Transitioning from adolescence to adulthood can be disheartening. We are now responsible for bills, food, clothing; generally keeping ourselves alive. With so much responsibility, the little things that take us back to our childhood can be incredibly comforting and provide a little release from the trappings of everyday life.
One such activity is receiving packages in the post. It doesn’t matter whether it was a late-night, alcohol assisted purchase or a necessary stationary purchase, whether you have knowledge of the item beforehand or not, opening packages takes us all back to being five years old on Christmas day.
While the contents of Santa’s gift were always the main focus, the wrapping of the gift what drew us to that particular present, to begin with. The same can be said of modern packaging branding; good packaging will embed itself in a customer’s memory, ensuring that your brand will be the first to come to mind when they need similar products in the future. The aim of the game is to get customers excited when they see your branding on the packaging.
Simplicity is the Ultimate Sophistication Branded packaging doesn’t have to be huge song and dance. A simple cardboard packing box with well-printed branding can have the same impact as custom designed and manufactured packing goods or materials. Simplicity and elegance tend to win over complexity and garishness. If the initial brand design has been done in the correct fashion, some – if not all – of the branding can be transferred over to the packaging.
A prime example of simple branding for packing comes from the Glasgow-based coffee roasted Dear Green Coffee (a play on the translation of Gaelic for Glasgow “Ghlaschu”, meaning dear green place). Their packaging is efficient, simple, and eco-friendly, with only a simplified version of their logo stamped on for branding. The simplicity of the packing echoes the simplicity of the business while allowing the logo to have pride of place without fighting with other branding features for attention.
Good package branding comes from three areas: a solid understanding of the business, a good designer, and knowledge of what is possible with the packing materials. This trifecta is self-supporting; if one of these areas is neglected, the others won’t be able to succeed.
Social Media and Packing Boxes: An Unlikely Partnership The impact of social media on a business’ success cannot be overstated. Whether it’s a start-up or a globe-spanning megacorp, social media is a useful and flexible tool that can be used to drive sales and drum up interest in products and services.
Many companies have already utilised different social media platforms to their advantage, with the best having a crossover between the physical and online worlds. This is often seen through the use of hashtags to be added to posts. For example, the sunglass company Tens have created the hashtag #FilterYourWorld. This hashtag is meant to be added to photos and videos taken that exemplify the Tens ethos.
The same can be done with packing materials. One similar idea would be to create a marketing campaign to repurpose cardboard boxes for home improvement projects and assign the hashtag #BuildForTomorrow. This would imply the environmental benefits of repurposing and recycle the cardboard goods, while also generating customer interaction with the brand online. It will also generate impressions on the various social media platforms it is rolled out across. The idea is to get customers involved with the brand. Printing the companies Twitter and Instagram handles on packing materials, active social media campaigns, and reflective branding all achieve this one way or another.
Melissa Lang is a freelance writer from Glasgow, Scotland. Melissa has a keen eye for all things design and in the past has consulted on business branding and marketing. Melissa currently works for http://www.bigbrownbox.co.uk/