Many businesses use packaging to say more about them and their products than offer straightforward protection for shipped goods. However, some enterprises, especially smaller ones, fail to understand just how important the right sort of packaging can be in terms of promotion. Read on to discover the importance of packaging in brand promotion and what steps businesses can take to improve their visibility through the packets they send.
Branded Packaging
When it comes to commercial packaging solutions, probably the most important aspect of brand promotion is to put logos and other key visual identifiers onto the packaging itself. If you were to think of an Amazon delivery, for example, probably the first unifying thing you would imagine from their various packets, envelopes, boxes, and cartons would be the internet seller’s distinctive smile logo which makes its way onto just about everything the company sends out from its fulfillment centers these days. Customized packaging can raise your game when items are dispatched to customers since they’ll often pass through multiple hands during their transit, especially if they are sent from one state to another or even internationally. Such branded packaging makes it clear who the sender is and, when done well, why the contents of the package are likely to be perceived as superior to competitor products, especially ones sent in unbranded cartons.
Sustainability Messaging
Beyond branded packaging, businesses can use their packaging to say something about their social and corporate responsibilities. The use of clearly marked recyclable materials is a good move, particularly if your target customers happen to be an especially eco-conscious demographic. Even better, sustainability in branding can help businesses to thrive because some customers will like the kudos of receiving their goods in an obviously environmentally responsible package. This sense of pleasure is more likely to lead to repeat custom as clients associate the receipt of the order with positivity. Quite apart from anything else, many business leaders see the use of sustainable packaging as a way to promote their company as forward-thinking and better prepared for tomorrow.
Customer Experience
Finally, customers’ experiences of what they receive in packets will be shaped by the state and quality of the packaging. Poorly wrapped goods will often be perceived as worse than well-packaged ones even if there is little to tell them apart. This comes down to nothing more than the old adage that first impressions count. What do people usually see first when an order arrives on their doorstep? Of course, it is the outer packaging. That said, the customer experience is also shaped by the inner packaging. Once the outer, protective packaging has been removed, the experience becomes more like a retail one so attractively prepared packets should be considered a must.
Conclusion
In the end, promoting a business is all about the way you choose to present it. You could opt for a high-end showroom or a simple catalog. Whichever you choose will reflect on the way customers perceive your business and this applies to packaging just as much as any other aspect of your business.
