Consumers are all about getting personal and seek authentic experiences. So how can a company focused on selling products do that and still make a profit? It’s all about secondary value in your brand, in your packaging and in the experience you provide.
A recent article on the importance of creating an emotional bond in packaging outlines the logic well:
We increasingly expect something to be more than just one dimensional, to be dual purpose or to tell a larger story. As a result, we now see packaging taking on an additional role and being used to connect with consumers in a novel way that delivers that the depth and value we have come to expect.
Of course an emotional connection doesn’t just mean sharing a good cry while watching “Downton Abbey.” Happiness, wonder, friendship, pride, etc. are all viable emotional targets when branding your packaging.
There are a couple strategies that have proven to be particularly successful when it comes to getting people to care about your packaging. You can “purchase” an emotional connection through licensing opportunities like Amazon did with their Minion boxes earlier this year or Perrier’s “street art” cans.
You can also let your consumers have a voice and choose their packaging. Budweiser launched their “team cans” for this football season, and Corona is letting boxing fans vote on which fighters appear on their limited-edition promotional bottles.
No, you can’t vote for Rocky. He isn’t real. (via)
And many consumers have encountered Coca Cola’s personalized cans (which have accounted for a 2.5% sales increase and over 1 billion impressions online).
You can also connect with customers by giving a darn about design! Check out this sample box we created for Snack Nation. These are sent to office managers showcasing the healthy snack options available through the distributor and the amazing two-sided print design and construction means they are more than happy to keep it on their desk for a few days while they sample.
Or, you can get technical about it and put computer chips, QR codes and other techie stuff in your packaging to create a secondary experience. Johnny Walker Blue Label (the $150+ per bottle kind) implemented near field communication (NFC) tech into their labels that let consumers authenticate their bottle, ensuring it is the real deal and not some counterfeit knockoff.
Connecting with consumers isn’t as easy as slapping some smart stuff on label or putting a celebrity face on there. It’s about knowing your audience and designing your packaging to convey that message in a clear and convincing way. That’s why you need the custom design experts at Ernest Packaging Solutions on your side. We can craft a package with the materials, structure and features that connect.
Contact us today to learn more and let’s get personal together!