Today is your birthday! Okay, maybe it isn’t, but it’s likely that you’ve celebrated it this year. Whether you’ve celebrated it this year or not, I would like you to picture yourself with a gift in your hands. Now, before you start ripping off the wrapping paper, I want you to imagine the bit that makes you feel all wonderful when your gift is in your hands: the packaging. From the satin-like paper to the curly ribbon, it’s nearly as important as the gift itself. When we buy a gift for someone, the first question that comes to mind is, how am I going to present it? Well you’re certainly not alone, as brands think long and hard about this too. Actually, whereas unboxing or unpacking products are classic YouTube trends, it seems like brands have only recently realised the true potential of design when it comes to social networks. But moreover, does this videos echo our love for feeling and looking at packaging?
Looks Matter More
Developing the essence of a product doesn’t end in the product itself – it’s key to create fantastic packaging that will make someone, want to pick it up from the shelf, and put it in their trolley. At the end of the day, the first thing your customer is going to see, is the packaging. Thus, you want to take them on a journey – you want them to spot your stand-out product, look at it, and then ultimately buy it. Have you ever heard the term ‘sex sells?’ Well in this case, sexiness certainly sells. Arizona tea bottles: they’re bright, beautiful and boy do they look brilliant. The packaging is fab as it reflects the promises of their brand – ‘great-tasting products, using top-quality ingredients in uniquely designed packaging.‘ What a treat.
Who are you?
Now, let’s move on to the ‘big one’ – brand image. Your packaging should be in accordance with your brand and it should highlight your unique set of features where the audience can recognize who you are, in a blink of an eye. Whether it’s your logo, your strapline, your color(s), your font – they all must match the spirit of your brand. This is key, as a study titled ‘Packaging Matters: Packaging Satisfaction Study’ found that ‘when it comes to making purchasing decisions, the average consumer ranks a product’s packaging almost as important as the brand itself (10 percent versus 12 percent). Do you think that Coca Cola would be Coca Cola if you didn’t grow up with the bright red can, with white swirly writing?
Practicality is Perfection
It’s all very well creating a good looking product, but style over substance is never a winner. Don’t you love it when not only is your new purchase a pretty lookin’ thing, but it’s also practical at the same time? Enhancing the experience for your customer will provide them with the special moments they feel with your product – and it is likely they will be coming back for more. One of my favourite concepts is by Yeongkeun Jeong. A wooden spoon attached as a lid and an eating device. Simple, cute, brilliant.
State the Facts – and a Little More…
In most markets you will be operating in, your packaging will require you to showcase essential pieces of information, such as weight, composition and how to store it. But, the packaging is also an opportunity for you to provide additional information that will serve your business i.e. a price reduction, competition or a CSR programme that you’re involved with. The extra bits that will catch the attention of your audience.
If increasing your online community is one of your objectives, letting your customers know they can reach you out on social media is the start. It’s not rare to see a Facebook or Twitter logo on packaging, like this ‘pieminister’ box.
Of course, no one can really be bothered to soak in the percentages and the wordy facts brands plaster all over their packaging. It’s so much more inviting when an audience are shown a riddle or a game that can not only hook them, but provide them with the answers they’ve been searching for in the first place. Well-known in France for being an emblematic cheesy snack of pre-drinks, Apéricube has been displaying their trivial pursuit-like questions a little like this: ‘Who’s featuring the character Harry Bosch in his novels?’ Answer: Michael Connelly. An amuse-bouche that is amusing…
Surprise your audience!
Don’t you remember the days of opening up a fresh box of Frosties and pouring out the orange flakes, to be surprised with 1 of 3 basketball figurines landing in your bowl? A great memory for us, but a pain for your mother who had to buy the next two boxes in the hope that there would be a new model to collect. A great example of how a brand’s packaging gave a little extra and received a lot back, was Nike Stadium’s shoe box. With an interior design looking like a stadium and a chip producing the sound of a crowd cheering the moment you open the lid, it comes to no surprise that this limited edition box was awarded at Cannes Lions – Festival of Creativity.
It’s All Digital
NFC stands for Near Field Communication. It enables electronic devices to interact with each other by bringing them together. Let’s have a look at the brand new Rémy Martin Club Connected Bottle. The way it works is from downloading the app, tap a NFC-enabled Android smartphone on the top of the bottle. The first tap will identify the product’s authenticity, the second tap will let the user know the bottle’s status (if it’s been opened or not), and the final tap launches a range of engagement activities to spark the user. Clever, but a challenge at the same time as very few know if their mobile device is NFC-enabled.
Digital goes with innovation, and this ringcam speaks for itself. The product is an engagement ring box which includes a small camera and a microphone designed to capture the special moment with your loved one, when you ask the big question.
All in all, if your packaging is truly attractive, people will remember it, and even further – keep it. Can you think of a friend who collects certain bottles or toys? I certainly can. In fact, I’m guilty of collecting the range of Absolut Vodka bottles. Myself like many others buy it because we like vodka, but really we buy it because each and every bottle is so damn cool.
Overall, packaging amplifies the product. If it looks good, and already delivers your brand promise without the customer even using the product itself, people are going to come back for more. From opening the packaging to using the product – the entire process is an experience, a story. If the product is the story, then the packaging is the book cover. After all, a book is judged by its cover, thus it’s key to have your ‘book cover’ invite your audience to dive into your story, by projecting a preview of what your product / story is about. Give them a good reason, and people will share the word for you. Afterall, who doesn’t love to tell a good story?
So if your birthday is tomorrow, next week or next year – take a good look at the packaging before the present. It may well be more of a surprise…