I'm a packaging and brand designer with 8+ years of corporate retail experience in my back pocket, 2 cats at my feet, and a passion for helping product based businesses stand out and generate buzz around their brand through strategic design.
The key to creating a high-converting packaging design experience is focusing on 3 things — being memorable, emotional, and shareable. Together, these 3 must-have components make sure that you capture the attention of potential customers, build a lasting connection with their values, and give them an experience worth sharing with their friends, family, and followers. In this post, I’ll be breaking down each key component, providing helpful resources, and sharing examples.
Let’s get started!
A.k.a. Using packaging to get noticed by potential customers by setting yourself apart in your industry.
In a world where 95% of products fail each year, brand recognition is everything! You may have a great product but, the hard truth is, that means little to nothing if no one knows your brand exists! In order to increase sales, you need to first increase brand awareness. A great way to do this is through strategic packaging design.
Consumers are faced with an overwhelming amount of options. So, to avoid buyer’s fatigue, they often go with the brand they know, recognize, or that was recommended to them. So how do show people how great your product is? Strategic packaging design.
At WildHive Studio, we start by identifying your brand values, ideal audience, and core message so we can create packaging that truly appeals to your audience. This process involves color, font, and buyer psychology so you can feel confident that your investment will yield big returns. Then, as you advertise your products, you can trust that your packaging is making a lasting impression on your audience by appealing to their needs, style, or aspirations.
If you’re new to packaging design, check out this post by our affiliate partner, NoIssue.
A.k.a. Using packaging to make an emotional connection with your customers in order to build trust and increase brand loyalty.
Once you use your new, strategic packaging design to get noticed and start bringing in new customers, you’ll want to make sure that you make a killer first impression. The best way to do this is through the unboxing experience.
Think back to something you ordered online that wasn’t from Amazon. How did the packaging make you feel when you saw it on your doorstep? What about when you opened the shipping box? What about when you opened the product box?
If you can’t remember being excited, warm & fuzzy inside, or practically drooling over how amazing the aesthetic was, the brand did something wrong. You see what I mean? It’s one thing to get someone to buy from you once, but in order to build a loyal following of customers, you need to make a lasting impression. You want each and every customer you have to remember your brand!
That way, the next time someone they know is looking for recommendations, your products are top of mind!
But enough of my rambling, let’s talk about HOW you create emotional packaging design. Consider these tips:
If you’re interested in QR codes and sustainable packaging, read this post by NoIssue, “How to Use QR Codes to Further Your Brand’s Sustainability Mission”.
A.k.a. Creating a sharable experience with a clear Call-to-Action (CTA) to increase WOM advertising.
Alright, onto the 3rd and final key component. At this point, your packaging has gotten you noticed, inspired your audience to buy, aaand made a lasting emotional impression on your customers. Now, it’s time to add that element that increases your ROI — a clear call to action.
As your customers experience the joy and excitement of opening your products, you’ll want to prompt them to do you a small favor. Consider asking them to:
Choose a call to action that makes sense for your business goals. Ask yourself, “What do I want my customers to do most after they buy?”. The more interaction your brand gets, the more credibility you’ll build online for your products. As you continue to build a strong, positive reputation for your products online, it will become easier and easier to attract and convert your growing audience into loyal customers.
Making sure your packaging is shareable will ensure that you increase your word-of-mouth referrals, build brand awareness, and increase your sales!
Packaging is a very important aspect of building a successful product-based business. In order to ensure a high return on your investment, you’ll want to make sure that your packaging is memorable, emotional, and shareable through strategic packaging design.
Whitney is an expert brand and packaging designer with 8+ years of industry experience. She creates strategic, results-driven brand and packaging design for product based businesses so they can stand out, connect deeply, and sell more.