Gone are the days of using boring cardboard boxes and packing peanuts to deliver the type of shopping experience today’s savvy consumer expects. High-quality packaging design, extravagant presentation, and a level of interaction and engagement with a brand is now the norm. Consumers see the packaging as a part of the product itself, expanding the overall positive experience. Custom packaging can meet and exceed these expectations in ways we never imagined. So how will your product’s packaging catch the eye of today’s consumer?
The first thing people see when they are shopping is your product packaging, and there are several custom aspects to consider when creating the perfect packaging.
Type of Material
When deciding on which raw material to use for your package, consider these top 4 materials: paperboard, corrugated, plastic, and chipboard. All of these components have different capabilities and can be customized to whatever product you are packaging.
Paperboard has 4 different types of paper ranging from default--standard paper, to heavy duty--luxury paper, the most popular of these being premium and luxury. Companies typically lean towards these styles because of their consistency, resilience, and flexibility. With both papers, you can be certain that no matter what manufacturer you use that your brand colors remain consistent, your package won’t be damaged, and because of its flexibility, you can wrap any package. If you’re looking for a paper product even stronger than the luxury paper, chipboard may be your best choice. With all the benefits of luxury paper, chipboard is cost-effective, flexible, and strong. An added benefit for the eco-friendly consumer is that is it made out of reclaimed paper. This could give you an edge in that market.
Another material to consider is corrugated. This is more durable because of the 3 layers and is more flexible because they can be folded and shaped into packages; whereas the paper wraps a package.
Lastly is plastic. Also, cost-effective, plastic is one of the most stable options, as well as being recyclable! Contrary to popular belief, you can actually recycle almost all plastic boxes (depending on your vendor). And if you wanted to further customize your package material, you can boost its appearance with films or a special coating to attract consumers.
The color scheme and fonts you use play a big role in how your brand is perceived and can assist the overall message you’re trying to convey. Colors have the capability to evoke emotions from your consumers (sometimes subconsciously) and will pull them towards your brand. For example, the color black gives the sense of control and authority, green signifies wealth and growth, and red represents passion and action. Depending on what direction your product is going, make sure to sync it up with a corresponding color story. This will entice your customers without them even knowing it.
Have the perfect package shape but don’t know what you finish would look best? Start with these 4: spot UV varnish, gloss UV, soft touch, and pearlescent coating. With these options, you will be able to find the perfect finish for any product, in almost any industry.
The most popular of these choices is the gloss UV. Companies use this particular finish if their package needs a high gloss and extra protection. The high gloss effect catches consumer’s attention, and also serves as a protectant because the gloss dries to a hard outer shell. Double the benefits within one cost-effective treatment.
A similar finish happens during the spot UV process. This aids in giving your package the effect of being glossy in certain areas, such as your logo, and makes your brand stand out. It also provides a texture between the two different finishes, so it’s pleasant for the consumer to touch and almost asks to be picked up!
The last two finishes, soft touch, and pearlescent coating will be targeted towards brands that are offering a luxury product. Both finishes require special equipment and experts who know the material, in order for it to be executed properly, which result in a premium price. Whether your product is in an e-commerce or in-store setting, soft touch and pearlescent coatings will help your packaging stand out as a luxury item. In return, you will be able to charge accordingly. A great example of an effective use of soft touch and pearlescent coating comes from Anastasia Beverly Hills’ eyeshadow palettes. The soft touch finish gives a sleek and smooth look and feels like velvet in the hands, and the pearlescent finish stands out just as well because of the luxurious shimmer it gives off. For consumers who love glitter and shimmer, this effect draws the consumer in on packaging alone!
Once you have made the product, picked out the packaging and the design, you want it to be safe. Fortunately, there are materials that can assist you in ensuring the safety of your package.
The most common form of protection is foam. This could be in the form of packing peanuts, foam corners, or molds. All are effective; however, some provide a better presentation than others do. Consumers no longer want to dig through a huge box of packing peanuts for one little product and would rather have the foam corners or a mold holding their product perfectly in place. And because the material is so flexible, it can be cut into any shape, for any package or product, and will still remain lightweight so your shipping costs stay low.
Companies are also starting to use molded pulp, which is the same material used for eggs. This material is eco-friendly, protects the package, keeps it organized, and logistics friendly, as you can stack 70% more efficiently than foam and save on storing and shipping costs. The two most favored options of molded pulp are the clamshells which encase the product and endcaps which sit snug on the ends of the product and provide shock and vibration resistance.
Interactive packaging is the new innovative trend and is quite a powerful tool, as it invites your customers to dive deeper into your content and brand experience.
QR codes: QR codes allow consumers to scan a code with their smartphone and they immediately taken to your website or social media platform to increase brand engagement. This is actually quite simple, as there are free QR code generators online, which make custom QR symbols that incorporate hyperlinks to the desired content. Once this is done, you find a good spot for it on your package, and you’re done!
By utilizing custom packaging options, you are able to make your packaging stand out, and excite your consumers so much that they want to share it with the world! Recently, there has been a surge of consumer unboxing videos on various social media platforms. In fact, unboxing videos have seen a growth of 57% from last year, which is highly attributable to the experience company’s are providing their consumers through their custom packaging design.