Have you ever received a large package from Amazon — only to discover a much smaller package inside? It’s kind of like the retail version of a Russian nesting doll.
There’s a word for this phenomenon: Overboxing. In a world where the global environment is under rising stress, overboxing has emerged as a real issue for businesses and online retailers. Customers, especially younger ones, are demanding sustainable solutions — which means brand packaging design has become more important than ever.
The perils of “overboxing”
Online retail giants such as Amazon and Alibaba ship billions of products each year and these numbers are expected to grow significantly in the coming decades. That translates into an enormous amount of cardboard, styrofoam and bubble wrap.
Given the hefty amount of debris that comes with modern packaging – and isn’t typically recycled – that’s a serious burden on the environment. Amazon is attempting to limit the damage by asking its vendors to follow new standards under its “Frustration-Free Packaging” program. The ultimate goal is to limit overboxing by having vendors send their products to Amazon in boxes that are ready to ship.
This is an approach that aligns with changing public sentiment. The numbers are stark: 94% of Generation Z members say businesses should work to solve environmental and social issues, while 89% say such efforts are a factor in their buying decisions. No other demographic group places this of an emphasis on corporate sustainability.
Sidestepping “wrap rage” and delivering agile design
In the early days of e-commerce, businesses took the same retail products meant for the shelves, placed them in a box, and shipped them to online retailers or customers. Today, that kind of practice often leads to extraordinary waste — and “wrap rage”-induced social media call outs.
In order to stay on the right side of sustainability, today’s businesses are moving away from a product design aesthetic that made shelf appeal paramount. Instead, these businesses are merging this objective with the practicalities of sustainable packaging.
Hasbro’s “Baby Alive” doll is one such example: By following Amazon’s stricter guidelines, the company was able to reduce the total amount of packaging used by 50%. Other popular products that have been redesigned for sustainable shipping include Play-Doh and Mr. Potato Head.
While choosing this path may require additional research and development money, smart brands can recoup part of this through the use of clever marketing. Sustainability is a major priority for many buyers and can serve as a critical differentiator for brands seeking a competitive edge.
Although science, robust clinical trials, and the FDA get most of the credit for emerging products in the pharmaceutical market, your brand should not underestimate the importance of graphic packaging. These three tips will transform how you think about your brand’s packaging design and highlight why this critical capability is worth investing in.
Your packaging is your customers’ first impression of your product. The style of your label, drug information, ingredients, and packaging materials all provide clues into your brand’s quality. Packaging should protect both your products during transportation and distribution, as well as your reputation. Cheap, misleading, or confusing packaging can lead to customer frustration, resistance taking their medication, or liability issues if dosing is unclear.
2.Graphic packaging can increase patient adherence
According to the National Association of Chain Drug Stores, only 25-30% of patients take their medication as indicated. Most often, these patients cite confusion over how they were intended to take a drug. Packaging plays an important role in communicating a drug’s indications, benefits, risks, and interactions with other substances and could have the potential to dramatically improve patient adherence.
Graphic packaging and infographics are a great way to build knowledge about complicated products or drugs. They also improve clarity for the medication being distributed among low-income demographics where literacy is low.
3.Flawless packaging doesn’t need to break your budget
The good news is that high-quality, informative packaging can be achieved on almost any budget by partnering with a specialized graphic packaging agency. When looking for a digital marketing agency like ours to support your pharmaceutical packaging design needs, make sure they understand your specific industry requirements and can design within those guidelines while creating a memorable and functional final product.
While your drug’s packaging may not be the most glamorous part of your product marketing mix, it can make or break your pharmaceutical’s success once it enters the market. Contact our teamto learn more about how we have partnered with pharmaceutical companies like yours to build a comprehensive brand strategy that includes naming, packaging, and marketing support.
How packaging design services can transform your brand
95% of new products fail every year according to Forbes. And we want to help change that statistic through our revolutionary packaging design services. Aside from keeping your products safe for shipping and distribution, packaging is the calling card of your brand. Packaging helps customers decide whether they want to buy your product before they try it, which is why we don’t recommend skimping on this important extension of your brand. When partnering with a creative agency to help bring your vision to life, make sure they have a deep understanding of the following four packing success indicators: function, cost, scalability, and brand alignment.
Your packaging should keep your products fresh, safe, and clean — based on the goods you’re selling, how fragile they are, and whether or not they have a shelf life. Packaging design services agencies should have unbeatable, niche insight into the types of materials best suited to protect your product, whether there are any government restrictions or guidelines for shipping and packing, and how to mitigate any risks your products may be exposed to while reaching their final destination.
The quality of your packaging is a direct reflection of the quality of your brand. With that in mind, high-quality packaging does not always need to be expensive. Your creative agency can help you identify areas to cut cost, without sacrificing quality. They will work with you to understand what trends and design techniques will give you the look you want for less, and how shipping costs might factor into your total budget.
