14


Fall 2020


FEATURE


“Brands focused on environmentally friendly packaging have a lot of options, particularly in paperboards—both coated and uncoated. In this cosmetics packaging, Eden Rose is printed on an uncoated kraft paperboard to achieve a natural look. To maintain the vibrancy of the graphic elements that


the graphic elements that complete the brand story, opaquew


the brand story, opaque white is printed underneath the artwork. —


underneath the artwork.” — Vicki Strull “Never underestimate the value of Brands that do most of their business


through a direct-to-consumer model may not have to do battle on the store shelf with the competition, but they do need to attract a following with social-worthy packaging and then deliver a memorable experience to their customers as they receive their goods at home. To make these “unboxing” experiences more impactful, Strull cites strategic tactics that include wrapping your products in branded tissue papers to build anticipation; using branded stickers to seal paper together to create their own in-home reveal; adding


a short, handwritten (or at least personal- feeling) note; and adding a gift-size sample of another product that pairs well with what they’ve purchased. The extended value of well-designed packaging is that many consumers like to share their unboxing experiences by posting video clips or photos on social media, becoming evangelists for your brand in the process. It’s as much about the packaging as it is the product. To gain more impact from this social sharing, be sure to print branding on the inside of your packaging that can be seen as it gets opened.


incorporating social media directives into your packaging design,” adds Strull. “Whether your business model is direct to consumer or direct to a store shelf, the need to connect your packaging and your product to online engagement is crucial,” she adds. Driving consumers from their packaging to your social media pages or website for a special offer on their next purchase or to simply view a digital thank-you for making a purchase can score big with consumers plus extend your reach as a trusted brand. Whether you choose uncluttered minimalism or rich imagery, one packaging trend that seems to be here for the long haul is the need to adopt sustainable packaging and circular economy principles. A 2019 environmental survey by


Newsday found that more than 80 percent of Americans say it is “important or extremely important” for companies to design environmentally conscious packaging. In fact, 77 percent of those surveyed said they would pay a premium for more environmentally friendly packaging. Plastic was the enemy, with 77 percent saying it was the least environmentally responsible type of packaging. More than half (55 percent) said paper is the most environmentally friendly packaging material.


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