Looking to create the most practical, appealing, safe, and meaningful custom packaging? While it may seem like a daunting task, you’re in the right place. At Drive Fulfillment, years of success designing and implementing custom packaging solutions have led us to develop a blueprint for shipping and presenting your products to customers in the most advantageous and engaging light.
To be clear, when we refer to packaging, we are referring to the boxes, bags, tissues, inserts, stickers, and anything else included in a package that appears on a customer’s doorstep or mailbox.
Questions to Consider:
Before we begin, there are some important questions to consider that will greatly influence the intent and physical design of your packaging.
First off, what is the product? While this one may seem like a no-brainer, knowing the size, weight, and approximate fragility of your shipping will help determine if there are any logistical musts to consider.
Second, who’s buying the product? Determining the needs and desires of your optimal target customers is imperative. Considering age, gender, income level, and social campaign objectives like using environmentally friendly packaging can make a first impression more than memorable.
Lastly, how are the people buying the product? As implied, eCommerce products sold online are packaged and shipped differently than products bought in-store. This means that standing out from competitors requires a little extra time, attention, and flare.
Once you’ve answered the questions above, dive into the following tips and tricks when it comes to custom packaging.
The Unboxing Experience
There are several important touchpoints to consider when it comes to the receiving experience. From the moment the package shows up on the doorstep to the time the materials are discarded, it’s important to understand how to shock and awe at every stage of the customer journey so that the experience is a memorable one. When there is an element of surprise or it appears like the box was packaged and prepared with love, users tend to respond positively. An effective unboxing experience is like a story and can be the secret to leaving an impression strong enough to bring in new customers and conversions via organic word-of-mouth marketing.
Form vs. Function
Sensible design requires a balance of aesthetic form and functionality in creating an end product that is both visually appealing and secure. Spending countless hours designing a package without protecting it is worthless. The last thing you want is your product showing up damaged. Functionality, safety, and security should be at the forefront of your design process. That said, don’t be afraid to add some personal flair that helps distinguish your brand and packaging from competitors
Type vs. Imagery
On the design side of things, take the time to determine how and where you are going to visually represent your name. At times, simple yet clear typography with a logo in direct view can resonate more than an image and vice versa. That’s not to say that imagery can’t be effective, but solidifying your brand identity, especially as a first impression, tends to be most effective with clean logos and type. More than that, ensure your logo can translate to different colors and be clearly distinguished at different sizes. If image assets appear to tell your story better then a logo could make the necessary adjustments that best fit you and the needs of your customers.
Before you set out, It’s important to understand that over-designing or excessively complicating the packaging process can end up hurting you in the long run. Doing too much can confuse customers and end up costing you more than what’s required. Stick to strong visual elements that support your product and carry your message you desire to get across. Custom packaging should draw attention to and accentuate the goods, not take away or distract the customer from what’s important. Besides that, there’s nothing worse than clutter.
Using color, like a double-edged sword, requires balance. Honing in on the right colors that match and organically promote your brand can bring otherwise dull and boring packaging design to life. Colors can trigger thoughts, feelings, and emotions about your product; and, directly impact the purchasing decision. More than 85% of consumers buy products based on color so its importance is no secret. We’ve all purchased a product enticed by appealing colors and sharp design elements. Using color effectively is a great way to leave something a little more exciting on their doorstep.
The packaging decisions you make today impact supply chain results tomorrow. Figuratively and literally, it’s impossible to take a one-size-fits-all approach to packaging. Luckily, at Drive Fulfillment we understand what custom packaging design means for your sourcing strategy, suppliers, third-party manufacturers, lead times, cost structure, and customer relationships.
We are here to collaborate in creating something special that helps take you and your brand to the next level.