How to Maximize Profit with Packaging Part 2

A company with a strong brand is a powerful thing.  You have to know exactly what your business represents and how you want it to be portrayed.  For example, high-street retailer Zara wanted to adopt a sophisticated and stylish brand image.  Therefore, they designed their brand image in the style of the Prada logo to subconsciously make customers aware that Zara is a chic place to shop.  They package their goods utilizing this refined logo to extend Zara’s brand message.  This is in stark contrast to brands such as Desigual whose packaging is wild with the company logo in large, bold lettering to compliment the vibrancy of their clothes.  So before you design packaging for your products, think carefully about what kind of brand message you want your packaging to convey.  Once decided on this, make sure the design of the packaging compliments the style of your products.

If you want to really drive awareness of your eCommerce site, you should make your company logo large so that it is visible for everyone to see.  This approach is also useful as it keeps costs down in terms of the fact that it requires a lesser amount of packaging material.  However, if you want your brand to portray an essence of luxury, it may be best to keep the logo discreet.    It is your decision based on the price range of your products and the image you have presented on them online.

The next important decision that you will have to make, is whether you want your branded box to double as your shipping container or whether you want two separate containers – one internal box encasing the product and showing the branding, and an unmarked, external box for shipping.  The separate container concept is a good idea because it effectively keeps your product safe as well as portray your company logo.

So, How Do You Design the Internal and External Packaging Boxes?

If you chose to opt for separate internal and external boxes for packaging, you will have to turn your attention to the design itself.  By adopting this method, you have opted to create something which is worthy of the slow reveal.  The internal box will have to showcase a nice deign which will stir at the customer’s excitement whilst they open the box.  Quite simply, you have to create an internal box which will portray your company’s values and appeal to your customer’s style.  This will make your customer feel like they are opening a present and make them feel valued by your company.  If this feeling is evoked in them, they are more likely to share a photograph online or share their positive experience with your company with their friends.  This will help your business gain new customers.

You do not have to worry as much about the outer shipping container looking as pristine.  A beautifully branded external container may attract thieves to steal the products either in the mail or from the customer’s doorstep.  Discreet packaging will not promote the same sense of product value, but it will effectively protect the internal packaging.  The last thing you want is for the customer’s delivery to go missing and the customer blaming your business.  Remember, it is better to be safe than sorry!

Always match the size of the packaging to the size of the product.  For example, an expensive ballgown crushed in a small package will crease the material and promote customer anxiety.  However, it is both costly and impractical to separate different products into separate containers.  This approach will only cost your company more delivery charges and encourage customer frustration when their goods are delivered at all different times.  Especially if they have to stay at home to sign for their goods as this restricts them to go about their daily business.  It is important to consider both of these elements when it comes to packaging.

This does not need to be difficult.  All you have to do is treat the online customer as though they were a customer in a retail store. You would not dare to squeeze as many of their items as you can into a bag and ignore neatly folding their items.  Treat your online customers just as you would treat them face-to-face.  Courteously.