Everyone loves a celebration, and there’s no better excuse than a much-looked-forward-to holiday, such as Christmas, Diwali, Hanukkah, New Year and the like. As a retailer, forward planning for such events is crucial – and one that should be planned months before the date itself.
Branded packaging that targets these holidays is a valuable asset that has the power to grab attention, increase sales and boost brand awareness.
The Power of Holiday Packaging
No company is too big or too small to take advantage of seasonal packaging. For most SMEs, anything between 20%-40% of revenue tends to be made in the final two months of the year. Customers are primed and ready to purchase products that epitomise celebrations at this time, and some companies fail to recognise this at their peril.
The following are a few of the major benefits when it comes to designing packaging for this time of year:
- Holiday packaging sends a message to consumers: Customers browsing either in store or online are primed to notice seasonally packaged goods. Such items speak to the subconscious, meaning the likelihood of choosing an item encased in festive packaging is massively increased. In other words, holiday packaging creates customer appeal.
- Holiday packaging adds to the unboxing appeal and is convenient for purchasers: Who doesn’t love unboxing a beautifully packaged item? Gift items in beautiful boxes or cartons might not even require wrapping – a huge bonus when shopping for many people. After all, shopping for gifts is something many of us enjoy. But wrapping multiple items – a truly lengthy activity – is a chore that not so many of us enjoy.
- Boost brand awareness: Today’s savvy consumer isn’t just interested in the product. They want to know the story behind the brand, their considerations to ethical sourcing and environmental responsibilities. In other words, they build a relationship with a brand they like and, hopefully, remain loyal to that company. Seasonal packaging design can play a massive role in this. Not only does it embrace the holiday, but it’s also your opportunity to showcase the key branding elements of your company.
Go Big on Green
Seasonal packaging has historically generated huge amounts of extra waste as much of it isn’t recyclable. Paying attention to sustainable packaging is a key element of any strategic seasonal packaging line. Use renewable and/or compostable materials (think cardboard or carton packaging) and, very importantly, a producer that offers carbon-free printing.
Climate change responsibility is an enormous driver for customers at any time of year. Take full advantage of communicating your commitment to sustainability during the holidays and you increase the chances of customers returning to your brand throughout the year. Don’t forget to promote this on social media, perhaps creating a campaign and seasonal hashtag to help viral growth.
Crystal Pack is a leading WA company that offers every aspect of custom-created folding carton packaging – from the drawing board stage right through to production of the finished article. Add in the advantage of carbon-free printing and recyclable or compostable materials and it becomes easy to see why so many Australian companies have embraced their 21st century expertise and design.
Discover more at www.crystalpack.com.auThe 5 Rules of Food Packaging Design
They say that first impressions count – and never is this truer than when it comes to food packaging design. No matter what food you sell and no matter what your niche, it’s a crowded market. Those vital seconds when a potential customer gazes on your wares is the one and only chance you have to grab their attention.
Enter the essential 5 rules of packaging design…
Rule 1: Know your audience
The demographic of who you wish to sell to should create the basis from which your design will stem. Are you targeting a young, hip crowd? Perhaps parents, vegans, brand-conscious, gluten-free or those looking for the best value for money? It’s not so much about what you’re selling, but more about understanding what drives your audience to engage with your product.
Researching what works in packaging design and what doesn’t is vital knowledge that will drive the end result. What colours hit the spot, what fonts, key messages…? A failure to do adequate research is a costly mistake to make.
Rule 2: Tell your brand story
Everyone loves a great story. This is a well-known marketing ploy that creates customer connection, builds trust and brings authenticity to your products. Determining how you want to narrate your unique brand tale is something you should nail before you even begin the design process.
Rule 3: Know your competition
The food & beverage market is a busy one, making it essential to understand your competitors – both those that are successful and those that aren’t. Knowing this provides a direct insight into what triggers your target market to make a purchase and what doesn’t.
Rule 4: It’s all about the space
One common mistake in food packaging design is to overfill it. Sure, you’ve likely got a few key messages you want to include, but this is where creative wording and art comes into play. A picture or graphic can paint a thousand words, yet only takes up minimal precious space upon a label, box or package. Clever use of colour also comes into play. Perhaps the product itself is a vibrant shade, so could be incorporated within the design.
Rule 5: Get personal
While it’s easy to get caught up in all the data and information you glean about your potential consumers, don’t forget that at the heart of it you’re selling to real people. This is where adding personality, humour and that extra special human touch to your packaging design is what will create that all-important first impression. Something that raises a smile and makes your potential customer pause and pick up your item is the goal of effective packaging design. Get that right and you’re 75% of the way to a sale…
At CrystalPack, the expert design team don’t simply create your packaging, they partner with you through the complete process. From drawing board to finished product, we’re with you every step of the way.
Discover more at https://crystalpack.com.auThe Evolution of Snacking and Packaging Design
Remember three square meals a day? In truth, you probably don’t. Because for most busy working adults, the luxury of a relaxed breakfast or a leisurely lunch is something that the majority can only dream of. The reality is normally closer to grabbing a slice of toast as you head out the door or a take-away latte to enjoy on the run.
This food-on-the-go has become the new norm – and with it, the rise of serial snacking.
No longer viewed as an unhealthy way of gaining nutrition, many people graze throughout the day as opposed to having defined mealtimes. This evolution in the way we eat is driving a distinct change in how such food is packaged.
No Longer a Sin
Many snacks have become viable meal replacement option. This shift in eating habits means retailers have altered the placements of such items, with the best-sellers taking prominent shelf-space – in many cases, entire aisles are devoted to the humble art of snacking.
The packaging of such items is also undergoing a metamorphosis, defining features such as high fibre, protein, natural ingredients and calorie count. A noticeable element is the use of bold colours to catch the eye yet embracing simplicity to ensure that the key messages are immediately understood.
Other winners in the retail race include the promotion of planet-friendly nutrition. Plant based, ethically sourced and recyclable packaging are all important to today’s demanding consumer. Snacks are one of the perfect foods to push this theme, so these aspects are important to consider when designing or redesigning snack packaging.
Adult Only Snacks: The rise of indulgent snacking
Another take on snacks that are grabbing good market share is snacks with a distinctly adult theme. From booze inspired to exotic ingredients, indulgence is the name of the game. Examples include crisps that pair stilton and port or herby-spicy veggie snacks that burst with taste and personality. Combining such flavours with high end, luxury packaging directly appeals to the refined consumer.
The Rise of the Independents
Shoppers are a fickle bunch. While they might enjoy their favourite brands, the introduction of artisan offerings continues to shake up the market. This is even more true when it comes to the world of snacking.
As we become more comfortable with replacing our eating habits with grazing, so the consumer embraces the concept of choice. Eye catching packaging is a must-have, with designers using bold colours and a defined message to draw the eye. The best ooze personality and deliver a clear message that makes them easy to recognise.
The big brands often struggle to keep up, with many jumping on the ‘original’ bandwagon to lure customers back. But they’re competing with many fresh faced smaller brands and now, perhaps more than at any other time in history, consumers are aware of the impact of their buying choices. Artisan is big business, with many buyers actively seeking out such brands. Many also choose to buy those that are locally produced, therefore reducing their personal carbon footprint.
Snack Packaging is Crucial to Success
The key to snack packaging is to define your key messages – nutrition, luxury, brand story etc – and create your design around this. Snacks are one of the fastest growing sectors across all areas of the food and beverage market. Small brands are disrupting the traditional status quo and a transformation is taking place.
The packaging of snacks can’t be considered an afterthought. The competition is fierce, and the presentation can make or break a brand. It’s no longer enough to have a great product – if it doesn’t stand out on the shelf then no one will ever know how great it tastes. The importance of how your snacks are packaged needs to have equal status to the product it contains.
For smaller and independent producers in particular, this means working with a professional design team to ensure that your wonderful snack product or line is dressed up in the most beneficial manner possible.Colour Management for the Perfect Match – Every Single Time
When it comes to printed colours for packaging and paper goods, it’s essential to colour match for continuity. This is a strategic element of colour management that should extend throughout the complete brand range of a company’s printed matter.
When selecting a provider for printed matter, it’s important to understand how the company will guarantee the colour certification that eliminates any risk of a mismatch between batches.
The Background of Colour Certification
While it might sound simple to ensure that colours don’t differ between products and batch runs, it’s important to understand that this is a skill that takes time and training to achieve. The introduction of digital tech has brought a multitude of advantages to the print industry, but with this has come the requirement to learn how to best utilise the technology.
Colour matches are defined at the proofing stage. It’s here that a colour management certified professional will define colours, balance, tone, depth, greyscale and more. Even the smallest margin of error at this stage will result in a failure to reproduce a tone true to requirements. Quality print standards don’t come about by accident – they happen through careful calibration and confirmation of ISO standards, formulas and industry regulations that are recognised at both a local and global scale.
The skill of a colour certification professional brings a wide range of advantages:
- True definition of colour standards
- Colour management, process calibration, press optimisation and proofing
- Accurate ink pre-setting that results in less wastage and resulting in better value for money
- Shortens production times
- Delivering true colour samples right from proofing
- Improves the reliability for repeat production – again, equalling value for money
The best providers offer colour consultancy and management services. Together, these not only ensure the continuity of colour and shade throughout your complete printed inventory but shortens lead times and reduces outlay.