While sending a personalized note with every shipment may seem like a charming, high-quality touch, this is not scalable as your business grows. New businesses dazzle customers early with unique, memorable packaging, but lose an edge when cost and time forces them to cut back on the experience. Packaging design services experts will help you create packaging that is personal, on-brand, and scalable by volume.
Brand Alignment: Tiffany’s & Co signature blue boxes and Apple’s sleek, streamlined containers are almost as recognizable as their products themselves. This level of brand alignment helps potential customers understand your products more deeply and determine whether your brand values are aligned with their lifestyle. Signature packaging, like Tiffany’s, can also become a draw for your customers when leveraged properly across channels to tell a unique story about your brand.
Nailing these four guidelines doesn’t guarantee your packaging won’t need some fine tuning, or that you won’t want to update your look as your brand evolves. Your agency partner will work alongside your brand to ensure your packaging stays current through testing with small focus groups, experimenting with cheap-chic materials, and gathering customer feedback about how durable and sustainable your packaging really is.
This process is a foundational part of the product lifestyle for CPG and luxury brands. Learn more about how something as simple as a box can transform your brand by contacting our team for a free consultation about your packaging design.
Differentiation and retail consumer packaged goods design
With great packaging, comes great power. We may have butchered the Spiderman quote just a bit, however when referring to retail consumer packaged goods design, these truly are wise words for a brand to live by.
When analyzing consumer behavior, and contemplating the all-important psychology behind a buying decision, it might seem relatively obvious, but prospective consumers will tend to notice a product’s packaging first; and arguably, a product’s packaging is just as important as the product itself. I can’t tell you the number of times that I’ve willingly skipped over, or perhaps even overlooked, a potentially great product, simply because the packaging seemed inefficient, cluttered, or just didn’t catch my eye. As the old adage goes, we shouldn’t judge a book by its cover – but if it saves me money, and prevents the opportunity for me to unknowingly taking home an inferior product, I’ll likely stick to my gut, and the lasting first impression of a brand as it’s been initially instilled in my brain. And did I mention that if delivered in a manner that is enticing enough to match-up with a product’s perceived value, it’s hard to resist temptation? Many retailers are well aware of this game – and have it completed mastered – although some have taken heed of how to maximize the effectiveness of retail consumer packaged goods design concepts and strategies.
Keeping this type of compelling design in mind, nearly every aspect of a brand’s packaging must be determined by the brand’s overall identity. The game-changers in the field of retail consumer packaged goods design are those who know how to sufficiently intertwine the presentation of how the package and product should appear to the eligible consumer. Think about this example from Silicon Valley: Apple has practically made unboxing a new iPhone an art form, likely because of the sleek, minimalistic packaging – no pesky plastic to break apart or cardboard to cut – and this is reflective of the iPhone’s sleek design and uncomplicated interface. It’s just so much fun opening that clean, white box with the expectation of what awaits. While it may not be your first iPhone, the attention to detail and extent to which the package becomes a part of the buyer’s brand experience is undeniable. And while enjoying the sheer bliss of unwrapping my iPhone 6 Plus earlier this year, I couldn’t help but ponder the fact that I’ve been a long-time customer of the Apple brand, and the experience – as matched appropriately with the functionality and capabilities of the mobile device – keep me coming back for a newer model year-over-year.
While possessing some degree of retail consumer packaged goods design differentiation undoubtedly has its benefits, attaining the iconic status in packaging that retailers Apple and Tiffany & Co. have mastered, and as mentioned in our previous blog, doesn’t happen simply by chance. [quote]Achieving such branding perfection begins in large part with the presence of strong brand identity, a dose or two of creativity – and immense knowledge of your ideal consumers’ expectations. (And capitalizing on those expectations.) At BIGEYE, we’ve compiled three key tips to consider when developing your own captivating retail consumer packaged goods design concepts, in an effort to ensure that each has the potential to resonate with your target audience on an iconic level:
1. Know your audience. What issues does your ideal client complain about most when it comes your product type? What aspects do they praise? When seeking to create sleek, beautiful, or practical packaging, the responses to these simple questions are a thought-provoking launching point. For example, it’s absolutely crucial for make-up companies, to listen to women’s reviews on products – especially on packaging. Studies prove that women are almost overwhelmingly turned off by the lack of a pump on a foundation bottle, regardless of the product’s quality; while in other instances, women have reportedly – and more often than not – impulsively purchased expensive lipstick simply because the tube was gilded and gorgeous – with an often prominent logo. Listening to what your consumers both need and want from retail consumer packaged goods packaging design can honestly make or break a perfectly great product – even if the vibrant shade of said lipstick is undeniably perfect for the season. Madame Coco Chanel, I’m talkin’ to you.
