Promotional Packaging = Content + Design

Promotional packaging 101: don't forget the content.

It might seem like an obvious place to start. And yet, it still happens. Projects kick off based on the product itself, then move to packaging, and then to marketing where the content gets knocked out. We understand that every project is a little different. Timelines vary from department to department. But here's the thing: every project should be content-driven - and it probably informs more steps than you know.

Particularly when it comes to promotional packaging.

The most unique packaging ideas start with a concept that the Sunrise Packaging team helps drive into reality. We can help bring concepts into a tangible state, but there are some things that need to inform the design before we can start.

3 Questions That Should Be Answered By Your Promotional Packaging Design & Content

Who Is This For?

Do you know your audience? From gender to age to personality characteristics and beyond, successful packaging begins and ends with knowing your audience. Promotional packaging designed for a new cosmetic line will look very different than promotional packaging created for bow hunting enthusiasts. Consider how your packaging can appeal to your intended customer base.

Why Would Someone Want This?

There are some cases where the plain, brown paper bag approach might carry the connotations you want for your product.

 

...But most of the time, you need to include some content on your promo package that *sells.* Tell your customers what this product will do for them. What it does better than your competition. What makes it unique.  This is the value proposition you're making to every potential customer. Your custom packaging solution should sell your product like a salesperson.

How Does This Package Fit With Your Brand?

Building a brand? Consider what this package is telling your customers. Everyone is familiar with the iconic design of Campbell's soup cans. From a glance, you can see that all of these products belong to the same branded family. Does your packaging match your product family? And if it doesn't, is it intentional?

Design With Intention

Promotional packaging should be intriguing, customized, exciting, and innovative. Like the packaging product pictured above that we just completed with Select Design, creating unique content for a promo box is worth the time investment. We love this fun style of packaging. And we can't wait to hear from you on how we can work together to create something great.

Liquor Packaging: Ins and Outs

High end liquor packaging is becoming more and more common. Trends show that people are tending to spend more on alcohol to enjoy at home vs. going out. This means that competition is bound to increase on the shelves.

It can be hard to stand out in the sea of options at any liquor store. Unless a customer knows specifically what it is they want, the options are endless. And sometimes daunting. However, there's always one tactic all customers employ in some way, whether they know it or not.

Packaging and design is one of the top decision-makers when it comes wine and spirits purchases. A customer is intrigued by the marketing--that is, the shape of the bottle, design on the label, or other unique packaging element--and they buy it. Which is why the message a bottle sends by packaging is so important.

Liquor Packaging in Practice

Check out this example of liquor packaging we recently created for Select Designs featuring Lamarca Prosecco's limited release, Luminore. Luminore is a DOCG sparkling wine (meaning a high-end bottle) and considered one of the apex wines where the grape is concerned.

To design packaging that aids that impression, we started with the brand. Utilizing an organization's brand in packaging design is a key element to creating a connection for the consumer between the product and the producer. In addition to a beautiful bottle of wine, Lamarca is known for their striking light blue-on-black with foil stamping for extra pop. And you know that extra pop is everything when marketing a sparkling wine, right?

With the brand on point, we brought in a straightforward approach with a two piece set up box. Paired with custom flocked foam inserts, these boxes are sturdy, stable, and can securely hold a glass bottle with little-to-no potential for damage. Just don't test that theory *too* aggressively!

Wine & Spirits Packaging Drives Sales

Creating limited edition packaging like this barely scratches the surface of our experience in the wine and liquor world. Artisan liquor packaging is something we do well, and our packaging positively affects the bottom line.

When you're ready to start increasing sales by grabbing the attention of prospective customers, give Sunrise Packaging a call!

High End Packaging for Real Estate

Short supply and high demand is a recipe for a crazy housing market. Particularly as more and millennials start to dip their toes into home ownership. It can be daunting for mortgage brokers, homebuilders, and realtors to find ways to make an impact on this tech-savvy, immediate-results generation of homebuyers. Utilizing tools, like social channels featuring high end packaging, is one way to reach people.

In this Uber & DIY-focused economy, brand loyalty and expertise counts for less than it did in the past. For a business like realty, which are hugely relationship-based, this means that their basic marketing model needs to change. Referrals are still a big way to gain business, but reaching out on various mediums is another way to gain interest. It's the online shopping effect. We see something we like, we tap on it and can buy it.

Obviously, real estate doesn't work *quite* like that. But check out Carrington Creek's Insta, and tell me you're not enticed to learn more about these gorgeous homes. Particularly that signature Welcome Home box.

High End Packaging for High End Homes

Carrington Creek (located in Arkansas) is a homebuilder focused on building relationships as well. They've won multiple awards for quality, customer satisfaction, realtor excellence, and more. And when we began work on a special project for them, we knew it was going to be a special collaboration.

High end packaging always presents interesting challenges. At its heart, the best packaging utilizes simple design techniques. But the unique features are where we like to make it truly high end, the little touches that speak to a users tactile or visual senses. For this project, we used offset printing and a scuff free matte lamination.  This box is as sturdy as the homes they build, and just as classic with monochrome coloring. With spot UV over the logo, this is a box that pops. Maybe not as much as that champagne, but it's a coordinated effort!