Why is Continuity so Important?
While it might not, at first, seem to be a massive issue if one batch of a company’s printed matter differs slightly from another, consider the following:
- The visual effect on a shop display shelf when one batch clashes with another.
- The aesthetic appearance when a customer purchases two items from your product range. A failure to colour match the packaging sends a direct message that perhaps your company doesn’t pay attention to other quality control details as well.
- If your printed matter provider fails to offer an exact colour matching service, can they be relied upon to give the best service in other areas?
- Even if you currently market a single product, it’s likely that you aspire to expand. As this happens, colour continuity is essential to nurture your burgeoning professional image.
These are just a selection of reasons why it pays to select the best print supplier who offers highly trained technicians who can meet or exceed your expectations.
At Crystal Pack our passion for colour certification matches our dedication to customer service. From the drawing board to delivery, customers benefit from our perfectionist attitude – and, of course, this translates into our expertise in guaranteed colour certification.
Discover more at www.crystalpack.com.auQR Codes on Packaging: the smart way forward
QR codes are everywhere. From scanning into venues to gathering information about a product, this smart technology is being embraced by every industry. And let’s not forget that the highly beneficial use of QR codes extends to those on product packaging.
The following discusses the many ways that QR tech can be used on packaging to enhance the customer experience and, ultimately, increase sales.
- QR codes to provide information: Let’s face it, every word fights for its position on printed packaging. But that’s certainly not the case with a QR code, where you can cram in as much (or as little) info as you like. Perhaps you want to highlight your company’s responsible sourcing? How about the lifecycle of your organic produce? Whatever it is, your QR footprint has none of the constraints of the printed word, meaning you can go large when it comes to customer benefit and information.
- A (moving) picture speaks a thousand words: QR codes can link to a video that explains whatever you require. Instruction manuals, footage of the product in use, video reviews… The world’s your oyster when it comes to video-created customer engagement.
- Nothing incentivises like a freebie: Want to gift your customers some value-adding extras? Discount codes, music, movies etc are simple ways to take advantage of QR code technology on packaging.
- Track consumer and supplier engagement: Trackable QR codes allow you to understand who’s interested in your product and which retailers are selling the most.
The best thing about using QR codes on packaging is that it’s completely free. There certainly aren’t many advertising mediums that can claim that – if any – making it an almost obligatory addition to any packaging medium.
5 Tricks to Make QR Codes on Packaging as Successful as Possible
Sure, you can just insert a regular QR code anywhere on your packaging for a minimal cost. However, as you undoubtedly know, successfully creating consumer engagement is an ever evolving and complex subject.
The following are top tips to help ensure people actively connect with your QR code incentives.
- Location, location, location: A QR code on packaging should be one of the first things your customer notices, making its placement something that warrants serious consideration. You should also ensure that it’s in a crumple-free zone, as any damage to the integrity of the code will make it impossible to scan.
- Colour is key: Black and white QR codes certainly have their place. However, some designs call for splashes of colour to draw the eye and attract people to pull out their phone and scan the code to see what excitement awaits.
- Add a call to action: Every QR code should feature a CTA. Are you offering a free gift? Perhaps you want them to rate your product. Whatever it is, a short, punchy CTA is a must.
- Big – but not too big: A QR should be immediately visible without taking over. Too small and it risks going unnoticed. As a rule of thumb, 2cm x 2cm would be the minimum size for it to be effective.
- Steer clear of reflective packaging materials: Reflectivity will reduce the ability of a phone to scan a QR code. For most people, if a code fails to scan the first time, then they’ll lose interest. So, pick your packaging finish with care.
As WA’s leading supplier of folding cardboard packaging, Crystal Pack’s design team offer the ultimate service in graphic design, including QR code placement, and use. We’re highly experienced in the use of QR capability, offering the best advice in how to take full advantage of this excellent piece of smart technology.
Consideration of the QR code is virtually a given in today’s tech-savvy society. Millennials and Gen Z, in particular, rely on their phones to get as much info as possible about their purchases. So, if this is your target market, adding a QR code to your product packaging is an essential element of a marketing plan.
Find out more at www.crystalpack.com.au and get in touch today to discuss your folding cardboard packaging needs.5 Tips to Create Successful Boxed Packaging for Beauty Brands
Companies pour extensive efforts into the creation of beauty and personal care products. How to protect and present them also deserves equal effort. When you consider that packaging is the first thing that a customer sees and holds both before and after purchase, it becomes obvious that it isn’t simply a vehicle in which the product is held and transported.
The following discusses the 5 essential elements to consider when designing the best boxed packaging for beauty brands.
What type of packaging is needed?
Beauty products come in all guises – liquid, solid, gels, creams and more. The packaging needs to ensure the integrity of the product, it’s safe during transit and that it’s aesthetically pleasing to the consumer. Some beauty products need to be housed in a glass or plastic alternative. However, many brands embrace the use of cardboard, either as primary or secondary packaging. The reasons for this are multiple: it’s robust, cost-effective, easily branded, recyclable, eco-friendly and durable.
What do you want your packaging to say?
The beauty industry is all about being pleasing to the eye. So it makes sense that the packaging of such a product should mirror this. From the shape to the colour, artwork, logos and wording, these crucial design areas play a major part in customer attraction.
Do you want to upscale the unpacking process?
Unwrapping a product shouldn’t be a chore. We’ve all fought over items enclosed in near impenetrable packaging – and it certainly doesn’t enhance the customer experience. The field of beauty products is all about pampering yourself. Even at the budget end of the market, the unwrapping process should add to the pleasure, not hinder it. Nothing beats the almost imperceptible hiss of air as you slide a lid from a cardboard box or fold back a simplistic card packaging design to reveal the treasure within. You only need to look at the understated luxury of Apple and their hugely successful (and often imitated) packaging to realise how important presentation is.
What about a message to consumers?
Packaging is the first interaction between your customer and the product they purchase. This elevates the humble cardboard box into a powerful advertising medium. It’s the one and only chance to communicate an initial message about your brand before the purchaser delves into the product itself. Do you want to promote your company’s commitment to sustainability? Perhaps you want to transmit the sense of luxury or the message of skin protection against the elements. Whatever your brand ethos, the packaging of a product plays a major role in audience communication.
Your product will, undoubtedly, need to be transported. Not only must the packaging protect the contents, but it should also easily stack to take up as little room as possible. Space in a transport container costs money, so take care that your chosen packaging is as economical in size as it is practical. You should also consider whether external or tertiary packaging (ie: holds multiple pieces of packaged products or might be used as part of a shelf display) needs to continue the branding theme. If it’s solely used for transportation purposes and not seen by consumers then this might not be necessary. However, if it’s going on public display then the brand message should be continued here as well.
The Packaging of beauty products should never be an afterthought. Taking advantage of this unique customer communication portal plays a pivotal part in successful marketing. Packaging design can make or break a product or brand – many a great item has been let down by poor or inconsistent packaging.
Working with a professional design company ensures that product packaging for beauty brands is not only fit for purpose, but also communicates the required message to consumers. Perth-based Crystal Pack is a leading provider of folding cardboard packaging with a talented in-house design team. This makes for a partnership that guarantees a seamless transition from the drawing board to the production of the physical packaging items.
Whether you need packaging designed from scratch, are looking for a complete re-brand or a reliable supplier to ensure quality-assured delivery of already designed packaging, Crystal Pack delivers each and every time.
Visit www.crystalpack.com.au to find out more.Skincare Packaging 101: Bespoke design for ultimate customer appeal
Skincare products compete in a crowded marketplace. After word of mouth recommendation, visual appeal is your greatest weapon to stand out from competitors. The following guide discusses crucial aspects of packaging to consider when it comes to branding and customer draw.
1. Understand your competition
Unless you’re a multi-million dollar business, you’re unlikely to be able to compete with the marketing budgets of the best-known brands. However, you don’t need a bottomless bank account to create skincare packaging that speaks volumes to your target audience.
Define your closest competitors. For example, are you promoting a budget brand, ethical and sustainable products, hitting the youth brigade or perhaps the silver surfers? Research these brands and their product presentation. Understanding this means you can create a brand and skincare packaging portfolio to make your items stand out from the crowd. Get this right and you’ve achieved one of the most important ways to get a potential customer to reach out and take your product off the shelf for a closer look.
An acronym for ‘keep it simple, stupid’, this alludes to the power of simplicity. Human recall is powered by colour in the first instance, followed by shape. Third in the list comes the recognition of a symbol and the humble wording comes in a poor fourth. So be sure not to ignore the colour and shape of your packaging or worry that you’ve got the wording right.
Simple packaging with artistic, eye-catching use of colour for a minimalistic style can create some of the most memorable packaging designs.
3. Make unboxing an event
Today’s consumer adores the anticipation of removing a product from its packaging. Something as simple as the tactile experience of unwrapping tissue paper promotes a simple product purchase to an event to be savoured. In today’s world of influencers and social media, every share you can get of a person unboxing your skincare item endorses your product and promotes it to a wider audience.
4. Use artwork to build personality
Your brand didn’t just happen. It’s the culmination of your vision, hard work and careful cultivation. The use of artwork on packaging that tells that story, whatever this may be, can be a powerful method of speaking to both current and potential customers.
