Box Clever with Retail Packaging
The phrase ‘box clever’ means to ‘behave in a careful and cunning way’. In many ways, this reflects the role of packaging as a marketing tool. The design of retail packaging has to be carefully thought through, with the aim of influencing a potential buyer in a range of cunning ways.
A standard cardboard box may be perfectly adequate for protecting the product and ensuring its safe transportation, but it is far from exciting. It tells you nothing about the goods inside, or the brand; practical, but not remotely persuasive.
Let your Retail Packaging do the Talking
Good packaging design will provoke an emotional response. It could create a feeling of desirable indulgence or playful humour. We even build trust in a brand from its packaging.
The crucial point to consider is that marketing can never appeal to everyone. One shopper will be drawn to items that repulse another. For this reason, it is important to have a target buyer and to understand exactly what will entice them to buy. For the ideal customer, the packaging design should suggest the product is ‘Just for you’.
Storytelling with Bespoke Boxes
Any effective packaging design has to reveal a little about the product and the brand; it must tell a story. The shape of the box, the colour of the print, the style of the font and the chosen imagery must all work coherently to clearly deliver the message.
Every factor must speak to the shopper and here are some examples:
“If you are looking for natural, healthy lifestyle, then the product inside this box is perfect”
(A sleek box, printed in fresh greens and pure whites with a simple font and a nature-inspired image. Add information on locally sourced ingredients, ‘100% organic’, ‘bee-friendly’, ‘vegan-friendly’…)
“Are you fun, quirky and bang on trend? Me too!”
(An unusually shaped box, funky ‘limited edition’ pattern in vibrant colours, bold font and a unique opening. Add social media icons, along with a competition or promotion to encourage engagement…)
“You look professional and sophisticated; you should be seen with me”
(High quality packaging, with printed inserts and flood printing in a deep, rich colour. An understated design and a touch of opulent, embossed foil blocking. Add ‘established in’… and quality endorsements).
“Can I tempt you with a tasty treat?”
(A rectangular box, with a cut-out section to give the buyer a sneak peak of what’s inside. Serving suggestion image and the words ‘freshly baked’, ‘hand cooked’ or ‘locally sourced’ in a stylised font).
Cardboard Box Design and Print
These examples may not fit with your product range, but they show how design and print can transform a cardboard box into a marketing tool. Get it right and you can clearly communicate a message and generate an emotional response that can influence buying decisions.
Advice from a Box Manufacturer
As a box manufacturer, Aylesbury Box Company has expertise in the design, production and printing of retail packaging for an extensive range of products. We’re happy to advise on techniques that will help you get the right message across.