2. Give experiential packaging a try. While not conceivable for all products, the consumer’s experience with a product’s packaging doesn’t have to come to an abrupt end when the item has been successfully taken out of the box. HBO’s dark-humored drama, Six Feet Under, released a beautifully designed “complete series” box set a few years back that corresponds with the show’s somewhat grim subject. A tad tongue-in-cheek, the top of the boxed set features fake grass and a grave marker, displaying the name of the series and the date it began and ended, while the sides of the box resemble dirt. Taking it one step further, the box containing the series’ DVDs stands at 6 inches tall. Equally creepy and stunning, the smart design correlates with the show itself (and doubles as outstanding Halloween decor).
3. Explore the benefits of going green. Research proves that it’s often worth it to ensure that your brand is perceived as “earth-friendly.”Nielsen’s 2015 Global Survey on Corporate Social Responsibility shows that 66% of global online consumers across 60 countries are willing to pay more for products and services from companies that are committed to positive social and environmental impact. What does this mean for your brand? It’s simple: packaging a product in recyclable, reusable, or sustainable container is a consistent reason for consumers to choose your product over a competitor’s. For this reason alone, socially conscious initiatives are not only beneficial to Mother Nature, but might also prove lucrative to your bottom line. And admit it, that’s a real win-win.
Truth be told, whether a brand’s retail consumer packaged goods design lends itself more on the side of quirky over stunning, or simplistic over creative, its popularity in a competitive buyer’s market truly boils down to a unique selling proposition. Your brand must communicate its product and benefits in a manner that is equal parts functional, entertaining, and enthralling. Apple watch, I can’t wait to see what your packaging holds in store.
If you’re looking for ways to unleash the power of your brand’s identity though innovative retail consumer packaged goods design, contact us today! We’re poised to provide the necessary expertise to conceptualize a myriad of new and innovative solutions to ensure that your product is this season’s (and all of those that follow’s) must-have.
Iconography and retail consumer goods package design
Ever taken a moment to really think about the goods and service we use everyday? How about the retail consumer goods package design of the products we embrace most frequently? If you haven’t guessed it, we are a highly visual and emotional species. It’s a hugely interesting exercise to contemplate why we’re driven to make certain purchases, and to have preferences and leanings toward specific brands. Well, the choices we make are due in large part to the look and feel – the tangible presentation elements – of our favorite products, and the emotions they evoke within us as consumers.
[quote]Our product-buying decisions, and a significant portion of that emotional response, come from the invaluable art and science of effective retail consumer goods package design.[/quote]
Our product-buying decisions, and a significant portion of that emotional response, come from the invaluable art and science of effective retail consumer goods package design. Here at BIGEYE, we’ve decided to take a look at some of the most iconic, recognizable retail consumer goods packaging, and what makes each so highly memorable – and hugely popular – among the buying public.
Tiffany & Co
Typically, sales packaging like a box holding a new necklace wouldn’t garner much attention. I, for one, usually rip open a package without any hesitation (or ladylike grace) if I’m expecting some glittery, golden goodies. However, it doesn’t take a novice to note that Tiffany’s robin egg blue box is almost as valuable as the jewelry it contains. The coveted box, wrapped up in a luxe satin ribbon, has inspired wedding decorations, cakes, and centerpieces – the company even has it’s own blue box charm that sells for $250. In fact, empty boxes have even been known to be hot commodities on eBay and Etsy. The distinct color, some say, was chosen because turquoise was a popular jewelry color at the time, although no one is entirely certain of its iconography. In any case, the robin’s egg color (also known as No. 1837, representing the year the company was founded) is instantly identified with Tiffany’s; while the box still says Tiffany & Co., it certainly doesn’t need to. And for those of us who obsess over the origin of specific colors from a design aesthetic, Leatrice Eiseman, executive director of The Pantone Color Institute, says, “It evokes positive thoughts and reactions, and this, combined with the status that Tiffany has assigned to it, makes for perfect packaging.” Our inner-gemologists would tend to agree.
McDonald’s. Mickey D’s. Nothing seems to instill excitement in a child at dinnertime quite like a McDonald’s Happy Meal box. Perhaps it was because my brother and I were only treated to those tasty chicken nuggets and fries on special occasions (like getting good grades, or when our mother just really didn’t want to bother with dinner), but that feeling of pure joy experienced whilst waiting in the drive-thru line is something that continues to resonate with me today. And the anticipation of knowing there is a prize waiting inside that red and yellow box? That was only half the fun. While the images on the box may change, and the promotional campaigns surrounding the tasty alternatives to mom’s cooking have evolved over time, the feeling it elicits in a child still remains. At BIGEYE, we’re still lovin’ the effective use of retail consumer goods package design for our beloved burger and fries.
