Consumers are developing a more sophisticated taste for the enjoyment of opening packaged goods with unboxing experiences popping up on social media more and more. This kind of user generated content is fast becoming a powerful marketing tool that brands can tap into because people looking at these videos are ready to purchase! Sharing an exciting product experience on social media is an authentic personal response to interacting with your brand that consumers will trust and so could act as a driver in socially promoting your brand. Design solutions such as minimalistic, personalised and luxury packaging can elevate consumer experience with your product and encourage social sharing.
Minimalistic packaging design
Simplicity in consumer packaging is about more than simply decluttering your design. Apple’s Chief Design Officer, Jonathan Ive, states that “Simplicity is not the absence of clutter, that’s a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object or product.”
Getting your brand message down to its true essence and conveying this without distracting design elements can help your product stand out from a sea of competitors.
One of the most memorable and successful personalisation campaigns is the “Share a Coke” Campaign. The campaign was first launched in Australia in 2011 and involved changing the traditional wrapping around the Coca-Cola bottle to say ‘Share a Coke with…’ and a popular name. This elevated the consumer experience with its packaging and sparked social sharing. The goal of the campaign was to create a personal and human relationship with their consumers. As a result, young adult consumption increased significantly by 7% during the campaign, making 2011 the most successful summer campaign ever. The campaign earned a total of 18,300,000-plus media impressions.
Image Source: Coca-Cola Store
Luxury packaging conveys an image of sophistication and subconsciously makes the consumer feel important and pampered. A Dotcom Distribution study found that it also motivates customers to repeat purchase and recommend products to friends. Design finishes such as debossing, die-cutting, embossing and sophisticated foil stamping can add luxury to your product. Beautiful packaging that can be repurposed is another way to capture the hearts of savvy consumers.
It would seem that although consumers are more environmentally conscious and demand a commitment to sustainability from product suppliers, there is still an underlying desire to feel special and packaging can deliver this in spades.
Image Source: Pierre Hermé