We all know that packaging influences customer purchases. But less than 10 years ago, products only needed to stand out on store shelves. Amazon, Instagram, Facebook and all things digital have significantly changed the playing field. Now, social media influences packaging.
Marketers must ensure that their packaging is not only easy to identify on traditional media platforms, but also need to consider social media recognition. Moreover, the imagery has to work for viewing on a phone, tablet or a desktop. Additionally, if it is being sold online, smart brands make packaging decisions based on how products look as thumbnails.
Have you noticed that label trends have favored a clean minimalist look or showcase bold colors with a metallic or glitter accent? The common denominator between these trends? When photographed and posted online, the imagery pops.
Social media has also given a powerful voice to consumers. If they like something about a product, they’ll probably let their followers know about it by posting a photo on their favorite social platform. Therefore, creating packaging that has the potential to be sharable, adds considerable buzz to a brand and ultimately increases sales.
Here are a few steps you can take to create socially savvy packaging:
- Splurge on Specialty Effects and Finishes – Glitter, holographic, metallic, high-gloss spot coatings and other specialty label effects have risen to the top of packaging trends. They are an effective touch to get your packaging spotted on social. With so many different options today, it’s important to work with an experienced printer to ensure that the combination of artwork, substrate and printing technique will achieve your vision.
- Material Matters – To some degree, brands have ceded partial control over their images to consumers. It’s the fans who dictate the lighting and angle used to take product photos. That’s why it’s important to “stack the deck” as much as possible by using quality material that contributes to your label design and enhances “amateur” photography.
- Prototyping Perfects – Working with a professional prototyping service allows brands to try out packaging effectiveness by reviewing and testing its color, shape, brand identity and manufacturing viability before finalizing the design. Savvy marketers will use social media to poll their followers and have them weigh in on the design they like best. This instant, no-cost focus group not only engages your online community, it also helps you finalize the best design.
- Fonts are Fundamental – Your packaging design should be easy to recognize at a glance on any social media platform. Consider font sizes and weights that maximize readability and extend your overall branding. This should also be a huge consideration when designing your logo, as it has the ability to cut through the internet clutter and attract attention in less than a second.
Is your packaging a brick & mortar and digital star? If not, a label redesign can be a game changer. With 30+ years of experience, Overnight Labels has an expertise in color, specialty effects/ finishes and prototyping. We can utilize numerous printing techniques to help you create eye-catching labels, shrink sleeves or flexible packaging that won’t break your budget.