Packaging is an age-old way to entice a customer, but now with in-store shopping unavailable consumers are making more purchases online. You may think product packaging is less important for online shopping, however, influencers do!
With 49% of consumers relying on influencer recommendations, this form of marketing should not be ignored. It is now more important than ever to take into consideration influencers and this starts with your packaging. Here are some important factors for designing packaging for influencer campaigns:
Consumer Value
It goes without saying that knowing your consumer is important, as is knowing the appropriate influencers and social media platforms for your product.
For example, if you are selling cosmetics, you may want to target female millennials on Instagram like YSL with their mirrored #LiveToShine box.
Unboxing experience
Those familiar with packaging and influencers may know about the ‘unboxing experience’, this is the trend of influencers unboxing their product in videos. Making sure your product and packaging is as visual as possible will entice the viewer.
Experiential marketing (marketing that offers an experience) is one of the most effective ways to engage consumers so they purchase again.
Colours
The packaging should reflect your brand – this may mean using your brand colours so it is recognisable to consumers. If your product is exclusive or a limited edition you may want to venture away from your typical colour range, but whichever colour you choose make sure it works in every filter.
Interactive packaging
One way of grabbing Instagrammers’ attention is interactive packaging. For example this Colgate packaging came with chocolate and a hammer. The consumer can use the hammer to smash the chocolate and to unveil the product adding an element of fun. You can find out more about interactive packaging here.
Copy and font
Every part of your box should be thought out thoroughly, from the inserts to the text. Using copy to engage with influencers is extremely important, hashtags allow the desired consumer to search for your product and can encourage purchases. One of our favourites examples is the Micellar #MilkingIt packaging.
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Are you ready to start designing packaging for influencers? Get in touch for a custom quote for bespoke packaging.
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