5. Appeal to multiple senses
Visual stimulation is, of course, the foremost consideration. However, stopping there means you miss out on many other means of attracting positive customer behaviour. Packaging that is tactile or even scented can have a huge impact. Consider coating, embossing, laminating or foil stamping to add an extra dimension.
6. Heed your environmental responsibilities
Sustainable packaging is a huge drawcard – in fact, failing to pay attention to environmental efforts is likely to have a detrimental effect on sales. Minimising waste, packaging that can be recycled, re-used, re-purposed or composted are examples of pro-active ways to show customers that your brand is committed to the well-being of the planet.
7. Go for the ‘wow’ factor
Ultra-premium brands should ensure that their packaging choices ooze luxury. Bespoke, high-end boxes and presentation conveys a vital message for those who’re paying top dollar for the ultimate products.
No matter what area of the market your skincare products are targeting, a uniform theme throughout the brand allows consumers to easily identify a product and those that are designed to be used in tandem.
Folding cardboard packaging experts, Crystal Pack, work swith SMEs to design packaging that presents the image and brand message that best suits your products. Don’t leave your packaging choices to chance – partner with a design company that’s as committed to the creation of the ultimate packaging for your skincare products as you are.
Visit www.crystalpack.com.au to begin your bespoke packaging journey.
The Big Debate: Matt or Glossy for packaging?
The art of packaging has many levels. One that’s vital is the choice of a matt or glossy finish. This is created by a process known as lamination – the final element that’s often applied to card packaging to create the desired effect.
While we all know that glossy equals shiny and matt is less so, what does this actually mean when it comes to packaging? Read on to discover everything you need to know about this important finishing touch to perfectly showcase your products.
Matt vs. Glossy: What’s the difference?
Let’s first consider a matt lamination finish. This is the more subtle of the two. It’s less reflective and the colours are a little more muted than the gloss version. However, the difference isn’t only in looks – it also extends to the feeling of the packaging. Matt has a somewhat more velvety, tactile touch than its counterpart. It’s also less reflective, meaning that it’s softer on the eye and, therefore, easier to read.
A glossy finish, on the other hand, is the razzle dazzle version of packaging. The shine is more intense, making colours appear more vivid. If you’re in need of the wow factor that jumps out to the eye of the prospective consumer, then gloss might be the way to go.
In short, a matt finish absorbs the light, whereas a glossy one reflects it. Both have their own advantages and disadvantages.
The Pros and Cons of Each
The choice of finish for a product’s packaging is determined by a variety of needs. These include:
- Where the product will be displayed
- How much the product will be handled
- The impression you want to make on the customer
Let’s consider each of these factors in helping to determine which finish might best work for your products.
You might want a matt finish when…
- You have a high end, luxury product that’s better showcased with muted packaging
- The product will be under direct lighting. Because a matt finish absorbs the light it reduces any garishness and makes wording easier to read
- There’s less likelihood of excessive handling. Matt packaging is a little more susceptible to damage when touched repeatedly
- The brand/product uses a subtle colour range
You might want a glossy finish when….
- You want to create a bright, easily noticed product that stands out on the shelf
- The product lends itself to a shiny coated packaging choice
- It’s likely to be picked up multiple times. A glossy finish better handles this and can be easily wiped clean, if necessary
In some cases, the glossy finish is less expensive than matt. So if you’re looking for the most economical packaging option, this might be the way to go.
The Packaging is as Individual as the Product
There’s no simple way to define which finish best suits a product. A glossy finish might be too loud for a sophisticated product or range. In such a case the feel and look of the packaging is likely to require sophistication and elegance.
However, the pile ‘em high-sell ‘em cheap type product or brand demands such an overt brash look. It’ll likely have to stand out amongst much competition. In this case, vibrancy and brightness is exactly what’s needed to gain the right customer attention.
As you can see, the choice between matt and glossy is not so simple – and we haven’t even touched on where your product going to be displayed?
In store? Online? Both? Do you even have control over its placement in a physical location? A product that’s underneath harsh light might not be suited to a glossy, reflective finish that’ll make it harder to read any wording. What about the colour scheme of the packaging? This will directly impact the choice of a glossy vs. matt finish.
That’s why experimentation is key. It’s only by carrying out a number of colour and finish styles that you’ll be able to pinpoint the right choice for your products and brand.
All of this drives home the importance of working with a packaging design expert when determining how to best showcase your items. Perth-based Crystal Pack provides a second-to-none service that covers every aspect of packaging – from the drawing board through the design stage and the delivery of the finished product.
You pour life and soul into the creation of the ultimate products. This makes it vital that the packaging receives the same care and attention. Find out how Crystal Pack can help bring this to life at www.crystalpack.com.auShould you use a box or a bag for packaging your product?
The correct packaging of a product is vital, yet is all too often not given the consideration it deserves. The debate over how to best present items must look at a variety of aspects. From the materials used to how well it protects the contents, this crucial element is the first thing your customer sees, therefore is wholly responsible for a brand’s first impression.
Whether to use a box, bag or folding carton of any kind will depend on many things. The following are three aspects to fully appraise before deciding on what is the ideal presentation for particular items.
1. Shipping & Display
Whatever you sell, the products will need to be transported to a place of sale and/or to customers. Depending on the fragility, this might demand sturdy boxes or, in the case of unbreakable items, bags that sport a company logo or message.
Whichever is needed, the key to great packaging is that it’s light and compact. This will ensure that maximum amounts can be loaded onto a pallet, therefore lowering the transport cost for each piece.
While both boxes and bags can fit this brief, both have their pros and cons.
While boxes, with their uniform shape, are easy to stack, they may well need additional internal elements to hold the product in place.
Bags, however, can easily be compressed together and take up minimal room – they can even be vacuum packed for even better use of space. Of course, it might still be necessary for these bags to be contained in a larger box for ease of transportation.
You should also consider how the items will be displayed at their destination. Will a bag show the product off in the best light? Or would a box present a better visual display?
2. Presentation & Desirability
Customer perception is crucial to the success of a product or brand. Boxes bring an air of luxury, tempting potential purchasers with the anticipation of the unwrapping experience. While this can, potentially, be replicated with a bagged item, it remains true that we subconsciously associate boxed packaging with higher-end items. For example, the unboxing videos which are so popular with influencers promoting luxury products.
Removing a purchase from a bag or plastic packaging doesn’t have the same experience as the decadent activity of lifting the lid on a carefully crafted box to reveal the contents within.
While we’ve put it at number 3 on the list, this certainly doesn’t mean that this is a less important element. In fact, it’s quite the opposite. Today, the sustainability of product packaging is more vital than ever – both to your customers and to your baseline profits.
Customers are more ecologically-minded than ever before. As millennials slide into an era where they have more disposable income and Gen Z move into the workforce, these environmentally-aware generations will penalise a brand that hasn’t considered this. They do this by voting with their purchasing choices, with many actively seeking out brands that utilise packaging that has the least impact on the planet.
Cardboard boxes and foldable cartons are easily more sustainable than bags. Plastic, foil and other materials that are commonly used with bagged packaging are unlikely to be recyclable or compostable – unless they’re made from wholly natural materials or are biodegradable. Boxes, on the other hand, are easily dropped into recycling bins or, if compostable, tossed onto a compost heap to naturally break down.
Taking all of these into consideration, the role of packaging is to protect, transport and display your products. The choice of box or bag will be directly impacted by your target market, level of luxury and brand message. Either way, how to best package your products is something that should be given your utmost consideration.
Cardboard box and folding carton packaging specialist, Crystal Pack, is a leading supplier of quality sustainable packaging to Perth businesses and the wider Australian market. Their packaging solutions encompass every aspect, from design through to delivery, with a friendly team who work with you to understand your marketing and packaging needs.The Psychology of Packaging
Psychology is the science of mind and behaviour. It encompasses both conscious and subconscious thought and, when applied to packaging, can truly influence customer purchasing choices.
The concept encompasses brand awareness, consumer loyalty and those very important impulse buys, meaning that presentation is a vital element in the success of a product. With that in mind, let’s take a look at the four elements to consider when designing packaging.
The Four Key Stimuli
Marketing psychology is all about the aesthetical choices that cause a positive response in potential customers viewing your product. As, generally, the packaging is the first thing seen, this makes it a key element in any marketing campaign.
Visual stimuli influence human behaviour at a subconscious level. We’re all primed to notice a variety of elements, even if we don’t realise we’re doing so. Regarding packaging design, this can be broken down into four sections:
While the latter isn’t technically a visual stimulus, the other three directly impact a customer’s desire to reach out and hold a product. This is a decisive step in the chain of interaction that ultimately leads to a sale. Therefore, the tactile feel of a product’s packaging is undoubtedly an aspect that demands careful deliberation.
The vital role of colour choices
As humans, we’re hard-wired to take note of certain colours. Red, for instance, signals anger, passion and love. Blue signals calm and stability. Colour is directly linked to the emotional region of the brain. First impressions are made up within 90 seconds and just under 85% of customers consider colour to be a major factor in a purchasing decision.
The colour-emotion link means it’s crucial to incorporate those that create the association you wish to evoke in potential consumers. For example, the soothing tones of blue and its related shades would go well with essential oils or products that are designed to relax. Racy underwear might benefit from seductive red tones as the colour is associated with love and attraction.
