As we know, packaging design is evolving, particularly within the retail and e-commerce sectors. In store your product needs to stand out. It should reflect your brand personality and what better way to do this than through the product packaging. Online retailers also now recognise the importance of good packaging design and are striving to create a striking first and a positive lasting impression with the unboxing experience. The result in both cases is an enhanced shopping experience for the consumer, which in turn drives product sales upwards.
With so many ways to print your product packaging, combined with a myriad of different substrates to choose from, we have delved into our archives and scoured the web for images of inspiring packaging designs that we think will be on trend for 2018
Driven through nostalgia, old fashioned and retro packaging connects to the shopper seeking the individuality that existed in times of less competition as opposed to the mass-produced market. A product that is hand crafted becomes more authentic and hence more exclusive. Well thought out product packaging like the below allows the shopper a refreshing feeling of integrity with their buying choices.
Product packaging made with textured materials will instantly add a touch of quality to the product. Heavier materials and textured finishes increase perceived quality, even before contact is made with the packaging contents. The sense of touch engages shoppers into a deeper connection with the product.
With so many choices to make, packaging which gives the consumer a clear and succinct message, will get the attention of shoppers looking to make quick decisions. With less noise and excessive information on the box, buying choices are made easier and the consumer knows exactly what they are purchasing.
Established brands that have already identified themselves within a culture and many have embraced the minimalistic look. These brands combine a logo with an elegant classy packaging design, which is simply enough to grab the required attention.
We have never lived in a more environmentally conscious time. Eco-friendly packaging made from sustainable and recycled sources are at the forefront of everyone’s minds, and this will only increase in importance throughout 2018.
Product packaging that depicts an environmentally friendly company will appeal to consumers. It provokes the feel-good factor and allows them to play a part in looking after our planet by purchasing from likeminded environmentally conscious sources.
Furthermore, product packaging that doubles up to provide the consumer an additional function, like this quirky pizza box we found online, is a clever way of making the packaging work harder and leave a longer lasting impression.
Bold & Colourful
In stark contrast to a lot of the packaging trends above, big bold and colourful packaging is making a come-back. This style of packaging design screams fun, individuality, creativeness and deliciousness. When a brand is prepared to shout loud and proud, this tells the customer that they are confident in their product. Clever use of colours throughout the packaging design, particularly in the food sector, can give a sense of the food inside and in turn increase the appetite appeal to the consumer.
Products are now judged by their packaging and the packaging design you decide upon will have an impact upon the end consumer.
Whatever packaging design you go for, it’s all about putting your individuality and personality onto the package to make sure you stand out from the crowd. The packaging of an online retailer must now reflect the consumer expectations of the same brand when bought in-store.
Whichever marketing strategy you decide to go with, get in touch for advice on the best packaging materials and styles to suit and enhance your chosen image. Packaging Supplies can produce product packaging in the form of printed sleeves, display boxes and retail ready packaging. With extensive printing methods to suit your print design and your budget.
The power of product branding can completely transform the marketing efforts of a business. For many businesses the packaging of products is as important as the product itself. Sometimes it’s the first opportunity to communicate to a customer. The most successful businesses use custom branded packaging to promote a lifestyle or create an emotional connection with a product.
One such company that has nailed this is Harley Davidson, who needs little introduction. It could be argued that there is nothing louder than a Harley Davidson motorbike and nothing prouder than someone riding one.
Now, you're probably thinking that the Harley brand must be the product of a very costly marketing team and highly expensive media campaign over a number of years?
Think again. It is true that the company is over 100 years old, but that hasn't been without it's bumps in the road, namely its association with terrifying biker gangs. In reality, for the last 4 years running, Harley Davidson has spent just 15% of it's marketing budget on traditional media.
Identify your audience
Here’s the thing, Harley Davidson isn’t selling motorbikes, they’re selling a lifestyle, an emotional attachment to the freeing and liberating experience of an open road. That’s what they’re marketing to. Bike sales are the byproduct.
John Russell, former MD of Harley Davidson Europe, once said:
“Harley Davidson sells to 43-year-old accountants the ability to dress in leather, ride through small towns and have people be afraid of them.”
No mention of engines, brakes, or steering. This is the emotional connection that the company nurtures. The very idea of Harley Davidson, its riders and community transcends way beyond the concept of an automotive manufacturer.
It’s important to recognise who are your customers and ask yourself who you are marketing to? Know their identity and embrace it, represent them and define them through your brand and your packaging.
