Printed ecommerce boxes: Branding ideas for packaging.
Packaging is now so much more than just a box. It has become an important branding tool. And ecommerce boxes are no exception.
In fact, the explosion in unboxing videos mean that if your parcels arrive looking tatty, tired or even just failing to excite, then you could be missing out on a huge amount of free publicity or, worse still, find negative reviews are posted about you online.
As such, it is widely recognised that for a wide range of sectors, products and markets, using printed ecommerce boxes is now almost the default.
Saying that, it is branding opportunity that still requires a large amount of attention to detail. Many brands invest significant sums in making sure the experience their customer receives lives up to – and even exceeds – expectations.
Importance of first impressions
As you are likely to have heard again and again, first impressions count.
A range of studies have indicated that people will make their minds up about individuals anywhere between 3 and 10 seconds. And once this opinion has been formed, it is nigh on impossible change, even with refutable evidence.
The same can be said for your brand, product and packaging.
This means it is critical that your packaging not only allows safe transit of your ecommerce orders, but also surprises and delights your customers.
But your packaging can go so much further than this.
It can help position your brand as the premium (or indeed budget) choice in your market. It can help with brand awareness. It can act as free advertising on its journey through various sorting and distribution networks. It can be used as gift packaging. It can be used for aiding returns.
In essence, your packaging is, now more than ever, a reflection of your brand and business.
A simple example of printed ecommerce packaging
A common example given of how packaging can help to position a brand is with handbags.
Well-known names such as Gucci, Chloe, Valentino and others have a hard earned reputation for quality and luxury. This is reflected in their desirability – and price tags.
But imagine if you were to order one of these items (or indeed any high value item – it could be any fashion, footwear, high end appliance, device etc.) and it was delivered in plain poly mailer bag.
To say you would feel disappointed would be an understatement.
To say it would cheapen the brand, and affect your perception of it, as well as your likelihood of purchasing from them again, would also be true.
Even being supplied in plain brown cardboard box would be unlikely to get the pulses racing.
The reason that these high end brands can charge a premium for the products is that their audience and customers are excited by the prospect of purchasing a new product. The whole experience from buying online to the unboxing of the product must be seamless and, ultimately, make them feel good.
Main print and branding options
This could be seen as an extreme example, but if you are serious about establishing a brand, or growing a business, market positioning is hugely important.
It may be that you are budget offering. It may be that you are pushing yourself as the eco-friendly option. The retro choice. The tried and trusted brand. Even the futuristic cutting edge option.
Regardless of how you see your brand and products – and more importantly how you want the public and target customers to see it – your packaging plays an important role.
As such, there are a number of differing options for printed ecommerce boxes, all of which can help reach, influence and delight the consumers you are targeting.
As a summary, these are as follows:
- Bold colours
- Full colour
- White inks
- White out
- Spot laminating
- Internal print
- Use of kraft cardboard
- Single colour logos
- Tessellating patterns
- Labels
- Combinations
Please continue reading for further information and examples of how these could be suitable for your business.