Other colour considerations include:
- Branding: Logos and brand identity should be prominent. Other colours on the packaging could be an extension of those used in the branding to assist with easy recognition
- Stand out from the crowd: Do your competitors all use similar colours? If so, stepping away from the norm means your product will stand out, therefore grabbing customer attention
- Use eye-catching colours: Red, green, yellow and pink are often reported as the most noticeable for marketing purposes. While you should take this into account, it’s essential that patterns, logos and colour choice are individual and don’t simply merge into those of your competitors
While colour choices are important, the shape of the packaging is a powerful influencer that should not be under-estimated. Depending on your product, consider the sexy seduction of curves over the appeal of straight lines. Or what about a shape that tells a story behind the product? A great example of this is the female and male torso fragrance bottles of Jean Paul Gaultier perfumes: instantly recognisable and have stood the test of time.
The key takeaway when it comes to shape is that it should stand out from your competitors, yet still be relevant to the product it holds.
What’s your type?
Typography, or font, is super-important and should encompass the key message behind your brand and products. Fun items might benefit from more decorative fonts, whereas hand scripts might be best suited to eco-friendly or sustainable items.
Whatever font you choose, be sure that it’s easy to read and that the words can’t be misinterpreted. Many a marketing mistake has been made with a fancy font being read as something different from what was intended.
Reach out and touch…
The goal of packaging is to get a potential consumer to pick it up. That tactile interaction is half the battle to a sale. Once in their hands, consider what the packaging will feel like when touched. A silky, luxurious touch conveys a message of quality. What about an earthy texture to a product that’s touting its sustainability?
Conversely, if packaging feels cheap or tacky then it instantly communicates that the product it cradles is also of the same quality.
As you can see, packaging is far more than just a medium to protect and display a product. Perth-based cardboard and folding carton packaging experts, Crystal Pack, pride themselves in providing their customers with the ultimate packaging production experience. From the design concept right through to the delivery of the packaging, Crystal Pack’s decades of trade experience ensure the right choice of packaging and the look that will make your brand and products stand out from your competitors.
Sustainability is one of the most important brand aspects for consumers today. This does, of course, extend to company packaging. From customer perception to cost-efficiency, the following looks at the compelling reasons why every company has a moral and economic responsibility to ensure their packaging is created to not only showcase their brand, but also with the health of the planet in mind.
- Consumers demand sustainability: Customers, be they B2B or B2C, have never been more aware of their obligations when it comes to purchasing choices. Multiple surveys, including one by global professional services company, Accenture, and another by market research company, GlobalWebIndex, report that customers (>50% and 42% respectively) are prepared to pay more for products that are packaged in recyclable or reusable packaging.
- Potential customers search out sustainably packaged goods: Those who choose to shop in an eco-conscious manner actively seek out brands that have considered the environment with their delivery of goods. This applies equally to larger, one-off purchases as to day-to-day goods.
- Broadcast your company’s social responsibility with sustainably packaged goods: Small or large, a business communicates many things through packaging. Sustainability is represented in many ways, such as carefully sourced content, recyclable options and optimised design that reduces the amount of packaging needed. An ethical brand message requires packaging that also stands up to scrutiny. As big brand retailers become more environmentally aware, those who wish to sell to these platforms must also ensure their goods represent eco-friendly values.
- Decreasing the company carbon footprint: As well as ensuring the packaging itself is sustainable, so too is optimising it to use less product and make for a more streamlined shipping process. Packaging must be fit for purpose, but gone are the days of over-packing for protection. Instead, utilising technology and creative design to safeguard the goods inside offers the ultimate in the secure transportation of goods.
- Reduce outgoings: Combining sustainability with optimisation has the potential to save considerable money. In conjunction with the above-mentioned ease of shipping, optimised packaging provides less waste, increased manufacturing sustainability and great efficiency. Utilising higher quality, and sustainable, packaging materials might represent a slightly larger outlay. However, the advantage gained with a reduction in weight leads to substantial reductions in shipping costs. Companies, such as IKEA and HP, have used this strategy to reduce the shipping costs of their products to the tune of millions of dollars per year.
WA Businesses Look to CrystalPack for Sustainable Packaging Excellence
Perth-based packaging expert, CrystalPack, has long championed sustainability in the provision of packaging. Not only is all their folding cardboard and carton packaging commercially compostable, but they’re Western Australia’s only zero-carbon printer and have adopted best practices for all environmentally sustainable standards.
Packaging is so much more than a medium in which to transport goods. From attracting consumer interest to brand recognition and practical protection to showcasing a company’s commitment to a sustainable future, the first thing a customer sees is as important as the product itself. From concept to delivery, CrystalPack’s dedicated design and production team offers a bespoke service tailored to your business packaging needs.
Many areas of society have finally taken on board the need for accessibility for all. From mandatory disabled access to public places through to aids that help the visually impaired navigate more easily, life is gradually becoming more inclusive – at least in most developed countries.
But what about packaging? Can the same be applied to not only improve the lives of those with impairments – but for everyone?
To make a considered decision, it’s first necessary to determine the reasons packaging can cause consumer difficulties and the knock-on results from this.
Why Might a Person Struggle with Regular Packaging?
Even those with average or above-average dexterity and eyesight, and without any kind of disability, often experience issues with packaging. I bet you can recall struggling to open a plastic blister pack product that required iron will and a tough pair of scissors to make even the tiniest indentation towards the product inside.
Or how about the instructions on a package being so small that they’re barely legible, even with glasses on? Plus, how many times have you used a knife to access hard to open packaging, only for the contents to spill out?
Now put yourself in the situation of someone with limited motor skills, partially sighted or blind. What if you’re in the later years of life or suffer from a condition that means you have limited sensation in your hands or fingers?
Suddenly the ease of opening packaging (or the lack of it) takes on a whole new meaning.
What are the Repercussions of Hard to Open Packaging?
The following lists the results of research carried out by Arthritis Australia:
- While everyone struggles with packaging, the most impacted are those with arthritis, disabilities, advancing age and children
- 92% (of all consumers) have spilt or damaged a product when trying to open packaging
- 44% struggle with packaging on a daily basis
- 65% have to wait for someone else to open packaging for them
- 89% feel frustrated or furious with the packaging of products
- 1 in 2 of Australians have injured themselves when opening packaging, such as sustaining deep cuts or chipping a tooth
- In the UK, 67,000 people visit an Emergency Department each year due to an accident involving packaging of food or drink
The research also determined that when experiencing hard to open packaging:
- 21% look to buy a competitor’s product
- 56% look for the same product but in a different type of packaging
Sadly, most manufacturers design their packaging to suit people with full sight and dexterity in both hands – because they want to scale and reach the majority. However, this attitude disregards the significant percentage of people who fall outside of this demographic. With over a billion people worldwide (according to World Bank) having some kind of disability, packaging designers should keep this in mind during the design process.
What is Accessible Packaging?
Quite simply, accessible packaging is that which is easy to open and use for all. This includes those with limited functional abilities and sight, meaning all labelling must be easily read.
Accessible packaging boasts inclusive design – in other words, can be used by the majority of people, even if they have a disability. The added effect of making packaging easier for disabled people is that everyone benefits. No more frantic searches for scissors to hack away at seemingly impenetrable packing or calling on someone else to decipher tiny instruction labels.
The following are just some ways in which to do this:
- Designing easy to open mechanisms: Such as those that can be opened with a single hand and without hard to navigate ties or plastic wrapping. Consider the production of packaging that has various ways of opening it, such as shaking or easy access ‘pop open’ entry.
- Make packaging visually clear: Take advantage of highly legible, high-contrast colours that are easily read by those with visual impairment. Use a large typeface for important information, such as the name of the product and any use-by date. Be sure to feature easy to read fonts, such as sans-serif.
- Embrace tactile data: While this is yet to become mainstream, it’s possible to use biodegradable gel to create a tactile expiry date. Mimica Touch is a company offering this novel solution, by which the gel is contained in a little pouch displayed on the packaging. It feels bumpy to touch and is designed to degrade at the same rate as the food within the packaging, thereby allowing those with poor or no vision to use touch to determine if it’s in date. Once the food reaches its expiration date the gel will have also degraded to the point that it’s flat to touch.
- Using symbols: Similar to the above, tactile markings on packaging can be used to signal what the product is. This has been showcased on the haircare range of Herbal Essences. They differentiate between the shampoo and conditioner by featuring stripes on the shampoo bottles and circles on the conditioner. Not only does this simple fact assist the visually impaired, but everyone who’s ever got shampoo in their eyes while washing their hair and is looking for the conditioner bottle.
These are but a few ideas that show the advantages of accessible packaging. Arthritis Australia has, in conjunction with Dr. Brad Frain, determined the Accessible Packaging Guidelines to help companies come up with innovative designs.
The creation of accessible packaging is best approached in conjunction with an expert source, such as leading Australian provider of card and folding carton packaging, CrystalPack. Known for its sustainability and ethical production, this Perth-based supplier works with customers to create the ultimate packaging options for their brand and products.
Find out more at www.crystalpack.com.auPackaging Design Terminology Explained
Every industry has its jargon, and packaging design is no different. The following is a simple guide to some of the most-used terms, acronyms and terminology to help you understand them.