Make your mark
Once you’ve identified your customer, you can focus your efforts on being noticed. Harley riders know that you don’t just ride a Harley Davidson, you need to dress the part as well, and naturally, only Harley leathers would do. You don’t need to own or even ride a bike to wear a jacket, fashion is open to anyone.
In this way, the brand became iconic.
Consumers form a community and loyalty soon follows. Harley riders embrace the culture as their way of life with wearers of their clothes turning into brand-advocates. How many companies can claim as many branded tattoos as Harley Davidson? If you make your mark, so will your customers.
Find a stage
A captive audience is great. A loyal following is even better. A passionate fan-base who spread their experiences by word-of- mouth, is the pinnacle of brand strength. In order to get to this stage your followers need to have a platform from which to shout to the masses and sing your praises. Harley Davidson recognised this and wanted to channel all the adulation and enjoyment of the Harley lifestyle. In doing so they created the Harley Owners Group (H.O.G.), connecting customers and expanding the network.
In order to fuel the effects of the platform and inspire greater loyalty, the H.O.G. is free to join for the first year and members are offered special promotions.
Crowd source your ideasHarley Davidson has built such a strong following and trusts their fan-base so much so that they invite their customers to share and create their own stories via a "Fan Machine" app on the company's Facebook page. This is how they source their creative ideas, and by doing so, they have eradicated the need for a lead agency. What's more, the customers couldn't be happier that they can engage with the brand on such a direct and personal level.
Harley does use agencies for media and digital projects, but continues to rely on customers for creative ad ideas. As a result the company actually invests less than a million dollars on advertising each year.
Invest in your marketing
Harley Davidson realised that if they focus on their brand and their customers then new business leads would be generated organically. They would also be high quality and founded on a taste for kinsmanship, community, and becoming a feared 43-year- old accountant.
It’s all about understanding the full value of a lifetime customer. Imagine you run a business where the lifetime customer value is £15,000 then you could buy a lead for £4,500.
The cost of the lead might seem high, but you still make lots of money. That’s the mentality of marketing as an investment, not an expense. Teaching yourself to make this shift will help you to evaluate the high return that your investment could achieve.
Remember, the Harley Owners Group is free to join for the first year, so consider the cost of running this self-sustaining network against the potential revenue in motorbike sales. Consider also the cost of producing Harley Davidson leather jackets and associated apparel – a sellable product and a marketing tool.
Get in touch today to find out how could you invest in your marketing to make your brand and packaging work harder for you, for less.
Want to invest in your brand’s packaging? Contact us today for friendly and expert advice.
Amazon just can’t seem to get their packaging quite right, and it’s no wonder really, with over 480 million different products to pack and an average of over 608 million packages to ship each year . . .
Although a very active organisation in trying to improve their carbon foot print, the retail giant has come under fire in recent years for packing small items in needlessly large boxes, but now the tables have turned, they are in the spotlight in the run up to this Christmas for using too little packaging!
Amazon work with manufacturers to box products in Certified "Frustration-Free Packaging", which reduces the overall amount of packing material used. Amazon have claimed that their sustainable packaging initiatives have, to date, eliminated 181,000 tons of packaging material and 307 million shipping boxes, which is pretty remarkable.
However, Amazon’s packaging approach, seems to have caused quite a stir and they have come under fire on social media for not using enough or in some cases, any packaging at all. Christmas presents are not being delivered in the usual brown Amazon box, but instead with just a delivery note attached to the original manufacturers packaging. It has been reported that one customer was ‘absolutely fuming’ after the person who was meant to receive the item as a present, saw what it was upon delivery. She then went on to accuse the company of ‘ruining Christmas”. It seems this lady is not alone, as we see images of Amazon’s lack of packaging shared across social media.
On Amazon’s website they state that their certified Frustration-Free Packages are recyclable and come without excess packaging materials. The product inside is the same, and everything included in the Certified Frustration-Free Packaging is what would have been in the original, manufacturer's packaging.
The website also states that these packages are usually dispatched directly to the consumer, in the original packaging, and to keep the contents of the packaging a surprise, a gift option can be selected during the checkout.
We understand Amazon’s struggle, as will many product manufacturers and online retailers. If you need help to streamline your packaging, please get in touch with us. We will be happy to visit or call you for a full packaging consultation.
