Think that consumers are just influenced by the product? Think again. Packaging has always played a crucial role in consumer decisions and it is naive to think it hasn’t. Tiffany’s has an average of 250 percent markup on their engagement rings and it isn’t because of the quality, it’s because of consumer demand for that sweet little blue box.
In an age where consumers spend less than 59 seconds on a website and an average of 18 minutes deciding what to watch on Netflix, online or in-store you may only have one chance - a make or break moment to complete the sale. Most statistics globally cite a closing of the gap between online and in-store preference by consumers for shopping for fashion and footwear. For a brand having instant recognition of their packaging and labelling provides engagement and brings out that must have demand in consumers. It is necessary to simplify what you want your brand to communicate, whether it’s on an in-store or online carry bag, box, tissue, or wrapping paper – you can convey a lot of brand message with the material used, colour and wording.
First of all, what are the brand values? Why this particular product or garment? What is the brand story?
Here are some key elements to consider when designing packaging:
STAND OUT FROM THE CROWD
Hundreds of thousands of products are flooding the same market, all bidding for the consumer’s attention. With consumers wanting the entire experience, from product to packaging to reflect the brand message, it’s important not to overlook the importance of packaging. Check out the competition, look at brand leaders, think how can you be different, how unique is the brand offering? Many times you’ll see consumers have uploaded an image to social media that shows the packaging as well as the garment or footwear. The reason they do this is that they are engaged with the brand - from Tiffany’s blue boxes, to Gucci bags, to Apple’s white - it’s all about the entire experience.
CHOOSE COLOUR WISELY
The brain reacts differently to each colour, so colour can sway consumer buying decisions. For example, light sky blue is considered a very playful colour, while a dark navy comes across as professional. Blue is considered, worldwide, to be the most liked colour, but that doesn’t mean it should be used. Research your customer profile before finalising the colour palette.
BE MEMORABLE
Think about your favourites brands; what makes them memorable? Just look at Tiffany’s, Gucci, and Apple – you know their imagery instantly. Marketing the packaging as well as the product is a powerful tool that can be utilised in-store and online. Logo design can be smack bang in the middle of packaging, off centre, or repeating pattern. The subtle hints by repeating the logo across packaging in smaller segments also work in consumer retention. It’s crucial to push brand awareness to keep the brand front of mind for your customer’s next purchase. It’s important to note that where there are changes to logo or packaging there has been some backlash from consumers. If the brand is already heavily recognised, if desired, only make small incremental changes.
Established brand or new launch? We challenge you to revisit your packaging decision. There is no one size fits all, so when it comes to the decisions consumers are making, brands must differentiate or die. Packaging is one way to enhance and distinguish a brand.
