Industry Insights

With the right blend of strategy and creativity, strategic packaging helps brands shape meaningful brand experiences—here's how.

 

If you’re one of the estimated 9.1 million online retailers in the world, then packaging design is a critical piece of your customer experience puzzle. It’s like an announcer introducing an all-star player to the field, exciting your customer for what’s to come.

From color and design to the opening experience, all the packaging elements work together to create an incredible first impression. So what’s the secret recipe for an exceptionally well-designed package?

We’ve put together this guide to help you develop the perfect packaging solution for your brand. Here’s what you need to know to bring your brand to life through packaging design.

Priority number one = protect your product during shipping.

Considering that one in ten boxes is damaged during shipping, getting your product in front of your customers in one piece should be a top priority. Otherwise, you’re placing your brand’s reputation in jeopardy (and setting yourself up for a nightmare of returns and refunds).

So invest in sturdy materials to protect your product from the elements.

For example, corrugated cardboard is a popular packaging material for its ability to cushion and protect fragile products. It also boasts a lightweight design that won’t add to the cost of shipping.

Prime your consumers for a memorable product experience

Once your packaging arrives at its destination, it’s time to excite and engage your customer. That’s where the little details count the most.

Think beyond the packaging and focus on creating a unique, memorable “unboxing” experience. Consider adding special touches such as two-sided custom detailing and stunning graphic designs to make your packaging stand out from the crowd.

For instance, customers are drawn in by the innovative packaging and can easily spot a Kendra Scott package even before they open it. Kendra Scott, a fine jewelry distributor, infuses a touch of luxury into the customer’s unboxing experience with layers of creamy white ribbon and stunning patterns featuring the company’s signature gold-patterned emblem.

By the time customers slip their new stunning piece of jewelry out of the sleek, silver drawstring bag inside, their anticipation has peaked, and it’s time for the dazzling product to take center stage.

Create a package design that shares your brand story.

Adding your logo and brand colors is a good start, but there are tons of other elements to include that can take things to the next level. Include thoughtful copy that leaves readers feeling curious, inspired, or understood. Share imagery and graphics that assure your audience they’re in like-minded company.

But creating an unforgettable unboxing experience isn’t just about aesthetics. You can also sweeten the deal for your customers by including special surprises such as discounts or samples of new products.

Tissue paper, postcards, printed art, business cards, stickers, branded ribbon, custom logo stamp, and handwritten thank-you notes are also great ways to further your brand’s story in your packaging. They help customers connect with your company on a personal level and see the importance you place on delivering an excellent customer experience.

Show your consumers you care about the earth.

With more than 82 million tons of packaging waste landing in landfills each year, the packaging waste crisis is real. To help lessen the environmental impact of packaging, why not design packaging that can either be repurposed or reused?

Using eco-friendly packaging materials is a great way to demonstrate your company’s commitment to social responsibility, which can help build trust with customers. For instance, in an effort to reduce single-use plastics consumption, many brands are turning to 100% recyclable corrugated packaging instead.

Ready to elevate your brand experience with more innovative packaging design?

What’s the key to making any of these innovative packaging ideas work? Brand consistency. Your brand’s personality, tone and identity must be consistent throughout your packaging strategy. With careful attention to detail and a commitment to creating something unique, you will be able to build trust with your customers and further strengthen your brand.

That’s where BCI can help. With our full suite of corrugated products and creative capabilities, we can help you develop beautiful, highly functional, and 100% sustainable packaging.

Say goodbye to packaging anxiety and hello to a packaging experience that will exceed your customer expectations. Explore our packaging design gallery and see how we can bring brand stories to life.