What Quality Brand Packaging Says About a Company
Quality brand packaging is among the most powerful tools a marketer or, indeed, a company has. Often overlooked, packaging such as boxes, wrapping and product security says a lot about a business. Think about it for a second. Does packaging made with glossy ink that can’t be recycled really align with a mission statement that includes a sustainability commitment? From a commitment to quality to protecting products, here are a few things to think about.
Boxes Immediately State Brand Identity
The golden link between a customer and a business is emotional, and this is much more challenging than some people think. Successful brands that do this well understand their customers and have worked with them over time. However, it all begins with a strong brand identity. From a mission statement to custom shipping boxes, consumer psychology is taken into account when presenting a business to a preferred customer segment or demographic.
Quality Brand Packaging Commits to Quality
Right away, packaging can tell you a lot about a company and its dedication to quality. It can also demonstrate company values, which is great since 64% of customers are willing to pay more for sustainable packaging options. However, there are some further aspects to consider:
- Quality packaging demonstrates a commitment to every part of the product.
- Consumers will see a brand as of higher quality with such a commitment to packaging.
- Premium packaging also raises customer expectations about the quality of a product.
From silica gel bags that help keep moisture levels balanced during distribution to the right amount of protective materials that ensure the product gets there in one piece. Every little detail when it comes to quality brand packaging matters.
It Shows Professionalism
A business will come across as lazy and with little regard for the customer with poor packaging. A well-designed and sturdy box, for example, says a lot about how dedicated a company is to its customers. Sure, they could have just thrown a product in a cheap box with some filler. However, custom-designed boxes that hold products in place demonstrate a commitment to quality. Video game console boxes are a perfect example, as they encompass almost every aspect of quality packaging, somehow combining premium features with sustainable ones.
Increases Brand Recognition
The colours, logos, and imagery used on packaging can be part of a story for a company or brand. Through visual features alone, quality packaging can appeal to customers and instantly make a brand more recognisable. This is valuable for standing out in a crowded market and helps beat the competition. Of course, a lot of thought goes into how the packaging looks, utilising brand logos that customers know, value, and, above all, have come to trust.
Quality Brand Packaging Offers Premium Value
Believe it or not, the packaging of a product can be part of the experience and some love it as much as the product. In fact, there is a combined total of 25 billion views for YouTube videos with “unboxing” in the title. A company can also enhance the experience by appealing to customer expectations with greener shipping options that still include premium features.
Increased perceived value
A product can be made to appear more valuable with packaging tricks such as premium packaging finishes, high-quality materials and thoughtful design elements for products.
Enhancing the customer experience
Customers love interacting with thoughtful packaging, and this can elevate the experience and excitement. Some love it so much that they even upload unboxing videos to YouTube these days.
Elevating the brand’s image
A brand can be poorly received with no commitment to the quality of packaging, as it reflects on other parts of the business, too. If you can’t get the packaging right, what else could be wrong?
Premium packaging elevates the perceived value of a product and enhances the overall customer experience of getting something they value personally. Luxurious materials and sophisticated design can set a product apart from others, even making unboxing an experience.
Dedication to the Customer
Successful marketers consider the entire customer journey of a product, from discovery to unboxing. This means packaging, while often overlooked, plays a much bigger role than some people think. Large companies such as Apple and Sony understand this and commit to product packaging like it is an extension of the product. However, this is appreciated by customers. From seeing the packaging, to removing protective elements, and even the fresh smell of a box!
Environmental and Sustainability Commitments
Of course, packaging accounts for a lot of waste today. Most people throw away packaging without a second thought. However, a business can appeal to eco-conscious customers with sustainable packaging. Recycled materials are a great start, but the source of materials, factory conditions, and worker treatment must also be considered. This highlights the critical role that packaging plays in the development of a product, and a business can commit to improvements.
Quality Brand Packaging Protects a Product
Most people probably see packaging as the method of delivery and protection of a product. While there is more to it than this, 30% of product returns are because of damaged products. So, that’s something to think about if a company wants to commit to reducing overall costs:
- Customers appreciate protection for valuable and sensitive products.
- There’s a lower chance of damage and returns as a result of premium packaging.
- Customer satisfaction and trust are greatly increased when products arrive undamaged.
Opportunities for Innovation
So, when is a box not just a box? Today, packaging is much more than a way to send something from a business to a customer. Through branding, a company can tell its story. It can also demonstrate commitment to a customer with well-designed packaging. However, packaging can also include interactive elements such as QR codes that can direct customers to free products (as often seen with GPUs) and even AR experiences through smartphones.
Company identity immediately comes across with quality brand packaging, which can be a way to tell a visual story about a business and product. However, a business can also demonstrate a commitment to higher quality or eco-awareness through packaging alone. Today, technology also allows packaging, such as boxes, to become part of the experience. QR codes and AR tech can enhance the unboxing experience and add to the excitement of getting a new product.
This is a collaborative post.
