Big companies can get away with simple packaging because they are already a name people trust, but if you run an SME, then you will need to put time, money, and effort into crafting packaging that is a thing of beauty because people expect higher quality packaging from smaller more independent retailers. Take chocolate, for example. Cadbury’s packaging is fairly standard; it’s simple and unadorned as everyone already recognizes the product. Then take Hotel Chocolat, a much smaller chocolate manufacturer whose packaging is carefully designed to look elegant, and expensive. The packing of these two companies speaks volumes with a single glance of the buyer.
People are Stupid
We are, let’s face it, a pretty stupid race. If we need a product and we go looking for it and there are two or three different companies making said product, are we going to spend some time on the internet researching or even reading the fine print on the back of the boxes? No. We are going to go for the prettiest or coolest looking box. We don’t care which one we get, we need one and that box has a nice floral pattern so I’m going to get that one. The problem is even worse if you’re competing with a well-known brand, because when a customer is deciding, they will be more likely to go with the one that has a brand name they recognize, unless you can really pull them in with a stunning box that might make them rethink their allegiances. I bet Pukka beat Twinings on the look of their boxes alone.
The Box Isn’t All
The box is the first thing a customer sees when he looks around the shop, however your packaging expertise shouldn’t be solely spent on designing an incredible box, you also need to spend equal amount of time on the inside of the box. Your product might need wrapping, so don’t just put it in plain paper, wrap it in paper with a unique twist: maybe it’s riddled with Shakespeare quotes or actual riddles. This isn’t going to impact the buyer when they first pick up the product, but you can bet it will definitely be a factor on whether they buy it again.
Good Things Come in Small Packages (Or Any Sized Packages Really)
The box may need to look pretty, but it also needs to function as a box. You don’t want your customers to have to huff and puff and chew the edges before throwing it down in disgust as they march to get scissors from the kitchen drawer to hack open the box you spent months designing. Invest in custom retail packaging from experts that know how to engineer (and I use that word without humor as there is a science involved) a fully functioning, interesting, and easy to open box.
Know Your Customers and Your Product
As we all know, Apple are the kings of the universe and all their products come in simple, boring white boxes with a picture of the product on it. How’s that interesting? For one, like I said earlier, Apple is a well-known brand so doesn’t have to spend as much time and energy on their packaging, but also, their customers are in the market for tech goods so it makes little sense to adorn the box in a swirly Hindu-inspired pattern. The Apple boxes are satisfying to hold because they’re weighty and there is that satisfying ‘sloosh’ sound as you slide of the box lid. This is all important when designing your product. The ‘sloosh’ sound isn’t going to make someone buy the product on the sound alone, but it does foster a love and a feeling of nostalgia for the first time you bought an iPhone.