This is the packaging that holds the product and is what your customer unwraps to reveal the product inside. Examples include the carton that holds OJ or a cardboard box that cradles a precious piece of jewellery.
This is the medium by which groups of products are packaged together for transportation and/or distribution. These can be made from different materials depending on the amount of protection the products need. Cardboard is one of the most common. Secondary packaging is typically branded in the same way as primary packaging to easily identify the contents.
You may also hear packaging described in further terms as follows:
- Outer packaging: The first thing that the consumer sees, such as the box, bag or carton that protects the product from the elements.
- Inner packaging: Holds the item safely within the box or bag, such as tissue paper or packaging peanuts.
- Product packaging: The same as primary packaging, so the bottle that contains the milk or the wrapper on a chocolate bar.
This is the presentation container that a retailer can put straight onto the shelf to display the products. It’s often abbreviated to SRP. Commonly used for items like sweets, toothpaste, milk cartons etc. Once again, this is usually branded for easy identification.
When products are grouped together on a shelf, they provide a visual display. This is described as shelf appeal. It’s a really important consideration as this look can either make a product stand out among competitors or fade into obscurity, depending on the packaging design.
The material on which the packaging design is printed, such as cardboard.
The term used to describe the 3D form of the packaging.
There are also many commonly used terms when it comes to the actual printing of packaging design.
- Barcodes: Groups of lines that can be scanned and give information about the product (price, name etc). There are different types of barcodes, the most common of these are EAN (European Article Number) and UPC (Universal Product Code).
- Bleeding edge: If a design goes right to the edge of the packaging a little extra room is left in case the ink bleeds outside its line. This is referred to as the bleed or bleeding edge.
- CMYK: The four colours used in printing – cyan, magenta, yellow and black.
- Dieline: The two-dimensional layout of your packaging design that shows where to print and fold to create the correct layout of the 3D product.
- Digital printing: The transference of images and letters onto the packaging surface using laser or inkjet printers.
- Offset printing: A different method of printing the design onto the packaging. It utilises a computer to plate system to create the images. It’s often used for high volume packaging as it’s more cost-effective than digital printing.
- Embossing: Raised artwork on paper or card. There are different types, such as blind embossing and foil embossing.
- PMS: Stands for Pantone Matching System and is a catalogue of standard printing colours – much like CMYK but contains more shades.
- RGB: The three primary colours (red, green and blue) that are mixed to make all other colours. Sometimes referred to as hex codes, they can be converted into PMS or CMYK codes for printing.
Packaging design is best approached with the assistance of a professional design company. The importance of presentation can’t be overstated. In today’s competitive market it can make the difference between a product succeeding or failing, as poor packaging will fail to tempt consumers and build a quality brand.
Perth-based CrystalPack is a leading Australian company that specialises in this field. Their expert in-house design team will work with you to fully understand your product, brand and target market, offering a professional service from concept to delivery.
Discover more at www.crystalpack.com.auRevive Your Packaging Design
Revive Your Packaging Design To Increase Product Sales
How a product is packaged has a direct influence on consumer purchasing decisions. The presentation provides a unique opportunity to speak to your customers, and this communication occurs every time someone pauses to take a look at one of your products.
The key element is creating a connection that makes the customer take notice. Once this is established, other factors come into play. These include the brand message and additional marketing features.
Does Your Packaging Consider Sales and Marketing as well as Functionality?
The biggest mistake of many packaging designs is that they only encompass the latter. Of course, it needs to be of the right size, shape and form to best protect what’s held within, but equally important is the sales and marketing aspect. In a crowded marketplace, the design of the packaging is what makes a potential customer remove it from a shelf for further inspection or to click to read more when shopping online.
Interestingly, it appears that the COVID pandemic has made this even more relevant. In a 2020 survey carried out into food packaging and consumer behaviours, 47% of shoppers stated that in the last three months they’d purchased brands they were unfamiliar with, simply because of the packaging. 88% of these said they intended to make further purchases of the same brand in the future. While this research was in response to food packaging, the ethos remains the same, whatever it is you sell.
When Did you Last Review your Product Packaging?
Packaging speaks to your target market. However, it’s important to remember that this demographic is ever-evolving. Millennials are now likely to have families of their own, Gen Z is coming of age and increasingly making their own purchasing choices. At the other end of the scale, the Baby Boomers and Generation X will be tempted by different products than they were previously, as they enter middle or later age.
When reviewing or creating packaging design, the following should be taken into consideration:
- Adequate protection: An essential element, but you might want to think a little outside the box. Sustainability is an increasingly important factor for purchasers. While certain products have to be packaged according to industry standards, there’s nothing to stop you from being creative and adding a USP that makes the consumer confident that you’re considering the planet with packaging choices.
- Speak to your audience: In-depth research will help you understand what motivates your target market to buy. Brand messages, colour selection, font and the unpacking experience are all important factors. Remember that, in a tech-savvy world, many people post images of beautifully packaged products online – every time this happens it’s a direct marketing boost. Does your packaging need to be discarded after use? Examples of innovative dual-usage include cereal boxes with cut-out figures for kids to play with or folding cardboard packaging that can be turned into a clothes hanger.
- Build brand personality: Packaging must mirror your brand. A luxury product would require more extravagance than one that’s all about value. Tech gear needs a different presentation to that aimed at kids and busy mums, for example. No matter how many different products you sell, ensuring that your brand message and image is duplicated across the range will help with easy identification of your products. It also helps build subliminal recognition, a crucial aspect of any marketing campaign.
- Your budget: This will, of course, influence any brand restyle. Working with an experienced packaging design company is usually the most cost-effective way to do this. A professional service will handle every aspect, from design and function through to delivering the finished article. You’ll also benefit from their experience and suggestions to best turn your ideas into reality.
No cardboard and folding carton package design service manage this better than Perth-based CrystalPack. Not only do their in-house team have intimate industry knowledge, but they’re also committed to sustainability and the delivery of impeccable customer service.
Contact us for a no-obligation chat.Custom Holiday Packaging
Get Ready for Christmas with Custom Holiday Packaging
The holidays are fast approaching, and every business should be embracing this annual marketing opportunity. This is easily done through the use of bespoke Christmas or seasonal packaging. The current landscape has brought unique challenges and we’re all feeling our way forward in a post-pandemic world. For retailers, injecting some cheer into everyday life with holiday packaging is more crucial than ever.
The following are five key reasons why bespoke festive packaging enhances the customer experience.
#1: Ride the holiday vibe: Season-specific packaging isn’t only about celebrating the time of year; it’s also about creating a much-needed buzz. In 2019 it was forecast that Australians would spend over $52.7 billion across retail stores during the Christmas trading period. This year, with many people concerned about visiting crowded stores due to COVID, online Christmas sales are predicted to be even more important . Adding a festive theme to your packaging – whether it’s bought at a physical location or online – is a wonderful way to get customers, both current and potential, into the Christmas purchasing spirit.
#2: Present your product as if it’s a gift: Let’s face it, we all love opening presents. Consider using holiday packaging that provides your customers with the luxury of unwrapping a gift. We’re hard-wired to enjoy the anticipation of such an act, meaning an enjoyable experience is likely to get positive feedback from consumers and recommendations to friends.
#3: The Insta advantage: It’s not only influencers who love social media – it’s something millions of people engage with every day. Christmas (or holiday) packaging is far more likely to be shared on Instagram, Facebook or Twitter, especially if you combine it with a bespoke social media hashtag campaign to ensure the widest exposure.
#4: Create an annual reminder: Beautiful packaging is far less likely to end up in the rubbish than boring, generic boxes and cartons. Many people reuse such items, perhaps to store decorations or keepsakes for the following year. What this means for your company is a front-facing annual reminder that your business exists every time they unpack the holiday paraphernalia. In short, this is long-term, free advertising each year when it’s brought out of storage.
#5: It’s not only Christmas: Don’t forget that not all your customers celebrate Christmas. Depending on the customer demographic, you might want to consider a more generic packaging that still encompasses the joy of the season, yet is inclusive to all. Another consideration is not to include dates, meaning that unused packaging could be recycled for the following year.
Use An Experienced Package Producer to Design Your Holiday Packaging
Getting holiday packaging right for a company’s needs requires strategic planning. No-one is better equipped to create your bespoke festive solution than Perth-based CrystalPack – the regional leaders in custom-printed folding cardboard packaging.
CrystalPack provides a service that exceeds expectations, working to understand not only your packaging needs but a design that speaks to the very heart of your target market. With a creative team that understands the potency of holiday packaging, your company can both embrace the spirit of the season and gain the many sales advantages that come with it.
Contact us to book a no-obligation consultation today.Consider Packaging a Branding Priority
You’ve spent countless hours honing your product – creating, tweaking, listening to consumer feedback. The list is endless. You’ve probably devoted significant time considering the brand message, a logo and an in-depth study (not to mention money) of your target market and customer demographics.
So now it’s time to think about the packaging. Right?
Actually, wrong. Well, let’s clarify… Rather than being an afterthought, it should be considered as important as the product itself. Presentation is what sells your goods and must be considered a vital element of your brand identity.
Why is Packaging so Important?
