Almost everything you encounter in life tells a story. An inscription inside a book, an old medal in your grandfather\u2019s drawer, even an old movie ticket. These objects all have a story to tell\u2014and packaging is no different. You don\u2019t need to tell your brand\u2019s story through words. Color, shape, size\u2014even the simplest visual cues\u2014can paint a picture worth a thousand words.<\/p>\n
Using packaging to weave a tale around your brand can make for an effective marketing tactic, and recent packaging innovations have created a fertile ground for creative packaging solutions. A package is your customer\u2019s welcome mat. Not only does it serve a function, but it is also an integral part of the customer experience. They pick it up, they hold it, they take it home with them\u2014it needs to align with your brand\u2019s values and be distinct and recognizable at the same time.<\/p>\n
The way a product is packaged can create a dynamic, engaging story about your brand, drawing upon a multitude of features. These include the design itself, the shape and size and technical features, and the copy used on the packaging. It also extends to how it links with wider marketing campaigns, whether the consumer can recognize and identify with it from your print, TV or digital ads. It even encompasses the materials used to create it: Is it recyclable or reusable? Vintage or contemporary? Each aspect of packaging works together to silently speak volumes about the product.<\/p>\n
The cosmetics brand Lush is a shining example of this. One of its core value propositions is a clear commitment to eco-issues, and the packaging (or, in some cases, a lack of it) clearly demonstrates the company\u2019s devotion to this. Ninety percent of Lush\u2019s packaging material is recycled, and the company\u2019s trademark black pots can be brought back to the store in exchange for a free facemask. This packaging gives a tangible form to the brand\u2019s core values.<\/p>\n
Consider your brand. Are you an ethical, eco-conscious startup or a wholesome, family brand? If you\u2019re the former, you\u2019ll want to create a recyclable package with copy that highlights your green commitments. If you\u2019re the latter, you\u2019ll want to go for an appealing, feel-good look which endears you to your customers.<\/p>\n
The packaging you land on needs to reflect your brand visually. Create a mindmap of qualities and values you want your brand associated with to visualize where you need to take your packaging.<\/p>\n
Packaging is a key touchpoint between a brand and customer. It is a chance for the former to reach out to the latter, to have a conversation with them without speaking a word. It\u2019s a platform for brands to foster a more positive relationship with the consumer.<\/p>\n
Shopify\u2019s shipping guide highlights the value premium packaging has in a business\u2019s growth. The guide underlines the fact that it all comes down to the need to convert a one-time customer into a loyal one through a positive brand experience. It\u2019s the little things that can really pack a punch, and that includes extra special packaging.<\/p>\n
As Dotcom Distribution co-founder and CEO rightly says, it is through packaging that brands can generate loyalty from their customers. Brands form an unspoken emotional connection with the customer through creative packaging. This positive connection compels consumers to speak about the product both on and offline, creating brand awareness through social proof.<\/p>\n
Take a look at the shelves in your local grocery store. You\u2019ll see plenty of examples of brands turning packaging from a simple functional wrapper to intriguing works of art, which can amuse, engage, and even be thought-provoking.<\/p>\n
In 2011, the food distribution nonprofit City Harvest provided supermarkets in New York City with shopping bags that had a stomach-shaped cutout on them. As shoppers filled their bags, the stomachs also got full too\u2014highlighting the empty stomachs of the one million hungry and homeless in the city. It\u2019s such a simple idea but has a powerful and lasting effect on the consumer.<\/p>\n
There is an increasing emphasis on, and consumer demand for, sustainability in retail. More and more brands are also looking to let their customers know how they\u2019re doing their part for the planet, and packaging is the perfect platform for this. The fast food franchise KFC partnered with the UK-based Robin Collective to create the Scoff-ee Cup, a coffee cup that you can literally eat afterward. This amazing innovation tells KFC\u2019s customers that it is an eco-conscious brand, all in a cup.<\/p>\n
Design, color, font\u2014all these and more can be used to tell your brand\u2019s story without ever uttering a single word. It doesn\u2019t necessarily need to be spectacular or mind-blowing. Even the smallest of changes, such as die-cutting or a simple color change, can have a hugely positive impact on how customers perceive your brand. Get creative and go tell your story.<\/p>\n