WHEN THE OUTSIDE COUNTS: PACKAGING 101

You have likely heard that it is what is on the inside that counts, but what about the outside? When it comes to your business’ products, oftentimes, the outside is a lucrative influencer in consumer buying. In fact, some businesses see a 30 percent increase in consumer interest when more time and energy are spent towards packaging. First impressions are everything in today’s fast-paced world and your product’s packaging can be the impression that gains you more business. From the shelf to the carry out, the way your packaging and wrapping looks and feels, can boost your brand and sales.

When the Outside Counts: Packaging 101

Form Vs. Function

Individual Product Packaging

Your product shouldn’t be overwhelmed by it’s packaging––it should compliment it. Does your product speak for itself? If so, consider clear packaging so that the product is easily visible with supplementary text of features and benefits on the back of the packaging. Does your product require assembly after purchase? A closed, branded cardboard box with graphics of the product and features might be a better route for you.

Branding, Colors & Typography

Your packaging should always reflect your brand. When deciding on packaging design, keep in mind your company’s colors, logo and typography. Making your packaging attractive can draw in consumers to your product amongst the competition on the shelf. After all,about 1/3 of product decision-making is based on packaging and personal preferences.

Go GreenBeing green is in fashion. Packaging with recycled or recyclable materials will appeal to consumers who follow the green trend (and possibly cut down on your packaging costs!).Consider Your

AudienceYour packaging should always reflect your brand. When deciding on packaging design, keep in mind your company’s colors, logo and typography. Making your packaging attractive can draw in consumers to your product amongst the competition on the shelf. After all, about 1/3 of product decision-making is bakes on packaging and personal preferences.

Individual Product Packaging

While your product’s packaging is an important element of your branding and sales success, so is the way your product leaves the store. From daily carry out wrapping to birthday gift wrapping for your customer’s best friend, the way you present your product will speak volumes about your business and brand. Consider the following for your business’ wrapping:

Gift Wrapping and Shopping Bags

Packages, Boxes or Bags?This depends on your brand and the

occasion. For daily carry out wrapping, a branded paper bag might be the most cost-effective option. However, for gift-wrapping a birthday present, a box will make a bigger statement. Consider the various situations in which your business might need to offer wrapping and carry out packaging ––this will help you determine the types of packaging you will offer.

Gift Wrapping & Shopping Bags

Colors & BrandingYour daily carry out wrapping and gift-wrapping speak for your brand long after the consumer has left the store. Daily carry out bags that boast the business or store’s colors and typography are a walking advertisement to other consumers that your recent customer may pass by. Additionally, 90 percent of consumers reuse product boxes and bags after their purchase—score! More advertising for you. When deciding on design for your daily carry out wrapping, think about how you want to present your business, not only for the initial carry out, but for the reuse as well.For gift-wrapping, it is important to consider the occasion. Will your business offer different color tissue paper or bows for birthdays and anniversaries? Or will you have one standard gift-wrapping that reflects your business’ brand? The decision is yours; however, knowing your customers will come in handy when making your choice.

Gift Wrapping & Shopping Bags

Finishing TouchesSpeaking of ribbons and tissue paper, these touches add the extra “wow factor” to your wrapping. Simply tying a bow with your brand’s colors on a brown paper sack can suddenly make the ordinary something unique. So, don’t leave your packaging at the box or bag, take it one step further and make it memorable.

Gift Wrapping & Shopping Bags

So, the inside matters, but so does the outside. With proper strategy and planning behind your product’s packaging and wrapping, you can boost sales and build brand strength.