Packaging design matters. While the saying goes, “Don’t judge a book by its cover,” the majority of us do. On store shelves, we are most likely to choose an item that looks the most appealing, although the surrounding packages may contain the exact same product.
When it comes to e-commerce packaging, the packaging isn’t seen until it gets to the door. There is no direct contact between the customer and business on the point of purchase display, and it does not happen until the shipped package appears on the customer’s doorstep. Because of this, many e-commerce businesses choose to add personal touches to their packaging. This is called,”custom branded packaging.”
Why does it matter though? The product has already been bought. Why does the company care?
This is an excellent point, and one that is asked by many. E-commerce sites have much fewer opportunities to wow their customers, so it is important for them to take every opportunity to make these smell touch points count. Custom product packaging sets these companies apart from the rest, adds a personal touch, and is recognizable by consumers, just as light-medium robin’s egg blue is synonymous with Tiffany and Co., or a two-toned red and white can is with Campbell’s soup.
Here are some things to consider adjusting when delving into custom or specialty packaging:
- Box: The shipping vessel and the first thing that the customer will see. White and brown corrugated packaging options dominates the shipping industry, as these containers are cheap and durable, but offers no wow factor. Custom boxes for shipping can come at a high price, but also provides a better customer reaction.
- Tissue Paper: Folding tissue paper in with your products offers a degree of mystery. Think about unwrapping gifts on your birthday; rummaging through bags and boxes to see what they hold, pulling tissue paper out. Even if the customer knows what they ordered, presentation makes the unwrapping experience extra special.
- Filler: Packing peanuts, foam inserts, and bubble wrap are the more traditional package fillers, but none of them are very eco-friendly or visually appealing. Try using crinkle paper that matches your custom branded packaging. It is also recyclable!
- Promotional Material/Business Cards: A business card can provide valuable information about the brand or product or refer a customer back to your website for another purchase. Including promotional material about upcoming sales is also a good idea to build a loyal clientele.
- Receipt: Although the receipt is a standard packaging staple, thing of how it is presented. Often times, it isn’t. It often gets overlooked and thrown away. At a formal restaurant, a receipt is sometimes enclosed in special folder. Think about how you can present your receipt in an elegant, yet practical way.
- Custom Note: Custom notes are tricky, but even the most simple, handwritten notes can personalize the customer experience and leave them feeling as if they did buy the product directly.
- Gift or sample: Small gifts are great ways to surprise the customer. Send them a free sample of another product to increase the chances of them exploring your site further.
Sticker: Stickers can seal the tissue paper into a neat envelope, or appear on the box packaging to make it more recognizable. Many companies also choose to enclose a brand sticker with their product, so the customer can put it on their laptop or car, and represent the brand.
Custom branded packaging requires lots of thought. Look to your website for color or logo inspiration, or even run with an idea based on your company values. As long as the packaging is unique to your company, you cannot go wrong.
