Devise packaging strategies that “transcend tradition” to create a good first impression

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 15, 2020, 5:53 AM UTC

Create captivating unboxing experiences to engage shoppers.

This article states that for brands to craft a unique and visually appealing packaging design, they must have brand clarity with an aligned purpose and strategy. They should avoid cluttering their packaging with too many photos and graphics, as that may confuse the customer. Instead, they could use clean designs with negative space to direct attention to the key message.

Marketers should create a specific target audience, and leverage digital printing technologies to personalise packaging. To grab customers’ attention, companies must “break the rules” by using uncommon shapes, tactile surfaces, colours, illustrations and more.

The unboxing experience should be emotional, sensory-filled and dynamic, as it has a significant effect on customer perception. Businesses should include every important detail such as ingredients list, sourcing information and sustainability attributes to earn consumer trust.

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