The Unboxing Experience
Packaging is becoming a lot more than just a means to keep your products safe during transit. Creating a lasting impression with the unboxing experience, is an important marketing tool and is becoming increasingly popular across many sectors.
The mobile phone market is a good example of this. They have really utilised the power of packaging, and over the years we have seen an increase in design complexity, as well as the overall quality and finish.
Why is the Unboxing Experience so important?
For ecommerce companies, the first physical point of contact you make with your customer is when the package arrives with them. Therefore, it makes perfect sense to give a good first impression of your brand or product, and a positive lasting impression, through well designed and well-presented packaging.
A co-founder of Innocent Smoothies commented at a business funding show that he believed Packaging is the most important aspect of marketing, particularly for a Fast-Moving Consumer Goods range. He has been quoted saying “I think realistically, for most FMCG products, the packaging is more important than the product. It is how you get noticed and create desire, inputting what you stand for”.
How does the Unboxing Experience Work?
In a nutshell, it’s all about adding perceived value to your product. When a customer receives their goods in packaging that gives a sense of quality, they feel its good value for money, it makes people happy and keen to tell their friends, often through social media.
A study by dotcom distribution revealed that 1 in 10 young adults will share a photo of an online order, if the packaging stood out to them, and you only have to look at YouTube to see the numerous videos showing personal unboxing experiences.
The same study by dotcom, proved that a customer is more likely to make repeat purchases from a provider they deem to have premium packaging.
How can I improve my packaging quality and design?
If you would like to improve your customer's unboxing experience, through quality product packaging and good quality printing, please get in touch with us.
We can guide you on the packaging materials and print process that most suits your individual requirements.
If you want to increase your products aesthetic value, well designed innovative packaging is key. Good retail display packaging will eliminate the need to package and repackage for retail use.
One of the market drivers for good display packaging are the cost benefits for retailers. The brand and product type should be easily identified by staff, which will reduce the time taken to sort, open and display products. Because this increases efficiency of labour it will positively improve the overall performance of the retail outlet. With a good print design, the display packaging will aid brand recognition and help to increase sales.
Brandon Consultants have recently done just that and aided by their packaging manufacture, launched a new packaging design for BirdsEye Inspirations range.
‘Brandon’s design uses mouth-watering images of food on the front of pack, inspired by the editorial style of food photography currently seen in food and lifestyle publications.
Brandon’s work moves away from the rest of the frozen fish category, strengthens the brand and creates an iconic logotype icon reminiscent of restaurant signage to communicate the premium quality of the product’. (Packaging Europe).
Not only does innovatively printed packaging increase brand visibility and allow customers to locate products quickly, if coupled with high quality packaging it increases the in-store retail experience for consumers.
When a product is presented attractively, coupled with enhanced brand recognition, good display packaging facilitates the product selection, leading to impulsive purchasing.
We work with many marketing consultants to produce new and exciting packaging for manufacturers, get in touch today for a quotation.
Whether you are looking for your printed packaging in corrugated cardboard, folding box board or rigid covered boxes, you will find there is a huge variation of printing techniques available. Not only do you have to find the right material to print on, the volume is also a key factor in finding the right material and printing method for you.
Recent research suggests, one of the biggest challenges buyers face in sourcing packaging is the difficulty in identifying the most effective printing techniques to ask for when looking for a quotation, and this can slow the whole process down.
At Packaging Supplies, we offer printing methods such as flexographic, digital, litho laminating & screen printing, which is not unlike many other packaging suppliers and manufactures. However, if the correct printing techniques are not used on your packaging it can lead to unnecessary additional costs and quality issues.
How do Packaging Supplies over-come this?
Our well-informed sales team are adept at finding out consumer needs and requirements. We engage in consultation to enable us to advise packaging buyers on the most suitable printing technique that is available. Factors that drive which methods we advise, will have taken into consideration things like quantity, budget and the result the buyer is striving to achieve.
Depending on your needs and wishes, we can adapt our services to suit you. We have an external sales team that are well equipped to come to you and meet in person or an internal sales team that can handle your enquiry over email and/or telephone. We have a large range of portfolio images that we can send you as examples, which can speed up the consultation process on a tight deadline.
As a packaging company, we’ve grown with the needs of our customers over the last 35 years and adjusted to new printed packaging methods when appropriate.
To find out more or to get a quotation on your printed packaging, please get in touch.
