The Important Meaning of Brand Package

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Published by
Jimmy at
August 30, 2017

It’s All About Sharing

In the age of social media, video and photos often speak far louder than words. If you can get your customers to share your product, your packaging, your brand, then you’ve not only ensured that you have made an impression on them, but also that they feel a connection to your work that’s strong enough to share. Or, they may just think the packaging is pretty, and that’s fine, too. The important thing is that they tell their friends.

While this behavior may not be something you’ve consciously tried to encourage, give this a thought: According to the 2015 Dotcom report, four out of 10 online shoppers have shared a photo or video of a product they purchased. And, you guessed it, customers are more likely to share if the packaging is attractive. Your packaging can do more than simply house and transport your jewelry—it can encourage your customers to take action!

So, how can you encourage customers to take that extra step? Add a note asking them to share photos on social media (make sure to include your company’s handle and hashtag, if you have one), or include a QR code on your business card. Or, include an incentive: “Share a photo of your purchase on Facebook and tag us to be included in a drawing for free shipping on your next purchase!” When you encourage online sharing, your customers will be more likely to tell their friends about your company and become a repeat customer.

Get it in Order

After you’ve nailed down the items you’re going to include in your packaging, the last thing you need to decide is what you want your customer to see first when they open the box. Bubble wrap? A packing slip? Tissue paper? How about that personalized note?

Imagine opening the box, and think about the order you’d want to experience the various elements. Consider placing the packing slip at the bottom, including a personal note with a small gift on top, or placing a coupon or call to action under the jewelry box as an added surprise. The placement of your items in the box can have as much of an effect on your customer’s experience as the objects themselves.

Conclusion

To make a lasting impression on your customer and create a sense of the value of your work, your packaging needs to draw attention. With a little thought and a few inexpensive changes to your current packaging, you can create a memorable “unboxing” experience for your customers. I leave you with a few words of wisdom from Andrews: “Customers will trust your brand when they know they can expect excellence in every detail.”

Annie Pennington is an independent jewelry designer with more than 14 years experience in the field, both as a maker and an instructor. She maintains a personal workshop and storefront, and was the Associate Editor of Art Jewelry magazine for more than four years. Pennington received her BFA in Jewelry Design from Pittsburg State University and her MFA in Metalsmithing from Southern Illinois University-Edwardsville. Her jewelry has been published in numerous books and periodicals, and she has an extensive exhibition record, both nationally and internationally. Pennington lives in Waukesha, Wisconsin, where she spends her time as a freelance writer, creating work for sale and exhibition, and entertaining her two cats.