Packaging is the visual representation of a brand’s story; therefore, first impressions are crucial when it comes to crafting a unique and memorable brand experience.
According to multiple studies, it takes less than 15 seconds for someone to make a first impression on a person they have just met, and only 3 seconds to form an opinion on a product based on its packaging.
Keeping this in mind, how can we ensure that bespoke packaging is crafted in a way that is unique and memorable for the customer, so they want to come back for more? Find out within this article!
Understand your target audience with bespoke packaging
Before you start planning the design of your bespoke packaging, the first step is ensuring you understand your target audience. This means taking into account their age, gender, location, and lifestyle.
As an example, if you were designing a breakfast cereal for children, then the packaging would likely be colourful featuring cartoons and a mascot. This is because children find cartoons and mascots more engaging and relatable as they appeal to them.
The same goes for the packaging you are about to design for your product. Colours actually play a huge role in the customers unboxing experience. For example, black and white is often used for a lot of tech products on the market, like the iconic iPhone packaging, because it portrays simplicity and class. Similarly, black mixed with gold signifies luxury and so a more premium unboxing experience is expected.
By relating to your target audience with bespoke packaging, you can create a stronger connection with the consumer and appeal to their specific preferences and interests. Therefore, it enhances the overall brand experience and increases the likelihood of attracting and retaining customers.
Develop a clear brand identity with bespoke packaging
The packaging should always showcase a brand’s core values and messaging. We recommend thinking about what makes your brand unique, so that you can ensure your bespoke packaging design reflects this.
In order to develop a clear brand identity, make sure to use similar colours, typography, and tone of voice when designing your bespoke packaging for the product. Creating a distinct brand identity that portrays your entire business will enable customers to instantly associate the packaging design with your brand, resulting in enhanced memorability.
Take Coca-Cola as a good example. The bright red colouring and distinctive typography makes the brand instantly identifiable, even from a distance. This was the plan in the making of the distinctive bottle though. In April of 1915, the Trustee’s of the Coca-Cola Bottling Association asked eight to ten glass companies across the U.S to develop a “bottle so distinct that you would recognise it by feel in the dark, or lying broken on the ground.” Let’s just say they definitely succeeded.
Form follows function with bespoke packaging
In the world of packaging, form should always follow function. After all, the most important requirement of packaging is that it keeps the product safe and secure.
The ultimate bespoke packaging solution should be functional, exceptionally protect the product, and align with the aesthetics of the brand itself. While it’s great that the package looks stunning, it still has to do the main job of protecting the product, otherwise you will be left with an unsatisfied customer.
When designing bespoke packaging, choose high-quality, sturdy materials. This will not only provide better protection for your product, but also will give the package a more premium feel; communicating to the customer that your brand is committed to quality.
Consider sustainability when designing your bespoke packaging
Did you know that UK consumers chose reducing waste, ethical practices, and reducing carbon footprint as the sustainable and ethical values they consider most important in businesses? Therefore, considering sustainability is key when designing your bespoke packaging, ensuring you use as many eco-friendly packaging materials as possible.
It’s also important to be open with customers about where the packaging comes from and how it can be disposed of by clearly detailing this on the packaging. This helps to build trust with the consumer that your business cares about protecting the environment as much as they do. Incorporating sustainability into your bespoke packaging processes can really help to provide some distinction between you and other brands on the market.
Bespoke packaging from Swiftpak
At Swiftpak, with our in-house bespoke packaging design expertise, we can help you deliver a unique and memorable brand experience that will leave a lasting impression on your customers. Contact us today and we will be happy to help you create an unforgettable packaging experience.