In the past, packaging was thought of as merely a layer to protect the product inside and move it from point A to point B. For the simple reason that customers had no expectations, manufacturers paid little attention to branding.
Thankfully, as a great man once stated, times are changing, and product packaging can be crucial to the selling process if done correctly.
Product packaging is essential to the growth of any business and its marketing plan. A straightforward cardboard box has evolved into a silent salesman and a communication channel as companies seek to engage and amuse consumers as a result of new opportunities in the market.
However, things weren't always this way. As the business environment has changed, branded boxes have become more significant. Startups, entrepreneurs, and individuals operating side projects and home businesses all had modest budgets but lofty goals. The popularity of corporate packaging was fueled by their charismatic leaders who had a strong love for design. When handled properly, a box can be an amazing tool, and larger, more established businesses quickly realized they could join in.
Take a look at a store that sells clothing for ladies. It opens a store, but it still sells most of its products online. Even with a thorough marketing strategy and multiple yearly campaigns to highlight its unique selling points, the company still faces competition from dozens of similar retailers who employ the same strategies.
With packaging, retailers can differentiate themselves from the competition. It could be a simple, minimalist cardboard box or something with a bright print inside, depending on who you're targeting. It's also a chance to amuse or surprise a customer. Customized packaging could, for instance, inspire consumers to post a picture on social media.
Additionally, packaging is a chance to communicate to consumers your brand identity and values. The packaging of a product cannot shout, "Buy me!" to the consumer. It must evoke a variety of emotions, set a mood, and be captivating. Most importantly, it must compel the consumer to consider the brand in addition to its merchandise. Is it infused with tradition and heritage, or is it youthful and vibrant? Does the company take an environmentally conscious stance? What are its guiding principles generally?
Additionally, consider packaging as a means of communication. Some retail businesses use labels and stickers to tell customers about their products or to direct them to social media.
When a customer reaches for the box and begins to unwrap the product inside, they go through a series of emotions known as the "unboxing experience." From the time of purchase, everything culminates in the customer opening the box, which ought to be a unique and unforgettable experience.
Packaging is much more than just a way to keep a product safe. This crucial marketing tool highlights the product's best qualities, promotes branding, and gives the consumer an experience they won't soon forget. It's an entry point that can help you take your business and product to the next level.
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