Use Custom Packaging as Part of a Targeted Marketing Strategy

These welcome boxes are gorgeous on every level. They're highly Instagrammable, prominently featuring the logo, and create a true connection with the homebuyer. It's clear that this is a celebratory gift while still being functional.

But it's still part of a marketing strategy. If you're homebuilding organization or realty company is looking to put that extra panache into your marketing tactics, reach out to Sunrise to sketch out your own welcome kit!

How to Work the Magnetic Flap Box

Magnetic flaps on their own are used widely not only in packaging. Binders often use a magnetic flap for closure, as do some styles of journals and books (Bibles are probably the most common). Even some purses use magnetic flaps to ensure tight closure. The magnetic flap box is also increasingly popular, and that's in part to the versatility--and universal delight--of magnets.

It starts with the traditional hinged cigar box. The overlapping hard cover, with magnet, is the additional feature that elevates a simple box into something a little more. While the magnet is the *connecting* piece, so to speak, other elements can take your simple box to the next level.

The Magnetic Flap Box in Action

In the example to the side, created for CME4Life, you can see some of our favorite options at work.

First and foremost: the magnetic flap. It allows for a seamless design from top to bottom, creating a continuity for the eye to follow. It continues as the user slides their finger under the flap to open, revealing the product in full.

This digitally-printed box also features vivid colors. Sunrise can ensure color-matching with this process so that your logo and brand recognition are never compromised in the printing process. It's also laminated. Lamination can enhance colors as well as create another tactile touchpoint for users. This particular example uses matte lamination, one of our favorites. It makes the box as a whole soft to the touch, smooth, and adds a layer of protection to the piece.

Other Magnetic Flap Box Options

This magnetic flap box is just one example of many that Sunrise has handcrafted over the years. Other features which we think make this style of packaging especially pop include:

  • Custom inserts
    In short, inserts keep packaging neat and products safe. Made to order for every project, we can ensure that our custom inserts will fit to perfection.
  • Thermoformed trays
    Sunrise has a custom tooling department that means no delay or travel between workshops for your packaging creation. Thermoforming is a great option to highlight product features; it's literally like a little stage for your items!
  • Personalized foil stamping
    One of the most popular options out there. Foil stamping is a striking customization option that immediately creates a sense of luxury for any package.

And this is just scratching the surface of what's possible with packaging customization. Contact Sunrise today to design your project!

Promo Packaging Psychology

It only takes a second to form an impression, and when it comes to promo packaging, you want it to be a good one. 

But what goes into that split-second judgement formed by potential customers and clients? We know that it's implicitly unfair. There's no way that an organization can conceive of the myriad of biases every individual brings to a situation. They don't like a font. They don't like a color. Is it based on something internal? Or did they just stub their toe and nothing is appealing at the moment?

It's reasons like these that 1) no single design is perfect, and 2) come to Sunrise Packaging to utilize the best practices we've learned over our years in the business. 

Part of what we can share is grounded in psychology. Subtle elements inform customer's perceptions around taste, quality, perceived value, all the way to brand personality. These elements--such as color, shape, texture and more--influence what's called implicit associations

Implicit Associations & Promo Packaging

Here are some great, simple tips to glean insights on customer's impressions of promo packaging.

Color

You probably aren't surprised to learn that color has a lot of meanings. From cultural influences to personal preferences to color blindness, we're constantly using color as an indicator for different things. For example, in western societies, blue is associated with cleanliness. Which is why when you stroll down the home cleaning goods aisles, there's usually a plethora of blue promo packaging.

Using color theory is one way your product packaging can appeal to different genders, cultures and ages. 

 

Texture

Watch a young child move through a park or public space. Chances are they're constantly reaching out and touching things, from a wall to the handrail to plants and trees. From a young age we're prompted unconsciously that one of the best ways to learn about our surroundings is by touch. And promo packaging is no different. 

Sunrise Packaging offers a variety of customized wraps for boxes that can make your product feel silky smooth, or give it a more rugged texture. Even the finishing on a wrap can convey a message. A classic example: as natural chips started making their way onto the market, they faced the challenge of how to stand out in an established chip aisle full of bright, shiny packages. Their answer? Making the packaging matte to convey the difference. 

The Psychology of Promo Packaging

Even just these two tips can heavily influence your packaging design. Researching more about implicit association, and tying it to your target market, can reveal even more insights. When you're ready to get started on your promo packaging, contact Sunrise sales team to tap into your customer psychology!

Custom Promo Boxes & 2018 Trends

Like any industry, custom promo boxes are subject to trends. Take a look through the different ages to get an idea of what was acceptable (or rather, expected) packaging from just a decade ago. You'll see that it's changed, in every way from shipping time to box design.  But what makes this interesting is the nostalgia factor we see creeping into 2018 trends.

More on that later. 

Customers are looking for some key things when it comes to their packaging needs. They want sturdy custom boxes, a personalized experience and, if shipping online, they want it fast. Different markets respond differently to these base demands, but below we include some tips on the most enduring and prominent trends we're seeing. 

