If you have just entered the world of custom packaging, you may be overwhelmed by the number of options and what fits for your brand.
First things first, you need to understand your brand positioning within store, online, at home (basically every packaging touch point) and ultimately understand how you compare to your competitors. From this you can begin to understand what the market offers and to some extent what customers want.
Now this is the point you start to think how your brand can fit in with what the market offers. Sounds easy and you may want to rush it but remember, your packaging is brand marketing in itself. You could plan really creative marketing campaigns and drive a customer to store to purchase your product. However, the reality is that if the customer is standing in front of the shelf with a range of products (similar to yours) and they see another brand’s packaging that strikes their eye (could be something simple as a unique shape), you’ve lost them… or gained them!
When you begin your packaging journey, there are probably 3 key areas to focus on first to help you stand out.
1) Size and Format
This needs to house your product so as a minimum, create this as your size. If you want to make the box larger or add extra components, just be wary of courier costs (e.g. Royal Mail Smaller Parcel) and/or shelf space.
In terms of format, this can range from tuck boxes to crash and lock boxes and mailer boxes. What you should try to keep in mind is what type of packaging is durable enough for your product. Then understand the experience you want to offer your customer when they open the box.
2) Design
The most important element in our eyes! This is not just graphic design but also the structural design of the box. As O’Reilly would describe:
“Packaging design is the connection of form, structure, materials, colour, imagery, typography, and regulatory information with ancillary design elements to make a product suitable for marketing.”
We would recommend finding a packaging designer that not only understands your brand but is creative to support you in standing out. If you would like us to help with your packaging design then drop us an email and we can support you through this process.
3) Materials
For some, just simple sustainable fold box board is fine. For others, you may want to be a fit fancy and use artsy materials such as coloured paper. Most materials you use these days will be recycled or recyclable but make the effort to use a material that is compostable or biodegradable. Millennials are pushing brands to be more socially and environmentally responsible and therefore it is better you take this into consideration at the start of your packaging journey. Eco friendly packaging is more than just a buzzword, its a necessity.
