When it comes to certain businesses such as ecommerce, the package shipped to the customer will represent the most direct touch point. This is because they have never been in contact with a tangible item of yours previously. Think about it, this is going to be the first time they will be in physical contact with your product therefore it is important to create a great first impression. It is quite surprising since this strategy happens to be one of the most under-utilized opportunities companies seize.
What is brand-packaging experience?
Most companies don’t think about the packaging of their products or the unboxing experience. It is a necessity to package your products to keep them protected during transit. But with increased competition, shifting consumer habits and the evolving ecommerce market, it is important to look at the whole experience rather than the product itself.
Branded packaging is the thoughtful assortment of packaging materials and how the products are presented within it. The idea is to add more value for customers and your business through the packaging experience. Custom printed tape is a great way for companies to add value to their brand. The additional cost of getting your logo printed on tape will benefit your brand immensely due to its many advantages. It will add security to your product, increase brand recognition and retention and make your packages stand out from competition.
For ecommerce companies, there are less touch points to impress customers therefore it is great to use packaging to your advantage.
Why providing branded packaging is important
A large part of building a long-term successful brand is to make sure customers keep coming back. If you have any experience in business, it shouldn’t come to a surprise to you that it is more expensive to find a new customer than keep selling to a current one. Dotcom distribution found in 2013 that 52% of consumers are more likely to make repeat purchases from a company who offers premium packaging. Also 4 in 10 customers would share an image of a delivery if it came in a unique package. There is value in providing beautiful packaging for your customers that go beyond customer experience and into residual marketing effects.
Custom branded tape is a great place to start since it will communicate your brand logo and message as well as help generate the attention you want for your company.
Since we play a role in the packaging industry, we are always looking for ways to be more sustainable and recommend more eco-friendly options to our customers. Packaging is a necessary product that is needed to get items shipped to customers. Therefore there is no way of getting around the fact that packaging is required. Depending on the nature of a business, the design of the package will be different. For example, a company in the B2C space will have more creative packaging that stands out since the volume of orders will be smaller and it will increase brand recognition and retention.
Road to sustainability
There are many ways to make sure the packaging ordered is more sustainable. It is best to keep informed with the new more eco-friendly products available on the market. When it comes to tape, the best option for companies that are looking to reduce their consumption of plastic is to opt for gummed tape, also called kraft paper tape. Since the film is made of paper, it can stay onto the box to be recycled. The adhesive is made of natural ingredients as well making this option the most eco-friendly as compared to other packaging tape solutions.
What are the alternatives?
When it comes to boxes, there are ways of knowing whether or not box is made of post-consumed paper. There should be an indication of the percentage of recycled content it is made of. Be advised that polypropylene tape, the most commonly used tape on the market will not stick that well on highly recycled boxes. On the other hand, no matter how recycled the box, gummed tape will always bind well to it.
Filling material is another cause for concern to many since styrofoam is the traditional solution. This material is not only hazardous to produce but it also cannot be recycled therefore it generates an enormous amount of waste. Alternatives include corrugated inserts, biodegradable foams or fillers and organic starch cushioning. These can cost more than the industrial versions but will have less of an impact on the environment.
Reduce the volume of packages
In some cases, we receive packages that are much bigger than the item ordered. Not only are companies using more packing supplies, but it also takes up more place on delivery trucks. In this case there are multiple reasons to reduce the volume of packages especially if it is not necessary to have a certain package be bigger than it should.
Ok, before even thinking about custom printed tape, the best course of action is to have a great logo that will capture your audience’s attention. There are certain things to think about when going through this task. One would be the use of a visual double entendre, which means to have two images in one. It is a great way to get your logo to stand out and is more likely to reinforce brand visibility and retention. In addition, your audience would appreciate the little mind game and will enjoy the design more because of it.
Another consideration, which is just as important, is the color palette of the design. Any designer will tell you that color carries meaning and communicates ideas. Not only is it important to have your logo’s colors stand out and be vibrant, but also you should think about how it will look in grayscale or a true single color version. Since custom printed tape has limited amount of colors that can be printed on the film, it is good to have your logo available in one tone for these instances.
There are always going to be fads that come along in designing logos. It is best to steer clear from them since it can become unoriginal fast. When it comes to your logo, it has to be well thought up.
Generally the first sketch is going to be fairly generic so it is recommended to take up a few pages of sketches to figure out which path you would like to take. A good direction to take is using custom lettering since it will give your logo a unique feel. All this information can make someone feel a little overwhelmed but another word of advice is to keep it simple. Picture the logos for Apple and Nike. If you think about it, they are just an image of an apple and a checkmark.
To further guide you, think about proportion and symmetry to create a balanced logo.
These circles are a good guide to figure out how to draw out the logo for Twitter. Every logo should have a good story full of meaning both obvious and hidden. Even a small added element to a logo can give it more depth and meaning. It is good to keep playing around with it until you find the one best suited for you.
Once your brand logo is all figured out, having it show up everywhere such as on your custom printed packaging tape will reinforce brand recognition and visibility.