The design of packaging, especially when it comes to e-shops, is usually considered a necessary evil that owners must keep in mind to fulfill daily orders. However, packaging has the power to convey strong messages about your brand and products, serving as a valuable marketing tool comparable to other major advertising efforts.

Think about your favorite brands and recall the packaging they use for their products. You'll realize that you can remember the packaging, its colors, typography, or messages it carries. Their goal has been achieved.

In this article, we will explore some functions of packaging and how it can be transformed into a powerful marketing tool.

1. The First Point of Contact:

In a physical store, your products compete for attention against others on the same or nearby shelves. In an e-shop, your products come into contact with customers for the first time when they receive their orders. In both cases, it takes just 6 seconds for customers to form a first impression of your brand and products. Packaging design is what determines customer perception and strengthens or weakens your business's reputation. Don't miss the opportunity to win the impression game from this "first contact."

1. Non-Verbal Messages:

Sometimes, it's the words and their meanings that make a difference, but often, it's the other elements that complement the design of packaging and reveal more about your brand or products. Colors, textures, typography, and representations on packaging communicate a brand storytelling that can capture consumers' interest. For example, a minimalist design with earthy colors can convey a sense of luxury and sophistication while highlighting the company's environmental considerations.

1. The Unboxing Experience:

The unboxing trend, which started slowly in 2006 with the first unboxing video on the internet, has spread widely and continues to engage consumers and concern companies more than ever. Packaging design plays a crucial role in enhancing the unboxing experience, allowing customers to get a first taste of the product without feeling influenced by a traditional advertisement.

1. The Power of Desire:

Whether it's a product in a physical store or an online order, packaging design aims to play with consumers' desires. In the first case, it cultivates the craving to acquire a product, even if customers hadn't thought they might need it. In the second case, it creates the desire for customers to choose your store again for future purchases. An attractive packaging design, as part of a broader marketing strategy aligned with your brand's identity, is key to success.

How Packaging Becomes a Powerful Marketing Tool:

1. Brand Logo & Tagline:

Your logo and tagline, if applicable, are integral parts of your corporate identity. Whether placed prominently on the packaging or in a more discreet location, they serve as your starting point.

1. Corporate Colors:

Incorporate your brand's colors into your packaging, creating another point of recognition for consumers.

1. Typography:

Adopt a consistent typography that is associated with your brand, paying attention to letter thickness and spacing. Ensure it is easily recognizable on the packaging.

1. Additional Elements:

Successful packaging design includes extra elements that communicate useful messages about your brand and products. This could be a smart slogan on the packaging of shipped orders or a badge highlighting your commitment to environmental responsibility or adherence to specific certification standards.

By incorporating all these elements, you provide an opportunity for your customers to reintroduce themselves to your brand repeatedly and to gain a more comprehensive understanding of who you are and what you advocate. Every action you take for your company should be part of a comprehensive marketing strategy that showcases your business and products. Therefore, do not neglect packaging in the equation.

If you have any questions about how to start and achieve the design of packaging that functions as a powerful marketing tool, our experienced team is at your disposal.