If you are looking for high end, presentation boxes or bespoke boxes, but don’t have the volume or budget for a premium box such as a rigid paper covered box, we offer some great alternatives that will make your products stand out and give the look and feel of quality packaging.
Folding cartons can be manufacture with all manner of design features and the printing options offer even further choice, for all budgets:
Digitally printed folding boxes – great for multiple print variations or smaller runs, we can produce exceptional quality from our digital printers and apply gloss or matt finishes. The shorter lead times for digitally printed boxes also add to this being a very attractive option.
Litho laminated folding boxes – superior quality and clarity for intricate print design, options include gold or silver foiling, embossing or debossing, gloss or matt finishes. Litho laminated boxes are suited more to higher runs, this keeps the unit costs down which off-set the tooling costs, and you won’t be disappointed with the end result.
All folding carton boxes, whatever the design will be supplied flat which saves on storage. They can be easily ‘made up’ with a few simple folds of the board.
Variation in Design - Ideas
Depending on the overall design and function of the box, we can offer variations to the design to make your life easier and speed up your processes. For example, with a self-locking box and lid, we can supply completely unglued for you to fold and lock into place or we can supply these with a glued side wall option, meaning that only two ends need making up and the whole process is much less time consuming.
To find out more or to get a quotation, just get in touch.
A London advertising agency asked us to produce a couple of promotional cartons for Ferrari’s 70th Anniversary celebrations. Ferrari were looking for a chip carton to hold some polenta chips and also mini burger box to take a hamburger.
These cartons were digitally printed to the highest standard on a 500micron folding box board. We can supply folding display cartons in both standard and food grade materials and we are BRC certified for the storage of food & non-food grade packaging. In this case the cartons were to be lined with grease proof paper, which we can also provide in plain or printed with the clients own branding.
This job was produced to a very tight deadline with dates that could not be moved due to the cartons being required at a specific event. In many cases advertising agencies work with short lead times for their projects. In these cases we will always do everything in our power to meet these deadlines, delivering your boxes on time, every time.
We had the artwork guidelines and the Ferrari logo’s sent to us and for a small additional fee we created a number of artwork and colour variations for Ferrari to choose from.
Within 7 days these promotional printed cartons were designed, die cut, printed, hand glued and delivered in time for the event. All thanks to the expert knowledge and flexibility of our digital manufacturing unit.
Last year in late January an agency for Walker’s crisps got in touch with us to produce a quantity of promotional boxes for their valentines’ day give away competition.
This project was very time sensitive, we had a short time frame in which to design the box and manufacture it and of course we had to make sure the deadline wasn’t exceed so that we could get the boxes delivered ahead of valentine’s day.
From concept to delivery, this job took under 2 weeks in total. During this time we carried out a consultation, sampling, colour swatches and artwork changes and of course the finished product delivered.
The final design was a huge red flat folding box board box made to look like a box of chocolates, inside we made dividers to hold in place and display 16 packets of specially named bags of crisps. Perfect for those of us who are not choc-a-holics!
Due to our flexible approach to bespoke products we were able to select the right type of packaging and printing methods to ensure the deadline was met.
There are so many options open to you for bespoke packaging, we can help guide you to the right material and methods, all to suit your individual project and budget.
Get in touch for a quotation
Report shows the importance of good packaging for successful product launches:
In an age of social media, it is very common knowledge how much marketers put into all forms of digital channels for the launch of any new products. In many projects, the packaging time and time again seems to be an afterthought.
A new report has shown how important good packaging design can be for the introduction of a new product. Research firm Nielsen analyzed 9,900 product launched across Europe for its Breakthrough Innovation report. Which concluded that packaging design is the least aspect of marketing that is published yet it was a major factor in the most successful product launches over the last two years.
“Packaging design is the dark horse of the marketing world. It receives little attention compared to other marketing decisions, and its impact tends to be vastly underestimated,” Said Ben Schubert, SVP at Nielsen Innovation Practice.
With consumer marketing nearly 60% of their product decision at the store shelf, it isn’t hard to imagine, design that will help you stand out will be important.
At Packaging Supplies we position ourselves in the market, stressing the importance of all the views above. We offer a step-by-step service in custom and bespoke packaging projects, for any new products or projects.
Good packaging design is also important in getting your goods to the shelf not just sitting on them. Through the use of our online packaging shop, we have invested in a range of postal boxes so you can send your products in style. These boxes have a hinged lid and are self-locking making them perfect for any e-commerce company.
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