I recently made the decision to regrow my natural hair. This new journey means that I find myself regularly browsing the hair care aisles to try to find new products that work for me. Many times, my first point of contact with these products occurs while they’re on a crowded shelf. So why do I make the decision to purchase some products vs others? It’s the packaging. I always find myself drawn to products with bright labels, clean fonts, or unique shapes and I leave the store excited to try my new acquisitions.

So, am I just a person who’s attracted to bright pretty things? Or is there a deeper message about packaging?

I know that some entrepreneurs believe that packaging is just packaging and it’s only the product that counts. However, I think that if this is your mindset then you’re truly missing out on an important branding opportunity.

Packaging reinforces the perceived value of your product

Whether you’re into e-commerce or you’re competing for precious retail shelf space, how your product is packaged plays a significant role in reinforcing your value proposition. Think about how your product is advertised and the messages you share with potential customers. Your packaging must echo your promise to them. Are you promising luxury? Then, everything from the materials you choose to your labels must exude luxury. It is important to move beyond the basic functions of packaging and focus on the feeling that should be evoked when your customer encounters your product.

Packaging helps your product to stand out

Packaging helps to differentiate your products from your competitors’, especially when competing for shelf space in retail establishments. In my quest to find the right hair products, I have noticed that a lot of local entrepreneurs have their products on the shelves of conventional retailers and are fighting against foreign competitors to grab consumers’ attention. Attractive and unique packaging can certainly make an impact.

…attractive packaging design motivates people to make impulsive choices, bypasses reflective thought and leaves the purchaser with a feeling of having been rewarded. That’s a powerful impact.

– crowdspring.com

Packaging and your e-commerce business

There is an unprecedented rise in small e-commerce businesses here in Trinidad and Tobago. Entrepreneurs are taking advantage of the digital space to showcase and sell their products. Whether you deliver your products in person or rely on courier services, your packaging sets the tone for how customers experience your product. It is the first tangible experience they have with your brand. As they say, you only have one chance to make a first impression, so you need to make it count.

You should aim to create a branded experience. According to Katie Lundin, a branded packaging experience is

the deliberate selection of shipping and packaging materials, combined with smart package graphics design, that leaves a positive and memorable first impression for your product when the product is initially unboxed.

There is a reason why unboxing videos have become so popular. The packaging is almost as important as the product itself. It is part of your overall brand. A branded packaging experience will:

• Form part of your positioning strategy. This refers to the space you want to occupy in your customers’ minds.
• Strengthen your brand messaging by helping customers understand your value.
• Create an opportunity for user-generated content. Creating an Instagram worthy unboxing experience can motivate customers to share their experience on social media and help you grow your community.
• Encourage repeat purchases.

E-commerce businesses have endless opportunities to wow their customers with their packaging. As Jake Rheude of The Good Group explains:

Properly packaging your product is like giving someone a birthday present every time they order from you.

Tips for packaging your products

Product packaging is an important part of brand building in this competitive entrepreneurial era. These tips can help you to create a lasting impression in your customers’ minds.

For retail products:

• Know the customer- Intimate knowledge of your potential customer will help you to design the perfect package for their needs and tastes.
• Blending in is not an option- Research your competitors and create a package that stands out from the crowd.
• Consider the product’s price point- If your product is retailing at a premium price point, its packaging needs to reflect this. If it’s a lower priced item, simple but attractive packaging will work.

For e-commerce businesses:

• Make it visually appealing- Use colour and typography wisely. You can also use customised labels, tape, and stickers to create an attractive package.
• Personalise your packaging- Address your customers by name and add a hand-written note when necessary. These personal touches make customers feel valued.
• Show off your style- Use the packaging as an opportunity to show of the style that customers expect from you e.g. tastefully wrapped products, tissue in your brand colour.
• Add extras-Throw in something extra if you can e.g. a discount code for their next purchase, free samples
• Communicate- Use inserts to communicate with your customers. Add instructions, social media accounts, and a call to action.

Building a winning brand requires you to consider packaging as an extension of your products. Therefore, you must be intentional about your packaging choices. Knowing your customers and their expectations are the keys to creating a branded packaging experience. Your product packaging should be a part of your overall marketing strategy. Look at your value proposition, positioning, and messaging and ensure that your packaging is a part of a cohesive brand.

As I think about my hunt for natural hair products, I must say that not every product I purchased worked for me. However, I would not have been able to find this out if I was not attracted to the packaging in the first place.

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