No time for a trip to the mall? Thanks to the juggernaut that is the online shopping phenomenon, our lives have become ever-influenced by the ease and simplicity of making purchases via the wonders of the Internet. As an adult, that same sense of excitement I felt when getting a McDonald’s Happy Meal is now provoked by seeing that distinctive package on my porch. While the price point of my online treasure is surely much higher than a value meal, that doesn’t prevent me from feeling the sheer thrill and delight I experience upon seeing my order arrive on my doorstep. There’s just something different about the Amazon box—and I think others can agree. In fact, the simple cardboard box with the Amazon logo is raved about so enthusiastically on Twitter, you’d think it was the online equivalent of the Tiffany box. Ponder for a moment about how that simple arrow on the side of a basic cardboard package makes you feel all warm and fuzzy inside – and how easily you can return to your computer to make it happen all over again with the few simple clicks of your mouse. Sheer bliss, indeed.
Chanel No. 5
I’m not certain what people are more interested in when purchasing Chanel No. 5: the perfume, or the bottle. The sleek curved glass, single white label, and black sans serif type is modern class at its most exquisite. Beloved for generations, the design is sophisticated, timeless, and has even sparked Chanel to design a plexi-glass clutch version of the iconic bottle. Who wouldn’t want to take a little of Madame Coco – and all her finery – with them as a compliment to their favorite ensemble? Santa, are you listening? I know it’s early, but clearly, the list above covers all my “wish list” items accordingly.
Based upon the examples above alone – and there are so many we’ve left off our list – it’s fairly safe to say that the the power of packaging is far more important than just practical design, although that is certainly necessary, as well. The design needs to speak to the brand advocate’s needs and emotions equally, and directly, in the effective promotion of a product to really illicit the appropriate reaction, and to positively impact buyer behavior. The end result: brand elements that fully support your overarching objectives, and perhaps even attain that iconic status we marketers revere.
Looking for award-winning retail consumer goods package design strategies for your product that will resonate with your target audience? Contact us today to get the conversation started!
Encouraging discovery through subscription commerce
As busy people with busy lives, we don’t always have the time to sift through a glut of new products and services to decide, for example, what new shampoo to try, or what type of headphones pack the best sound for the cheapest price. That’s why many of the team members here at our Florida advertising agency stick to our trusted Head and Shoulders brand, and grab whatever headphones we can find on sale at Target.
But, some marketers have picked up on the fact that many of us are, in fact, interested in being the first in town to try something new. Be it something strange, like rearview mirrors for your sunglasses, or something practical, like an eco-friendly razor, there’s something inherently cool about being the first person to be in the know.
Subscription boxes are gaining in popularity as ways for people to experiment with new products. Curating companies tailor such boxes to their target demographic, and a typical box might include products for a young, hip mother or a dog-loving city dweller. For a fee, the person has a box of goodies delivered each month, and often receives all of the items in the box for a fraction of the price that he or she would have to pay to purchase the items individually from retailers. Come delivery day, it’s like Christmas — every month!
Besides the obvious financial benefit to the companies that create these boxes and sell them online through subscription services, these boxes can also be a great way for marketers to get their products into the hands of potential customers. Some subscription services even encourage their subscribers to engage in influencer behavior, which ultimately also helps to market the products to a broader audience. Plus, many marketers know that hand-to-hand marketing is one of the most successful forms of marketing, so when you can put a product in a consumer’s hand, your business has the opportunity to generate a high return on investment.
What motivates people to trust strangers to curate subscription commerce? In many instances, the keyword is trust. Once a company is able to establish itself as a leader, it can then take initiative to offer its loyal subscribers access to goodies that they never knew existed.
Cravebox leads the way in curating boxes and solidifying the trend known as subscription commerce. Cravebox’s researchers scout thousands of products to bring its subscribers only the best in health, skincare, hobbies, parenting and more. Cravebox chooses its members out of a lottery, which provides an air of exclusivity for those selected.
Other companies like 12Society reach out to a targeted demographic. 12Scoetry purports to offer products from celebrity endorsers, and caters to the young, professional male. (It kind of makes you wonder why a company like GQ didn’t catch on to this type of trend sooner.)
Birchbox offers a similar subscription box service, but sets itself apart by also offering links to products you can purchase on the website. It also offers different boxes for men and women, and offers grooming and style tips with each box. Similarly, lifestyle box company BabbaCo offers the kinds of goods only a mother could love – because they’re tailored to mothers.
The magic of the boxes is that no two are the same. Each offers a different set of goodies and, if you don’t like it month after month, you can cancel your subscription. Our Florida advertising agency understands that consumers are spending less time with beauty magazines and print content, and believes that subscription commerce may be just the type of marketing you need to help introduce a new product, and reap impressive results.
Contact us today to see how we can help you generate impressive marketing results.