Packaging design: how can you use it to build customer loyalty?

Good service, products that deliver what they promise and good payment terms are some of the strategies used by brands to ensure that consumers’ expectations are met, thus generating a positive experience and considerably increasing the chances of these customers’ loyalty. And in this context, packaging design plays a fundamental role.

According to the Packaging Matters report, released by MeadWestvaco Corporation, 53% of the Brazilians interviewed bought a product again due to the packaging – and this confirms how a well-designed design can be decisive to leave a mark in the memory of customers!

Understand the Unboxing Experience

The colors, the material, the print, the logo. The elements present in a package produce in consumers an expectation about the product that is inside it and generate identification between customer and company.

So imagine that you made a purchase at an online store and, after some time, the order arrives in a poorly and reused package that does not offer protection to your product. The first impression about delivery will probably be negative and you will hardly ever shop on that website again, right?

That is why the Unboxing Experience – needs to be highly valued by brands, especially when it comes to orders placed through e-commerce. The delivery process takes a few days and can generate anxiety. Thus, delivering the product to the customer in a differentiated packaging will positively impact their purchase journey and encourage them to make new orders.

But how to use packaging design?

Now that you know how a well-designed packaging influences consumers’ brand awareness, it’s time to understand what should be observed when creating a different design:

# 1 – Know your target audience well

Before creating an innovative packaging, it is necessary to understand the tastes and needs of your customers. Those who have a more conservative profile will often have a preference for more sophisticated and traditional packaging. Meanwhile, a young audience, possibly, will identify more with a cool design that has something linked with sustainability.

# 2 – Use creativity a lot

Regardless of the profile of your audience, it is important to invest in a creative design that differentiates your brand. Bet on colors, illustrations and typography that convey the identity of your company. In addition, the use of innovative formats can make your packaging even more attractive transforming it in your trademark.

Take the example of Trunk Club, an e-commerce that offers personalized style consulting to its customers. The company sends its orders in boxes that have the shape of suitcases. Inspirational, isn’t it?

# 3 – Create a package that represents the customer

Personalization is a strong trend in the packaging design sector. The technique is capable of surprising the consumer, as it generates the feeling that the product was developed exclusively for him. But when customizing a package, you need to think about what can be done so that it connects with the brand’s audience.

Creating drawings for commemorative dates that make sense for the company, developing options that can be customized by the customer and sending boxes accompanied by a card (preferably handwritten) are some of the countless possibilities that can be worked on in creating an exclusive packaging.

# 4 – Focus on sustainability

Brands that have social and environmental responsibility stand out more easily in a market that offers a series of products and prices so similar. This is because customers who share the same purpose see sustainability as a differential.

In this way, investing in packaging developed with ecological material – and that can be recycled or reused – is a great way to demonstrate how much your company cares about the environment.

# 5 – Usability first

Creating a beautiful and differentiated packaging is important, but the functionality cannot be left out. So, make sure that the design was thought to offer the best customer experience. In this context, the package must be produced with quality material – to ensure protection and safety to the product – and be easy to handle.

# 6 – Sharpen your senses through the packaging

Promoting an experience that stimulates the consumer’s senses allows him to connect more deeply with a brand. Thus, it is interesting to develop packaging that can arouse good feelings, such as creating packages with textures that stimulate the touch or with fragrances that sharpen the customer’s olfactory memory.

# 7 – Interaction makes the experience more complete

Activities that promote public interaction are a major market trend. Using this feature in packaging design is an alternative to generate value and win consumer attention.

An example of packages that interact with the public are those that use a QR code to direct the customer to a specific page on the internet. The mechanism is capable of instigating curiosity, in addition to offering an even more complete experience.

Another option is to create an innovative design, which can be used for different purposes – such as the packaging of Dobra’s wallet, which becomes a coin safe – in order to make the product even more attractive.

The packaging design has a major impact on the customer’s shopping experience. Therefore, creating a packaging that meets his expectations is essential to make him buy a product of your brand again. Did you like the suggestions? Then follow our social networks: Instagram, Facebook and LinkedIn, to have access to more design content and related topics.