In today’s e-commerce world, branding and communication are definitely the two most important objectives we have when we create packaging for you. Making sure the product being shipped looks good and arrives safely are givens, but quite frankly, you can accomplish that with a just a well-designed, plain brown box. Then why spend the energy, talent and money to print your shipping container? The answer is to create an immediate, positive, long-lasting impression. What has been referred to as a great unboxing experience or before that, the WOW Factor.
- Packaging Branding and Communication, To Do List.
What exactly do you want to say? That is the same question we all ask ourselves about our websites, and the packaging we send into people’s homes.
- Who we are?
I don’t recall whose slogan was “our name says it all” but today that case is rare if not non-existent. In an ever increasingly competitive world, we all strive to create “an image of difference”. The fact is that our name usually only tells a small part of the story.
- What we do?
Most business owners have a good idea of what we do but the trick is in saying it as briefly as possible. If a tag line or slogan is a sentence, it is probably too long. Telling others what we do in a few words proves difficult, if not impossible, especially if your company or product line are multi-faceted. Most of us are complex as we try to appeal to different markets.
- What sets us apart from our competitors?
This is the million-dollar question. In most cases it can be a subtle difference in your products or services, though most are not unique. For some lucky few, the difference is in the business approach or mindset. It’s even better when you can say it as briefly as possible, ideally in one word. A text book example is IBM who has been forever using the one-word slogan of “THINK” first used by Thomas J. Watson in 1911. The moment of genius has served them well for over 100 years.
The Challenge When Branding Packaging.
It is somewhat true of all branding but on packaging, the highest hurdle to overcome is distractions. Especially on the exterior of any box, your brand is competing with the shipping label, and even the tape you used to seal it. The recipient is focused on opening the box to get to the contents, not on the beautiful graphics you spent hours agonizing over.
That is why we usually suggest keeping the graphics outside of a box, as simple as possible. Unless it is a large, usually RSC style box, in which case the rules are a little different. That is because there is so much print area to work with. The “Chewy” pet box everyone has seen, or the Bullbourne box (photo below) are great examples of large boxes with outstanding exterior graphics. They dominate and cancel out the normal distractions.
On smaller die cut boxes, the interior is where we recommend you develop a noteworthy graphic design. This type of box provides a great print area on the underside of the lid. That is free of tape, scuffs or labels to distract from the message you are sending. This is where solid color flood coats or multiple ink colors, are most effective. For something a little more elegant and eye-catching, a digital print or even a soft touch litho label may help your box avoid the recycle bin.
There are many things to consider, which is why we recommend a no cost, no obligation application consultation with one of our non-commission branded packaging advisors. Call us at 630-551-1700 or contact us to schedule that call. Our experience will prove to be your greatest asset when it comes to packaging structural and graphic designs.
Related posts:
https://www.salazarpackaging.com/the-three-keys-for-printing-your-e-commerce-or-sub-box/
https://www.salazarpackaging.com/printing-white-on-kraft-boxes/
https://www.salazarpackaging.com/packaging-redesign-options-for-2025/
https://www.salazarpackaging.com/five-ways-to-reduce-the-cost-of-your-new-custom-e-commerce-box/
