Need for nuance

We are living in a golden age of choice. When it comes to packaging, there is a broader array of options than ever.

By choosing the other path – bespoke, innovative designs like those on show at February’s Packaging Innovations & Empack showcase – businesses can forge a lasting connection with customers through packaging that genuinely fits the product.

‘Fitting’ the product is not just a metaphor. Bespoke, custom packaging is better able to hold and protect the product, while also acting as a powerful marketing tool. A distinctive appearance can help to communicate brand value, differentiate a product from its competitors, and enhance consumer loyalty. A good design grabs attention, evoking strong emotions in customers and shaping their perception of not just the product but the brand itself.

Consider times when you may have received an item in sub-standard packaging and how it influenced your perception of the brand. The right packaging greatly influences how products are perceived – and the devil is in the details. Adding bespoke custom finishing touches helps to refine the value proposition, creating standout whether it’s on the shelf or delivered directly to the customer’s door.

Whether it is new brands wanting to differentiate themselves, or established industry leaders showing they have not slipped behind, packaging that exceeds consumer expectations presents the additional benefit of converting customers into ambassadors. People love to share positive experiences on social media, and a positive, authentic product experience can drive them to promote brands at no cost to the business. Generic designs that excite no one are leaving free marketing opportunities on the floor.

This nuanced approach to design is just as important when it comes to packaging’s environmental impact. This is a subject that is increasingly dominating public conversations – images of plastic bags polluting our oceans have been common sights in the news in recent years. Faced with public pressure, drastic action like eliminating plastic from packaging might at first seem the obvious solution, but the reality is much more complicated.