If you work in packaging industry, one thing you should know about your job, you have the privilege of creating special memories for customers. Small yet personalized little touches given by you to any product’s packaging can uplift a customer’s mood. Packaging is a golden chance for brands to amaze the customers. I love citing the example of Korean lip care products here (I bought a full range of them). Despite being all the information written in Korean, I could apply it very easily because there were visual demonstrations over packaging.
The Customer’s point of view:
Most brands don’t think about manufacturing their packaging from customer’s point of view and this is the worst mistake you can make. I worked at Ulta beauty for a while on the lip color counter and the most complains I heard were about the applicator not being sturdy enough and the boxes looking too cheap. Brands invest in primary packaging but forget that it’s the secondary packaging your customer will be interacting with first. Usually, stock Lip gloss boxes are used and they can destroy your hard-earned brand identity.
Companies argue that it’s not easy to keep a customer 100% satisfied but you should keep in mind, your customers may not always be right, but they will always be your customers. When creating a packaging design try to view the things from customer’s perspective. Putting yourself in customer’s shoes is the key to creating unforgettable products.
Little Wows make all the difference:
Selling products and selling the products right for customer, there is a big difference between the two. A great product, packaging with information that shows you care and attractive design are keys to evoking an emotional response from customer. Packaging is vital to great customer experience, its main job is to provide maximum satisfaction to the customer and enhance usability of the product. It’s always the little things that add up to make a difference, imagine peeling ribbon on a KitKat, that ribbon was the reason I patronized KitKat over other chocolates because it made me feel cared for.
Task mentality to people mentality:
Packaging is not just a task or a necessity to get your product into the market. It’s how you will be communicating with your customers without ever interacting with them. This makes it so important to pay fanatical attention to detail when it comes to packaging. Keep one thing in mind though; this attention to detail doesn’t have to be extravagant. Don’t lose your business sense while trying to pay attention to detail in packaging. I bought a fenty beauty highlighter and setting powder, the products are amazing (we can all agree on it) but the packaging is what makes these products so appealing.
The Hexagon moment when you take the product out of the bag, even though the packaging is pretty standard and not so extravagant, give them a luxury feel. That is the power of custom packaging; it can earn your brand a distinct name.
