Product packaging best practices (and why your packaging matters more than you expect)

We bet, that you have had the slightly disappointing experience of excitedly buying a product that you wanted for a long time from a well-crafted online store only to have it delivered to your doorstep in very subpar packaging.

Many merchants miss the fact that their job doesn’t end after the user clicks the “Finish the order” button and pays for his goods. In fact, post-purchase experience is as valuable as the client acquisition efforts. In some cases, it is even more important (for example if we talk about gateway products) but this is a topic for another day. 

At this moment, we want to point your attention in the direction of how important can be to have good packaging for your products. The premium packaged products just create a special feel for your goods and position your brand as more valuable. This way client satisfaction can be increased but this is not the only positive coming your way.

Offering premium packaging can be a strategic move for ecommerce brands, providing several benefits that enhance the overall customer experience and contribute to brand perception. 

Here are five benefits of taking your packaging to the next level

Enhanced Brand Image and Perceived Value

Premium packaging elevates the perceived value of the product and the brand itself. When customers receive a well-packaged item, they associate it with quality and luxury, which can positively influence their perception of the brand. This may lead to heightened brand loyalty, and a greater inclination to pay premium prices for subsequent orders within the same brand, thereby augmenting the customer's lifetime value.

Differentiation and Competitive Advantage

In a crowded ecommerce landscape, premium packaging sets your brand apart from competitors. It becomes a distinguishing factor that attracts customers and creates a memorable impression. Unique packaging designs and materials can help your products stand out, making them more recognizable and desirable to consumers.

Improved Unboxing Experience

Unboxing has become a significant part of the overall customer experience, especially in ecommerce. Premium packaging enhances the unboxing experience by adding an element of excitement and delight for customers. Thoughtfully designed packaging with attention to detail can evoke positive emotions and create shareable moments on social media, generating organic promotion and word-of-mouth marketing for your brand.

Reduced Returns and Damages

Premium packaging often provides better protection for products during transit, reducing the likelihood of damage or breakages. Secure and durable packaging materials safeguard items from mishandling or rough shipping conditions, resulting in fewer returns due to damaged goods. This contributes to cost savings for the business and helps maintain customer satisfaction by ensuring that products arrive in pristine condition.

Brand Consistency and Loyalty Building

Premium packaging reinforces brand consistency and strengthens the connection between customers and your brand identity. Consistently delivering exceptional packaging reinforces positive perceptions of your brand and fosters trust and loyalty among customers. Over time, customers may develop a preference for your products not only because of their quality but also because of the premium experience associated with them.

All of the above showcases that by offering premium packaging, ecommerce brands can create a lasting impression, foster customer loyalty, and differentiate themselves in a competitive market while also adding value to the overall customer experience. But what are the best packaging practices? Let’s find out.

Product packaging best practices

1. Develop your packaging with your customer in mind 

Your product's packaging is prime real estate for educating consumers about what you offer. Effective branding serves as instant education, ensuring customers quickly grasp the benefits your product provides.

Remember, packaging isn't just about your brand; it's about serving the consumer. People want to know how your product solves their problems and improves their lives. Your branding should be crystal clear, benefit-driven, and consumer-focused.

Make sure your packaging speaks the language of your audience. Stick to familiar industry terms and phrases to avoid confusion and alienation among your customers.

While maintaining familiarity, inject your packaging with a unique personality. Striking the right balance between being recognizable and original ensures your packaging resonates with consumers while standing out from the crowd.

2. Let your packaging tell a story

To captivate today's consumer market, brands must embrace storytelling and create shareable content. As Millennials and Gen Z-ers dominate the consumer landscape, an emotional connection with these demographics is paramount.

These generations value brands that share their values and take ethical stances. Packaging that incorporates storytelling feels more authentic, meeting the demand for transparency and realness.

Engaging consumers through brand conversations is key. Limited-edition packaging and designs crafted for social media sharing foster consumer involvement and can lead to brand advocacy.

By extending packaging to digital platforms, brands maintain consumer interest and encourage advocacy. Consistent, engaging visual elements across various media channels form the backbone of engagement-focused packaging.

Design your visual language to resonate with your audience across all channels. Utilize color, illustrations, typeface, and photos to tell a cohesive story that speaks to consumers wherever they encounter your brand.

3. Establish and articulate your unique selling points

When considering your package design, make sure to answer the critical questions in a way that pinpoints your unique selling proposition. This distinguishing factor is crucial for thriving in today's saturated market, where global competition often blurs the lines between brands.

Reflect on what sets your brand and product apart, filtering down to the most significant aspects. Ensure these points of differentiation are prominently showcased on your packaging, both contextually, visually, and through text.

4. When crafting the packaging copy, show courage and creativity 

As mentioned earlier, package design extends beyond visuals alone. The inclusion of copy, messaging, and text significantly shapes consumer perceptions of a product.

A notable trend in package design involves integrating more casual and creative copywriting to enhance the brand's personality and resonate with younger demographics.

This informal, conversational style of copywriting is expected to persist in the future. When combined with empathy, clarity, and careful consideration of font placement, it forms the foundation for compelling packaging copy.

5. Try to craft your package design in a way that makes it future-proof

Launching a product and securing its foothold in the vast and competitive market is a time-consuming and costly endeavor. Thus, ensuring your package design remains adaptable to future changes is crucial for maintaining stable and profitable investments.

When conceptualizing your product design, consider your entire lineup, including future projects and past endeavors. Your package design should align with your broader visual portfolio strategy from the outset, enabling your brand to maintain consistency while accommodating design variations over time.

Packaging that embodies the brand's essence, values, and mission—with visually compelling and reassuring elements—prioritizes its longevity. Additionally, staying attuned to industry trends allows for timely adjustments and innovation.

To drive future sales and consumer engagement, package design must:

• Embrace eco-friendliness and sustainability.

• Narrate the product's story effectively.

• Anticipate shifts in consumer behavior.

• Streamline usage and package opening processes.

• Maintain cohesiveness and alignment with your overall branding strategy.

With these evergreen best packaging practices we are sure that you can come up with the best package design ideas that you’ve ever had. Apply them, stick to your core branding principles and your success is inevitable.

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