Let's put ourselves in the client's skin for
a moment. If we do this exercise, it would be very interesting to ask some
questions about what the client perceives and feels when he receives the
package.
Do you see quality even before opening it?
Does it transmit enough solidity? Is it personalized or could i not distinguish
that box from any other? Does the packaging add to your brand perception? And
your experience as a user? The emotional is a trend in packaging.
How to add value from the packaging
Believe it or not, the same custom boxes with logo, for
the same price as one that does not, can provide value-added benefits that transform
into functionality and very positive emotions for the customer.
Does your product require instructions? Then
print them directly on the packaging with what you save by not including a
brochure. The user sees it as a distinctive sign and, meanwhile, you are
incurring less expenses and manipulated.
You can put the list of ingredients,
components or simply the contents of the packaging. In the case of being a
shipment destined for the final customer, it is a way of anticipating what is
going to be found, of generating expectation.
If, on the other hand, it is a package sent
to a company, the functionality takes precedence over emotion: they receive
many shipments and to be able to check the content without opening the box will
undoubtedly make things much easier.
If we go a little further, you can even tell
a story.
How? For example, adding a text that tells
who you are and what led you to create that product. This text may include data
that helps to make a tractability from the origin to the customer, talking
about the producers and the processes, and including testimonials from other
users that tell their experience with your brand...
All of this connects directly with emotion
and empathy.
The truth is that there is always something
to tell and the only limit is your creativity, so it is worth exploring how far
you can go.
How to build brand with packaging
Using Retail boxes and packaging intelligently has a
lot of strategic significance. Since we have done the exercise of putting
ourselves in the client's shoes, let's do it a little more.
The fact of receiving an order is part of the customer's shopping
experience and, in addition, a very relevant one, since it is his first contact
with the product.
A good quality box that brings continuity to
the brand image makes the customer "consume" brand from the zero
minute. Therefore, packaging is a platform to give personality.
Colors
You have to use all the resources at
your disposal. Some are very obvious, such as taking care that corporate identity is
respected using
the corresponding colors. Can
you imagine Pepsi using red boxes?
The
typefaces
Something similar occurs with typographical fonts. A few are usually defined and when and how they should be used are specified. The packaging is no
exception: keep in mind that what each
typeface transmits and
what it says about us has been studied.
The
logo
Surely, one of the aspects that best
serve to build brand is the logo. Its application in the packaging can be
testimonial or quite the opposite. Imagine, for example, the effect that
it would have to use as a
pattern printed on the box or on a tissue paper inside, a design pattern based on your brand.
The
images
There is one more element that has
considerable weight in everything called branding. We talk about
the images and what they are capable of transmitting. The more inspiring the better. You
have a pet? This is a good place to illustrate with her.
Packing
color
Something that may seem anecdotal,
such as choosing a brown, white or black Custom box , can
totally define the personality of your business or that particular shipment.
For example: a brown Kraft box will give an organic and organic look to your business, while a white box will
give your brand neatness and, if we choose a black box, modernity or luxury .
