The packaging is both art and science. With the mix of environments where products are sold and bought, there has never been such an important period for packaging. Social media platforms such as Instagram and Facebook have challenged traditional retail environments by opening ways for brands big and small to sell products directly to consumers. E-commerce has brought brands an era where they could not control delivery and customer communication and gave brands unlimited customer access and control. Designing successful packaging for direct-to-consumer e-commerce is difficult because the packaging must be optimized to secure the product, make a good impression, and be environmentally friendly. So how do you design a package that provides all this?
Preserving Product Integrity with Sustainable Packaging
With e-commerce, shipments pass through additional distribution points compared to traditional retail packaging. Since e-commerce products change hands more often, they will need to be durable. If your product arrives damaged, the consumer's perception of your brand will likely be negative. Therefore, protecting product integrity is extra important to protect not only the product but also your brand image.
Choose Materials and Structure Wisely
To make the packages more durable, brands can use heavier cartons and use structural packaging designs best suited for shipping. However, when you want your packaging to be durable, you need to avoid crossing the fine line between durability and overpack.
Be Environmentally Friendly
Sustainability is an important factor that many consumers consider - especially when it comes to e-commerce. Overpacking or unsustainable materials can cause consumers to think negatively about your brand.
Delivering the Right Brand Message with an Exciting Unboxing Experience
Delivering the right brand message with an exciting unboxing experience
In reaching directly to the consumer via e-commerce, a brand cannot afford to make a first impression on a store's shelf before purchasing.
Be Consistent With Your Brand Message
Part of creating a powerful unboxing experience is staying consistent with your brand message. A package that is a good representation of your brand's value is more than just colors or messages printed on the outside of the box. Your brand message should be represented at every step. This includes the type of packaging materials, their structural design. For example, a natural skincare brand should use simple packaging made from sustainable cardboard to convey eco-friendly and organic brand characteristics.
Impress with Images and Colors
Your customer's attention should be drawn the moment she looks at your packaging. Businesses can do this with images and colors that match their brands. For example: Using a coating of your brand's colors. This is a great way to lock the customer on their new product and encourage them to open it. Personalized printed materials, such as a thank you card or a product manual printed on the inside or outside of the packaging, are not only interesting, but both help create brand consistency and build brand credibility.
Continue Exploring The Packaging World With LuxBoxPack
Ready to explore the e-commerce packaging world? Remember that versatile and effective packaging design is a strong brand ambassador. Your brand should offer a unique unboxing experience and yet maintain the product well. Contact us to find out how LuxBoxPack can help you.