Because, quite simply, humans are fickle beings. We’re drawn to objects that catch our attention. In other words, we like things that look good. It’s the reason we buy fashionable clothes, spend money on beautiful cars, spend countless hard-earned dollars on products to make us look good and undergo treatments that profess to hold back the years.
It’s this penchant for the aesthetically pleasing that makes it crucial to pay strategic attention to your packaging at the earliest opportunity.
OK, so there are other, more practical, reasons as well, including a design that’s fit for purpose, is affordable and eco-friendly. If you’ve yet to consider the latter, and you want to sell to millennials and Gen Z, then you need to address sustainability – and fast.
How to Begin the Packaging Design Journey
Unless you’re fortunate enough to have an in-house design team, then it’s time to spend some of your hard-won marketing dollars on a professional service. When it comes to packaging, a team that works with you from the drawing board to package production is the easiest and most cost-effective option.
Packaging design is something of an art form. Successful creation involves many aspects: functionality, shape, materials used, how it looks and, of course, the most basic of its needs – its suitability to present the product it contains.
The Importance of Authenticity and Simplicity
A huge amount of research money has been spent understanding the science of packaging design. The key message is that simplicity sells. Clear labelling and easy to access information will win over hyperbole and flashiness every time.
Just as important is authenticity. Customers need to be able to trust that what they see on the packaging mirrors the product it holds. Logos and colour scheme is also vital. Consumers want to be able to instantly recognise the brand they’re looking for, making it a crucial element of packaging design.
Branding and Packaging are Inextricably Linked
While they are, essentially, two separate aspects, the link between them is so close that one shouldn’t be considered without the other. Developing a brand begins with determining your target market and company ethos. From there, a strategy can be determined that speaks to your consumers. The packaging isn’t just an extension of this, it’s an integral part.
CrystalPack is Perth’s leading provider of folding carton, cardboard and custom printed packaging. Their highly talented team are experts in the science of packaging design, working with you to understand your company, products and customers.
If you require a packaging revamp or are in the process of a completely new strategy, then call on 08 9368 8555 today or visit www.crystalpack.com.au to arrange a no-obligation, confidential chat.Product Packaging Design: It’s all in the planning
Packaging is a crucial element of your product. Far from simply being a medium to protect the contents, it’s better thought of as a display cabinet and communication tool, no matter what it holds within. How a product is presented to potential customers directly impacts their decision of whether or not to make a purchase.
Once you realise the crucial role of the humble packaging, you begin to understand how vital it is to get the design spot on.
6 Steps to Designing Product Packaging
We can’t overstress the importance of using a highly experienced packaging design service. Such professionals work with you to determine the right solution that protects the product, speaks to the customer and portrays your brand message.
Step 1: Evaluating essential needs
The following questions form the first stage of any good packaging design process:
- What are you selling? Are you selling a single product or a range? Does the product/s require robust protection? What about the size and shape of the items?
- Who’s your target market? Your customer demographic will influence the look of your packaging, which should be carefully designed to speak to your customers.
- Where is it offered for sale? For example, via a large store/supermarket, in a boutique or online?
The answers will provide the baseline of packaging needs from which the design can be created.
Step 2: Analysing brand requirements
One mistake that’s often made at the beginning of a design journey is not thinking about scalability. While you might only be packaging a single product right now, it’s important that any design could encompass a wider range. This means considering aspects such as a logo, font, colours and more. Ensuring this is put in place at an early stage will prevent costly alterations at a later date.
Step 3: Consider layers
Packaging varies in complexity depending on the product. There are three possible layers, but not all merchandise will require them all.
The outer layer is the customer-facing element, such as a box or cardboard sleeve. The inner layer is what keeps the product secure. This might be an insert, some foam packing peanuts or tissue paper, for example. The final layer is that which touches the product itself, such as the jar that cradles the moisturising cream, the bottle that holds the wine or the wrapper around the chocolate bar.
Each layer plays a vital role, not only in protecting and presenting the product but in communicating the message that you want to portray to your customers.
Step 4: Choose the packaging type
Do you need a box or a carton? An outer sleeve or an inner glass jar? Liquids and gels will need to be held in a particular type of vessel, but consider whether you want to be the same as everyone else. It’s also really important to think about sustainability. Compostable packaging is the gold standard, but other options include those that can be recycled or will degrade naturally over time.
Of course, your packaging budget will play a major part. If you only have a few cents per piece then you need to get creative so your products stand out from the competition. In general, the more expensive the product, the higher the requirement for luxury packaging.
Step 5: Create the design
From colours to fonts, logos to images, many aspects might need to be included on the packaging. However, the strongest message at this point should be that less is more. The human brain doesn’t compute well with information overload – clear, concise and striking will always win over busy, fussy presentation.
You know your product inside out. But your customers? When they see your product displayed in its packaging you have a single moment to make them pause and consider a purchase. That’s why you need to determine the single most outstanding aspect of your product around which the rest of the design should be focused.
Step 6: Evaluate
Once you’ve nailed the design, you need honest evaluation. This shouldn’t just be from you or the design team, as you’re all very close to the product. Getting impartial feedback is of huge value and they should be asked to consider the following:
- Is it immediately clear what the product is?
- Is it obvious who would use the product?
- What is the key message that the packaging is trying to present?
- Does the packaging accurately represent the product it holds?
- Will it stand out on a shelf of competing items? What about if the packaging is packed next to each other or on top? Does this cause an unintentional pattern?
This last step is very important as once you’ve committed to a design then it can be prohibitively expensive to get it changed. Far better to carry out any alterations at this point, rather than when multiple examples have already been produced.
CrystalPack is a leading designer and producer of top quality box and folding carton packaging based in Perth, WA. Their in-house design team works with your company to become as familiar with your brand and products as you are and offers a bespoke service that includes everything from design to delivery of the completed packaging.
Visit www.crystalpack.com.au to find out more.
5 Crucial Reasons Why Your Food Brand Needs Great Packaging
Beauty is only skin deep, so the saying goes. However, in the case of food packaging, what’s on the outside is just as important as the goodies held within. Whatever niche your product falls into, it’s undoubtedly a crowded market. This means that if your product’s packaging isn’t quite up to scratch, it risks being overshadowed by its more glamourous neighbours.
However, this is only one reason why every food brand needs outstanding packaging. The following discusses food packaging design and the multi-faceted role it plays in sales success.
- Good branding equals recognition: The most obvious reason is that branded packaging allows consumers to easily recognise your product. Branding plays an integral role in marketing, and the trick is to create a design that stands out in a sea of similar products. The use of prime colours, strategic fonts, shapes, etc – all of these help influence whether your product is chosen in preference to a competitor.
- Packaging tells your brand story: Every product has a story to tell. In other words, a product needs to communicate its USP (unique selling point) in a succinct and appealing manner. The term, ‘show, don’t tell’, is key. Very often, an image paints a thousand words, so consider whether a message could be better communicated in picture format. Your product only has a split second for the packaging to influence a purchase, which is why design is such a vital element in the marketing of a food product.
- Great packaging design creates emotion: In a similar vein, packaging can create an emotional connection with your customers. Hit that sweet spot and such attachment is a powerful tool that positively drives sales.
- Quality packaging considers the environment: The purchasing decisions of today’s environmentally-aware consumers are at least partially driven by sustainable aspects of the packaging. Huge swathes of plastic are a turn-off, as is packaging that isn’t obviously bio-degradable or, ideally, compostable.
- Branded packaging lowers future marketing expenses: A combination of all the above is what drives customers to return to your brand again and again. It’s the reason big-name brands have such massive marketing budgets, often spending hundreds of thousands of dollars on expensive re-branding to ensure sales are being forcefully driven by this truly powerful medium.
Getting Food Packaging Right: The 1 – 2 – 3 of design
The design of top quality food packaging is a true art form. No matter how small or large a brand, no retailer can afford to ignore the importance of getting it right. Partnering with an expert source to create the design – from shape and font through to colour and the emotional message – can be the difference between failure and success. Getting food packaging right the first time is crucial. Utilising a professional design service is money well-spent, both in terms of immediate and future sales.
Leading Perth-based folding carton packaging expert, Crystal Pack, provides a bespoke service that works with your brand to determine the exact message necessary to speak to your target market. From concept to product, their years of custom printed packaging experience aligns with your brand, leading to the solution that gets your brand noticed.
Discover more at www.crystalpack.com.au and get in contact today for a no-obligation appointment.
Why You Should Be Using Compostable Packaging
Compostable… Biodegradable… Recyclable… They’re all forms of sustainable packaging, so why all the fuss about compostable packaging? After all, as long as your company can show that it’s doing the right thing by sustainability, surely which type you use doesn’t really matter?
Well, think again… Because your customers (and, very importantly, your potential customers) are well aware of the difference. And if they’re not, the growing awareness around the impact the different types of sustainable packaging have on our planet means that they soon will be.
That’s why you, as a company, should be looking at future-proofing your sustainable packaging now, and gaining much kudos for your trailblazing efforts in doing so.
