and promote your brand. Customers interact with your brand through its packaging, so consider how your packaging represents your brand.

How does your packaging define your brand?

When designing your packaging, remember what it says about your brand. While explicitly this can share your brand information and add to your image, attention to your packaging can also show what matters to your business. You can’t claim to be a high-quality brand if your packaging doesn’t or doesn’t care about the customer experience, but doesn’t create an exceptional one when they unbox their delivered products.

Your packaging should be authentic to your brand, showcasing who it is as a business. It may take multiple designs and prototypes to get your packaging right, learning from the process what makes your brand and what areas of your packaging and its sustainability are the most important. However, once you’ve created your custom packaging, it can further promote your brand and build ongoing customer relationships with your buyers.

To help you find the design that defines your brand, use the following seven tips to consider the different aspects of creating your packaging.

1. Measure your dimensions.

2. Interior and exterior design.

3. Link to your brand.

4. Consider quality.

5. Make unboxing an experience.

6. Advertise.

7. Test with prototypes.

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