Why should you consider custom packaging? Over the years, consumers have become smarter and more conscious of their purchase decisions. Having easy access to search engines isn’t the only reason. They’re also more inclined to do their research first with the myriad of options that are currently available.
In fact, 72 percent of consumers in the United States say that a brand’s packaging impacts their decision to buy a specific product.
With smarter buyers and an overly saturated market, brands need to find new strategies to capture the audience and stand out from the crowd. How? A simple yet effective way is through custom product packaging.
But being a small business with a tight budget easily raises one question: is investing in custom packaging worth it? Read on to learn why the benefits outweigh its minimal cost.
Boost Brand Awareness
What’s one of the easiest ways for people to remember a brand? Plaster its logo everywhere, especially on the product packaging. It’s no rocket science how everyone recognises the ‘swoosh’ logo or Apple’s. They place their logo conspicuously on their packaging. This makes a brand not only memorable but also easily recognisable.
For instance, everyone associates Apple products with their sleek, minimalist white boxes and black text. Because of this consistency, people are quick to associate these boxes with Apple gadgets.
In fact, 50 percent of consumers have switched to a competitor after their trusted brand replaced its packaging design. This speaks volumes on how packaging influences buyers’ decisions and how it plays a vital role in creating brand recall.
But having custom packaging isn’t only about printing a business’s logo on its packaging. The package itself also says a lot about the brand.
Serve as an Excellent Marketing Tool
Having customised product packaging is like hitting two birds in one stone: branding and marketing. It doesn’t only boost brand recall but also promotes products in a new light.
For instance, fashion retailers launching their new sustainable clothing line can use all-natural, eco-friendly materials as packaging. One genius example is Sony placing its Walkman mp3 player inside water bottles to prove it was waterproof in 2014. Now, there’s no denying what that product can do.
Marketers can use packaging as a tool to supplement their seasonal and product launch campaigns. Businesses may not even need to increase their marketing spend and still boost their campaigns.
Protect Your Products—and Customers!
One obvious benefit of investing in good product packaging is to keep the products safe from the warehouse to the customer’s doorstep. But depending on the product, relying on standard corrugated boxes may not give enough protection.
A brand may be selling skincare products that have irregularly shaped containers. Forcing them in the four corners of a box may cause them to move around and spill during shipping. In this case, investing in packaging that’s the right size and shape for the product is the smarter move.
Moreover, it also protects the receiving end of the transaction—the customer. The last thing a business wants are disappointed customers that got their food orders spilled from poorly secured packaging. Of course, it’s also essential for restaurants to partner with reliable online ordering apps that value safe delivery at all costs.
Reduce Shipping Costs
Aside from the visual aspect of a product’s packaging, it’s also essential to focus on practicality. Businesses can significantly reduce their shipping costs if they choose the right size and type of packaging for their goods.
Some ways to achieve this include the following:
- Using light packing material, such as bubble wrap, foam inserts, and air pillows
- Choosing corrugated boxes instead of regular cardboard ones
- Getting custom product packaging to closely match the size and shape of the items
- Packing the items as tight as possible using lightweight fillers
Elevate the Customer Experience
YouTube data shows that people watch unboxing videos as much as watching the movie Love Actually more than 20 million times. That’s a lot of time! But also, this should encourage brands to amp their packaging game.
As a brand playing in a competitive field, business owners should ask themselves these questions: when my customer receives their order, are they likely to post it online? Or even better, will they record a video of them opening it and boast it to their friends?
For the customer, posting unboxing videos is not only a way to show off a good product. It’s also a way of sharing their experience with it, whether good or bad, for the benefit of others eyeing the same product.
A brand may have a fantastic product, but that alone isn’t enough, especially when there are lots of similar products that deliver the same benefits. Having functional yet personalised product packaging is one way of constantly improving the brand and building excellent customer experience, which is really what every business should strive for.