Compostable vs Biodegradable vs Recyclable: Deciphering the Sustainability Maze
Let’s get the complicated bit out of the way from the outset. In the most basic terms, and when applied to packaging, the three different terms mean the following:
- Recyclable: The material can be converted into another form to be used for a different purpose
- Biodegradable: The material can be decomposed by bacteria or other living organisms. There is no specified timespan in which this needs to happen (usually 180 days or more). It may yield toxins as it does so
- Compostable: The material is made of organic matter that breaks down to wholly non-toxic elements that can be safely be used as compost. It does this within a specified timespan ((this varies from country to country, but in Australia this is 90 days)
Compostable packaging breaks down into water, carbon dioxide and biomass, simply by being placed into ambient composting conditions. In other words, your customers can throw it on their compost heap, and it’ll rot down to mulch along with the rest of the vegetation.
5 Reasons You Should Switch to Compostable Packaging Now
- Your company has a social responsibility towards sustainability: Every business needs to ensure it takes strategic steps to reduce the impact it has on the planet. Government regulations aside, switching to compostable packaging is one of the easiest (and cost-effective) ways to make a definitive change to how green your operation is.
- Many customers actively seek green packaging: The world is changing and so are your customers. Purchasing choices are often swayed by the simplest of aspects, such as the sustainability of the packaging used.
- It’s a great marketing tool: Emblazon your packaging with the eco-friendly message, along with other key USPs to tempt your buyers.
- People love waste that doesn’t go to landfill: The ability to toss packaging onto the compost heap, rather than filling up waste bins or recycling bins, is still a novelty – and something that might just be a talking point (AKA increasing the reach of your marketing)
- Millennials and, increasingly, Gen Z, are the buyers of now and the future: And these are the guys and gals who are most aware that their buying choices impact the world in which we live. Changing to compostable packaging now (while your competitors are languishing in your wake) is a positive move in the present and adds longevity (and therefore cost savings) to your packaging choices.
Quite simply, compostable is the packaging of the future. And the sooner you embrace the revolution, the better for everyone: for you, your company, your buyers, your kids, and the planet we call home…
Ready to Make the Change? Contact Crystal Pack Now…
Leading supplier of cardboard and folding carton packaging, CrystalPack, has taken the aspect of sustainability one step further. Not only is all their packaging fully compostable, they’re also WA’s only zero-carbon printer. And any unavoidable carbon emissions are offset with the purchase of carbon credits.
Combine this with years of experience in custom printed packaging, a talented in-house design team and customer service that’s second to none, and you know your packaging needs are in the safest of hands.
Contact us to find out more or call on 08 9368 8555 for a no-obligation chat.
Why Every Retail Brand Needs Great Product Packaging Design
Packaging. It’s probably not the first thing on your mind when you’re developing your sales strategy – but it certainly shouldn’t be your last. Indeed, the way you present your product should hold equal weight to that of the product itself.
Not quite sure if you believe us? The read on, as we lift the lid on the power of the packaging, and the crucial sales advantages that are missed if you fail to give the humble box or packing carton the respect it deserves…
3 Steps to Successful Product Packaging
OK, so let’s get straight to the crux of the matter. Packaging is hot! And we mean really, really hot…
Consider a famous brand – let’s say Apple. When you purchase any of their products the experience isn’t solely about the item itself. The anticipation that’s achieved, thanks to that instantly recognisable, oh-so-touchable presentation box, is unmistakable. Unboxing a new iPhone or iPad isn’t just to get your hands on the goodies within, it’s part of the whole purchasing experience.
Now, you might not be ready to take on the Jobs and Bezos of this world quite yet, but that doesn’t mean that your merchandise presentation doesn’t need serious consideration.
Consider the following:
- Your product packaging is a marketing opportunity that every single purchaser engages with.
- In the social media-frenzied society in which we live, people share everything. Every Insta, Facebook and Pinterest share is yet another marketing prospect.
- Packaging provides you with a direct contingency to further a brand following. With careful colour, logo and messaging information you can communicate with customers on a conscious and subconscious level – something that adds massive value to your marketing efforts.
- Your packaging choice also allows you to emphasize a message – be it one of luxury, practicality, eco-aware, budget-friendly or whatever it is that talks directly to your target market.
Once we realise the potential power of great packaging design, it’s time to delve into the nitty-gritty of creating the right bespoke solution.
- Packing essential #1: Know your brand: Maybe you’ve already developed a brand identity, in which case your logo and colour palette has already been determined. If not, then this element warrants serious deliberation. The last thing you need is to invest a significant proportion of your marketing budget on printed packaging, only to realise a few months down the line that it’s not quite right.
- Packing essential #2: Know your customer: What does your customer expect? Are they buying into the luxury of your merchandise? Then the packaging should represent this. If you’re touting the sustainability aspect, then it goes without saying that your packaging shouldn’t just be biodegradable, it should hit the upper echelon of planet-friendly and be compostable.
- Packing essential #3: The practicalities: Your packaging does, of course, need to be durable. The fragility of your product will determine how sturdy the box, carton or sleeve needs to be. As many sales are now online, shipping costs should be considered. Keeping packaging light ensures these remain as low as possible. And do consider scalability. Including a hand written message or having an element that isn’t automated might be great when you’re selling 20 or 30 products a week. But it pays to think big! What about when the orders reach 100, , 500, 1,000, or tens of thousands per week? It’s essential to consider what will work in the future, as well as today.
Partner with a Reliable, Professional and Experienced Provider
It pays to team up with an experienced packaging provider who can work with you to determine the right design and construction of your packaging. Perth-based CrystalPack is the strategic partner of choice for those who demand the ultimate in custom-printed folding cardboard packaging.
With years of experience, CrystalPack’s motivated, professional, multi-faceted team are with you from the design stage right through production to create the bespoke packaging solution that suits your brand and merchandise.
Visit www.crystalpack.com.au to find out more or call on 08 9368 8555 for a no-obligation chat.
How To Choose The Right Food Packaging
The choice of packaging for consumable items isn’t solely about protection of the item. While this is, indeed, a crucial element of the selection process, there are many other variables that need to be considered.
The following guide discusses the individual aspects that influence the ultimate option in which to package food items.
Food Packaging 101: The key points
Choosing the right food packaging can be separated into two distinct elements: the reasons behind what influences your selection – in other words, why it’s so important – and the physical attributes.
Let’s first look at why your choices are so important.
- Stand out from the crowd: Let’s be honest, it’s a packed market out there. Consumers have more choice today than at any point in the past, and a poor packaging option can relegate your product to a point where it’s simply overlooked in favour of other, more attractive, options.
- It’s a marketing tool: Every product should be packaged with brand recognition firmly in mind. Logos, company messages, shape and, of course, the ultra-hot topic of sustainability, all need to be addressed. Packaging is the most visible element that speaks directly to your target market, making it vital to manipulate this to your full advantage.
- The psychology of purchasing: There are many elements that influence buyer habits. Colours, logos, fonts… These are only a sample of what needs to be considered to demonstrate the ethos behind your product and it’s key message.
- Protection: Of course, packaging needs to reflect the protective needs of individual products. This will need to address the fragility of the product, chemical reactions, light, dust and any other aspect that might affect the quality, taste and shelf life of the food it contains.
- Transportation: In addition to protection, consideration needs to be given to ease of transport.
With this in mind you can begin to whittle down the possibilities. These should be specific to the food product and, of course, be of an eye-catching design.
Whatever the material used (glass, paper, paperboard, plastic, steel, tinplate etc) you’ll need to consider the following:
- The material
- Shelf life
- Environmental considerations
- Disposal/recycling/reusable/compostable etc
- Consumer perception
The different types of food packaging materials all come with pros and cons. The key to selecting the right one for your particular food product will require in-depth consideration of these. Cost, of course, is a major consideration. This means that there will be, by necessity, some form of trade-off to allow for the right solution at an affordable price.
This is where taking advice from an expert source can pay dividends. High quality food packaging suppliers partner with you to determine the ultimate solutions. This will involve the needs of the product, the brand’s USP, customer messages, protection and transport requirements, social and environmental responsibilities, and – of course – that of cost.
Finally, it’s well worth looking at future-proofing your packaging choices. Re-branding is a costly exercise, therefore projecting forwards is an important aspect when settling on the final selection. Specialist design teams represent a significant advantage at the outset, often preventing a costly change of direction further down the line.
Perth-based Crystal Pack are WAs specialist folding carton packaging experts, offering a complete service from the design stage through to the production of the finished article. With a range of options that suit all budgets and needs, Crystal Pack is the only zero carbon printer in Western Australia and is fully committed to helping your company find practical packing solutions that meet your environmental and social responsibilities.
Give us a call on 08 9368 8555 for a no-obligation chat or contact us for more details.All About Sustainable Packaging
The world is (finally) waking up to the realisation that we’re all responsible for the well-being of our planet. Consumers and companies alike are aware that we need to make educated choices – and this not only applies to the products we purchase, but the packaging of goods as well.
Many of us were brought up with the concept of ‘reduce, re-use, recycle’. For companies it’s necessary to extend this mindset and focus on what’s now accepted as the gold standard – the 7 R’s of sustainable packaging:
- Remove: Forget over-packaging, and instead select exactly what’s necessary for logistical packing requirements – and not a shred extra.
- Reduce: Take advantage of the ultimate packing choices to provide adequate protection using minimal components.
- Reuse: Can packaging be repurposed or recycled to allow for further use?
- Renew(able): Use materials that are produced from renewable resources or biodegradable materials.
