HOW TO GIVE EMOTION TO YOUR PACKAGING
GIVE EMOTION TO YOUR PACKAGING
According to Wikipedia, the packaging is a container or wrapper that temporarily contains products mainly to group units of a product, thinking about its handling, transport and storage. If we talk about emotion, Wikipedia is very aseptic. We will not argue that it is a fairly complete definition, but it does not say all that packaging really is. And, of course, it does not enter into the emotional aspect of the matter.
Let’s put ourselves in the client’s skin for a moment. If we do this exercise, it would be very interesting to ask some questions about what the client perceives and feels when he receives the package.
Do you see quality even before opening it? Does it transmit enough solidity? Is it personalized or could I not distinguish that box from any other? Does the packaging add to your brand perception? And your experience as a user? The emotional is a trend in packaging.
How to Add Value to the Packaging
Believe it or not, the same packaging boxes, for the same price as one that does not, can provide value-added benefits that transform into functionality and very positive emotions for the customer. Does your product require instructions? Then print them directly on the packaging with what you save by not including a brochure. The user sees it as a distinctive sign and, meanwhile, you are incurring less expenses and manipulated.
You can put the list of ingredients, components or simply the contents of the packaging. In the case of being a shipment destined for the final customer, it is a way of anticipating what is going to be found, of generating expectation.
If, on the other hand, it is a package sent to a company, the functionality takes precedence over emotion: they receive many shipments and to be able to check the content without opening the box will undoubtedly make things much easier. A prominent packaging design makes its much easier to guess the quality of the product inside.
If we go a little further, you can even tell a story. For example, adding a text that tells who you are and what led you to create that product. This text may include data that helps to make traceability from the origin to the customer, talking about the producers and the processes, and including testimonials from other users who tell their experience with your brand. All of this connects directly with emotion and empathy. The truth is that there is always something to tell and the only limit is your creativity, so it is worth exploring how far you can go.
How to Build Brand with Packaging
Using our boxes and packaging intelligently has a lot of strategic. Since we have done the exercise of putting ourselves in the client’s shoes, let’s do it a little more. The fact of receiving an order is part of the customer’s shopping experience and, in addition, a very relevant one, since it is his first contact with the product.
A good quality box that brings continuity to the brand image makes the customer “consume” brand from the zero minute. Therefore, packaging is a platform to give personality.
The Colors
You have to use all the resources at your disposal. Some are very obvious, such as taking care that the corporate identity is respected using the corresponding colors. Can you imagine Pepsi using red boxes?
The Typefaces
Something similar occurs with typographical fonts. A few are usually defined and when and how they should be used, are specified. Packaging is no exception: keep in mind that what each typeface conveys and what it says about us has been studied.
The Logo
Surely, one of the aspects that best serve to build brand is the logo. Its application in the packaging can be testimonial or quite the opposite. Imagine, for example, the effect that it would have to use as a pattern printed on the box or on a tissue paper inside, a design pattern based on your brand.
The Images
There is one more element that has considerable weight in everything called branding. We talk about the images and what they are capable of transmitting. The more inspiring the better. You have a pet? This is a good place to illustrate with her.
Packing Color
Something that may seem anecdotal, such as choosing a brown, white or black box, can totally define the personality of your business or that particular shipment. For example: a brown kraft box will give an organic and organic look to your business, while a white box will give your brand neatness and, if we choose a black box, modernity or luxury.
The question is: how do I know what color to choose? How can I surprise my clients? Do not hesitate to contact us, the PCB team will be happy to help you.