Custom Packaging – 7 tips to stand out from the competition
While e-commerce has opened up a whole host of opportunities for businesses to extend their reach, it also means that the competition for your products has extended beyond the shelf to worldwide platforms. That’s why providing an exceptional online shopping experience has become essential for attracting and retaining customers.
One of the key factors for creating a fantastic experience for customers is through product packaging. Not only is e-commerce packaging a means of transportation, but it’s also an extension of your brand.
In this blog, our packaging experts at ESS Packaging explore how businesses can deliver the best online experience possible for customers and stand out from the competition using custom packaging solutions.
Why e-commerce packaging matters
Imagine this: a customer excitedly receives their package and opens a box to reveal the product they have ordered, only to find it poorly packaged, damaged or boring with lacklustre branding.
This disappointing experience is what they will remember of your brand and ruins the chances of them becoming a return customer.
Your packaging is the first tangible touchpoint a customer has with your brand after making a purchase.
It sets expectations, communicates the quality of the product, and creates an emotional connection with your brand. Recent studies have shown that over 73% of consumers base their purchasing decisions on the standard of packaging.
How does sustainability impact younger consumers?
The younger generation is acutely aware of the importance of sustainability. Issues like climate change and environmental impact have a significant impact on their purchasing decisions, favouring packaging that is recyclable, biodegradable or reusable.
7 strategies to make your custom packaging stand out
Custom sized packaging
One size doesn’t fit all, especially for e-commerce products. Tailoring your packaging to fit the exact specifications of your product not only reduces excess materials but also ensures a snug and secure fit during transit.
Die-cut packaging solutions are available for multiple types of packaging including crash lock boxes and foam inserts. With custom packaging, customers can rest assured that their purchase won’t become damaged during transportation.
Choose your brand and packaging colours carefully
Align your colour palette to your brand identity and the ideals behind it. For example, vibrant colours attract attention, while muted tones suggest sophistication. It is also worth noting for future campaigns that consistency in colour helps with brand recognition.
Prioritise sustainable materials
From recycled cardboard to biodegradable packaging peanuts, these eco-friendly materials not only attract environmentally conscious customers, but help to improve your brand’s efforts towards sustainability.
Avoid basic designs
With so many competitors’ products on offer, the last thing you want is for your product to blend into the background. Ensure your packaging designs are unique and personal to your brand so that your products stand out.
Share your brand story
In many ways, your product packaging acts as an introduction to your brand, and customers are more likely to make an emotional connection if you share your story. This could include the story of how the founders of your brand came to start their company or going into detail about the process of manufacturing your product, such as sourcing the ingredients.
Select high-quality materials
While your brand might manufacture a premium product, if you use cheap, flimsy materials for your packaging customers will assume that it reflects the quality of the product inside.
Producing packaging made from high-quality materials not only makes your product look appealing but also helps to communicate to customers the standard of product they can expect.
Demonstrate how to use your product
Customers browsing online will not spend time trying to figure out how to use your product, they will simply move on to what the next brand offers. That’s why another effective way of making your product stand out is to show how to use your product.
This could be a simple graphic of how many teaspoons to use or a photograph of a model wearing or applying your product. While it may seem like a minor detail, including a little guidance can go a long way to helping potential customers make a purchasing decision.
Custom packaging solutions from ESS Packaging
At ESS Packaging, we understand that your packaging is the face of your brand, the first touchpoint with your customers.
Based in Stafford, we specialise in crafting bespoke packaging solutions for businesses across the UK.
Why choose ESS? We offer end-to-end custom packaging solutions, managed by our experts to ensure rapid turnaround times. Committed to sustainability, our ISO quality-assured designs prioritise environmentally friendly practices.
To find out more about our services, get in touch with a member of our team today.