- Recycle(able): Select packaging options that are produced from recycled products AND can be further recycled multiple times.
- Revenue: Achieve all of the above at reduced or no extra cost.
- Read: In other words, become educated to learn more about the importance of packaging that focuses on sustainability.
Science and technology has advanced in leaps and bounds. This means that today we can take advantage of a multitude of eco-friendly packaging options that effectively address the needs of a wide range of products.
So let’s look a little deeper into what sustainable packaging actually means…
What is Sustainable Packaging, Exactly?
Quite simply, it refers to packaging that – over time – reduces its environmental footprint.
Actually, this is a little more complicated than it first seems. The core concept behind sustainable packaging is that it’s sympathetic to the economic angle, is ethically produced and – very importantly – doesn’t have further detrimental impacts on the environment.
For example, packaging made from plant-based materials might, in many cases, be a viable option. But if this requires the clearing of precious rainforests in order to grow the required crops then this wouldn’t be a desirable outcome.
Truly sustainable packaging considers the following:
- Uses minimal production processes, therefore reducing the carbon footprint
- Uses up to 100% recycled or raw materials
- Creates a reusable packaging product, therefore extending the lifespan of the materials
- Addresses not only the materials, but the economic and social factors surrounding the production as well
Design is Everything
Gone are the days when companies could simply box up their goods and ship them out. Today’s packing uses creative design to provide the protection necessary for the individual goods, yet does as little harm to the environment as possible. It also delivers a powerful message to the customer.
Using less materials is a vital step, as is the use of environmentally friendly options. The ability for the end consumer to easily dispose of the packaging in an eco-conscious manner is crucial. Compostable packaging is an option that dramatically reduces the impact on the environment and is far superior to that which is labelled biodegradable.
It’s important to understand the difference between the two, as there are no time frames as to how long it takes for a biodegradable item to break down. Nor are there rules as to the elements that remain – some of which might remain harmful to the environment.
Conversely, compostable packaging must break down to compost within 90 days, ready to be returned to the soil and begin a further lifecycle.
Working with a Packaging Supplier to Create Truly Sustainable Packaging
Genuinely sustainable packaging solutions don’t come about by chance – they’re determined through working with an expert supplier who designs according to your products, customer demographics and company message.
Get this right and not only does this increase brand desirability and customer loyalty, but using less packing materials reduces costs as well.
Perth-based Crystal Pack are leaders in the supply of sustainable folding carton packaging, boxes and paper packing sleeves. They work with companies to tailor-design the ultimate packing solutions for products of any shape and size.
To find out how our experts can revolutionise your packaging needs contact us now or give our friendly team a call on 08 9368 8555.Switch From Labels To Paper Sleeves For Food Packaging
Food manufacturers face ever-mounting challenges as they strive to combine regulatory necessities with brand awareness and the pressing need for environmental considerations. Perishable foods are a particular issue, as most are legally required to be presented in see-through packaging. This has meant that the normal method of conveying additional information to consumers is done through the use of labels.
However, the use of paper sleeves as an alternative is growing in popularity – and with good reason. The following discusses the rationales behind why so many manufacturers are binning the traditional label in favour of this effective alternative.
1. Gives a distinct labelling advantage
Paper sleeves provide a blank canvas on which to speak to your customer. With the option to include information on the front, back and even sides (depending on the size of the sleeve), producers are able to convey a wealth of information that labels don’t have the room to display.
2. Upscale the product
Paper sleeves create a sense of quality in a way that a label simply can’t achieve. Many gourmet items utilise this method of packaging and their use is associated with high calibre products.
3. Build brand awareness
The options for customisation are infinite. Whereas labels tend to contain only the information required by law for food packaging, with perhaps room for a small logo, paper sleeves allow for trademarks, environmental messages, continuity throughout a whole range and can even have the finish of your choice (matte, gloss etc) to further create the look your brand requires.
The quality of images printed on paper sleeves is far higher than those on labels, with choices such as embossing, foil stamping and even textured images being an option.
4. Reduced waste and environmentally friendly
One of the biggest challenges for food manufacturers is the environmental impact of their packaging. Using food sleeves in combination with bio-friendly options that reduce plastic waste is a powerful tool that can be conveyed to consumers. They can also be produced from recycled materials.
Rapidly advancing technology means this is no longer the most expensive option. Worldwide, it’s estimated that around 8 million tons of plastic is leaked into the ocean annually, with packaging accounting for a massive 62% of this. As customers become more aware that their purchasing choices make a difference, it’s becoming crucial for producers to effectively address this.
Biodegradable vs. compostable…
It’s worth clarifying the difference between the two most commonly seen environmentally friendly packaging – that of biodegradable and compostable.
The easiest way to classify the two is that while biodegradable is good, the gold standard is definitely packaging that’s compostable. Here’s why…
- Biodegradable packaging can be broken down by bacteria or other living organisms. However, there is no legislative framework that says how quickly the process must occur or what they break down into.
The can mean it takes many years to degrade, and that the remaining elements are not environmentally friendly. Compare this with the following:
- Compostable packaging: Will be broken down into compost – in other words, into a form that can be used as a fertiliser for plants, so completely natural. To be classified commercially compostable it must be fully broken down within 90 days, when it can then be returned to the soil to begin another life cycle.
This is possible because such packaging is produced from plant-based materials, making it the only kind of truly sustainable packaging.
5. Paper sleeves can be constructed for all environments
A paper sleeve can be constructed to withstand the environment in which it will be stored, transported, and eventually displayed to the public. This means that they can be produced to withstand freezers, refrigerators, coolers, sunlight and heat, depending on requirements.
6. An additional layer of protection
Any break in the integrity of food packaging leads to a wasted product. Paper sleeves help prevent this. In addition, such a layer allows a customer to slide the product out to inspect it and ensure that they’re purchasing a pristine product.
When it comes to the next generation of sustainable food packaging, the paper sleeve is set to play a hugely important role. By far the most important factors are those of the environment and cost, a combination that advances in packing technology now allow to be effectively approached.
As we move forward in marketing to a public that are more switched on to how their purchasing choices impact the world in which we live, now – more than ever before – is it the right time for the food industry to embrace packing options, such as paper sleeves, as an enhancement and hook for consumers.
Working with a provider who understands the packaging challenges in the food manufacturing industry is vital to create the right bespoke solution. Crystal Pack is a leader in this field, providing a one-stop service that begins with an in-depth understanding of your needs, through design and production of the finished article.
To find out more about paper packing sleeves and other carton and box packaging solutions for every range of products, contact us or call on 08 9368 8555 for a no-obligation chat.The Importance of Product Packaging Design
The packaging of a product is as important as the product itself.
That’s a bold statement. But for any business that’s yet to take this on board, consider this… According to the worldwide authority on packaging, Smithers Pira, the global industry is set to be worth $1.05 trillion (US dollars) by the year 2024. That is, by anyone’s standards, a huge amount of money. And no industry gets to this size without being hugely influential…
Quite simply, packaging defines the product, the brand, the recognition and – crucially – the desire for consumers to purchase again and again. With this in mind, let’s look at what companies should be considering when determining the ultimate in packaging solutions for their products.
1. The Wow Factor
Before the customer even gets to the product, the packaging should convey a message that begins the journey. It should speak to the customer and be an integral part of the purchasing experience. But this doesn’t mean packaging needs to be expensive – it’s all about defining a USP that’s instantly recognisable and communicates the vibe of the brand.
Building anticipation and focusing the consumer on the product they’re about to unveil is a key role of good packaging. There are many ways this can be achieved, including:
- Great typography
- Colours and logos
- Messages on the packaging
- Embellishments, such spot gloss, foil and embossing
2. Customer Demographics
Packaging needs to strike at the heart of what’s important to your customers. If you pack a product for teenagers it will differ greatly for that of middle-aged white collar executives. Defining your target market is a key element of determining the type of packaging that creates the buzz your audience requires.
3. Go Green
Today’s purchasers are more aware than ever how their buying choices impact the planet. Compostable packaging where possible should be considered an essential element, and will certainly give your brand the edge over that of competitors who haven’t yet embraced the environmental aspect.
With this in mind, consider packing that’s not excessive. While you may want to communicate a company message, this isn’t necessarily best done using swathes of packaging – very often it’s a case of ‘less is more’, while still ensuring that your product is adequately protected and can withstand shipping and transportation.
4. Make it Recognisable
The most successful packaging options are those that are instantly recognisable. This can be achieved in many ways, and don’t have to cost a fortune or be overly complex. You only need consider the success of the simplistic packaging of Apple’s products to understand how aesthetically beautiful and effective uncomplicated solutions can be.
From Start-Ups to Rebranding
Packaging should never be an afterthought – it’s as important as the product itself. Start-ups and growing businesses, as well as global brands, can massively influence the success of their products by getting the packing spot on. Along with your brand message, the packaging tells your customers and potential customers why your product is different from others on the market.
Getting packaging right is crucial, and the ultimate way to do this is to work with an expert source. Perth-based Crystal Pack is the go-to provider for those who understand the vital need for their packaging to emulate the quality of the product/s they sell. Boasting an in-house team of graphic designers and highly experienced creative team, they work with companies to build packaging solutions from concept to product to truly compliment your brand.
Send an enquiry or give our friendly professionals a call on 08 9368 8555