Every contact with your customers is an opportunity to build your brand. Product printing and packaging is no exception. Even when you work with a high-quality digital commercial printing machine, poor packaging design can make your brand seem careless. Your packaging serves as a sales lead in many circumstances, especially in the realm of e-commerce.
With the right packaging, you can help those one-off purchases become life-long customers. Your packaging is, therefore, a golden opportunity to deliver your message to leads and customers alike. Here are five ways to make your message stand out when you invest in products from a digital commercial printing machine:
Feature Your Branding
Branding is the way consumers recognize your business and its products. For example, you might associate a friend with a specific skill or talent. If you hear that Jill Smith is a good cook, you might introduce her as a good cook to other people.
Branding works the same way. The difference between branding and a person’s name is branding can incorporate many other elements. For example, a logo, color scheme, font, slogan, or, yes, packaging design, can all contribute to a business’s branding. Think of the titans of American business. When you see an orange shoebox with a white “swoosh” logo, you know in an instant that the product belongs to Nike. When you see a red meal box with a yellow “M” for a handle, you associate the contents with McDonald’s. These businesses incorporate their branding into their packaging so well that their packaging becomes part of their branding. When you want to improve your packaging design, including your business’s logo is a vital way to reach more people and stand out as a company.
Bold color choices are a great way to make your packaging stand out from your competitors.
Again, consider Nike. In 1972, when almost all other footwear manufacturers were packaging their shoes in brown cardboard boxes, Nike chose orange shoeboxes to distinguish its products in the marketplace.
Making bold color choices requires thinking outside the box (no pun intended). If your line of goods tends to be pigeonholed into packaging of a particular color, re-think why that color is used and brainstorm about other colors that can work. Relying on bold colors in your logo design can also inspire creativity in your packaging.
Keep in mind that your packaging is not limited to a particular size or shape. You may want to consider applying your creativity to the shape of the box. An octagonal box, triangular box, or even asymmetrical shaped box may help your products stand out from your competitors.
Likewise, creative designs printed onto the box material using a digital commercial printing machine can give your products a unique look and feel. For example, there is no rule that the designs on printed packaging material need to follow the edges of the packaging. Digital commercial printing machines can print designs at any angle because the packaging is die-cut after printing.
It can be tempting to cram a lot into a small space. However, small type, crowded visual elements, and busy layouts can be counter-productive. When the brain sees a lot of content, it tends to tune out the noise. This can cause customers to ignore your products in lieu of simpler designs on the shelf.
White space offers the brain a natural resting space as it consumes content. After all, if there is only a bit of content and a lot of white space, the consumer will understand that the content is very important to your business.
Tell a Story
The human brain is hardwired to look for patterns. The human brain also thinks in narrative rather than discrete points of information. The result is that your content is more likely to connect with the consumer if you create a story that appeals to the consumer’s emotions. This does not need to be complex. “I am fun” is the only story told by the packaging of many entertainment products.
Nearly 90% of consumers believe that printed materials will always be needed. Printed packaging is a prime example of something that will never disappear.