Trends of Custom Promo Boxes

Packaging Longevity

We've commented on this before, but it's a recurring factor: we can order from any corner of the globe and have it in our home within days. It's truly amazing. Yet these distances can have adverse effects on organic products, like first aid items and medicines. Packaging needs to withstand the trials of travel.

"Unboxing" & Social 

One of the top YouTube categories for kids right now is unboxing toys. Yes, you read that correctly. It's people recording themselves unboxing toys. Not necessarily playing with them, or sharing them, or anything else - narrating their experience taking them out of the box. And it's not just toys, you can find unboxings for nearly anything on YouTube and beyond on Instagram, Reddit, and more. 

It's important to note that upcoming generations, even more so than the current ones, will be critically looking at packaging styles, containers, and above all, personalization.

Nostalgia

Nostalgia sells. Whether it's garish unicorn-emblazoned Trapper Keepers or Coca-Cola in glass bottles, people are attracted to things that remind them of memories wrapped with happiness. Best of all for packaging design, it's relatively easy to add in a throwback font in design, as well as utilize materials or designs that are evocative of a time past like kraft packing paper or other custom inserts. 

Bring Us Your Ideas

While we do believe that trends should help inform any packaging decisions, we also want to create innovative solutions. Bring us your ideas and your needs, and let's create something perfect for your product. 

Unconventional Set Up Boxes

Using the term "set up boxes" might make sense to you or it might not. If you're not attuned to the packaging industry, it probably doesn't mean much. But that's where we like to take the chance to educate you.

A setup box consists of two pieces. In layman's terms, a top and bottom. The bottom is usually made of strong chipboard with a custom wrap on it. Otherwise known as turned edge, this stylish finish can take on different elements depending on your needs. The top fits snugly over the bottom. Also made of chipboard, it slides on and off easily; you've no doubt encountered this style as it's often used for game boxes, smartphones, and more.  

As you look through our two piece set-up box gallery, you will see the unlimited potential of this customized box style. Sunrise just completed an interesting variation for Findlay Technologies. 

Set Up Boxes By Design

Confused? Look closer. 

By design, this might appear to be another cardboard package delivered by any mail service. Once you read the address label, it becomes clear that this isn't just another mailing box. While pictures don't quite do it justice, the feel of the box gives it away as something special as well. 

You can't quite tell, but these are set-up boxes. The boxes are wrapped with a digitally printed / matte lamination material. From the corners, you can just the turned edge finishing on them. 

We love the unconventionality of this box. It takes multiple sets of expectations and flips them, creating a sense of surprise and fun the for the recipient. Here's what we mean.

Expectation #1: It's just a plain cardboard box 

But from that first touch, the customer realizes that it isn't. Part of engaging users is finding ways to engage their senses, and with this design and style, they're all in.  And once they open the box, they're treated to even more potential customization. Thermoformed trays, custom inserts, the sky's the limit. 

Expectation #2: It's just another set up box

Using a design that usurps expectations helps engage users, but it also illustrates different features of a particular packaging style. While these setup boxes share characteristics with others, the content and design are what set it apart.  Set up boxes lend themselves well to a variety of finishing options. And their hardcover durability makes them trustworthy packaging for nearly any product. 

Design Maketh the Set-Up Box

So the lesson that we learn from this? Taking the time to figure out the overall effect you want your packaging to have helps determine the right box style and the right design.  Taking something seemingly conventional, like setup boxes, and turning them into something truly unconventional, is a challenge we love taking up. Contact Sunrise today to talk through your needs and ideas for your set up boxes!

Premium Promo Packaging

As streaming becomes more and more mainstream, its affects on traditional music outlets is interesting. Some people have retreated back to using records and LPs; others are patiently waiting to see who wins out between Pandora, Spotify and Tidal. And through it all, radio continues to be a mainstay. After all, radio is the only that provides live interaction and chances to win. Increase your radio station's relevancy with premium promo packaging. 

We've all been that person at one time or another: we hear an offer for free tickets or some prize package on the radio and we call in. Most of the time we get a busy signal. But I can remember one shining moment when the surreal happened: I got through. I played trivia on a morning show, and I won. It wasn't anything nearly as exciting as tickets or cash, but it was their album of the week with a t-shirt, water bottle and window clings. It was one of those magical experiences that awesome in nearly every way except for one: the prizes arrived in a plain brown cardboard package. More or less tossed in, with a short note from an intern. Doesn't quite give you the experience you want to talk about, does it? Doesn't really hype up the excitement of winning, does it?

When it comes to winning a radio promo package, whether it's tickets, a gift card or more, Sunrise Packaging in Blaine, Minnesota, can help turn it into an event for the recipient. 

Premium promo packaging
Premium promo packaging

Why Promo Packaging Matters

In this world of social media influencers and viral videos, reaction is a marketing strategy in and of itself. Leveraging user generated content is not only low-cost but can yield high returns as well. When someone wins on the radio, it's most fun when they have a massive reaction. Screaming excitement, accidental expletives, it's all part of that live experience (and maybe sound bytes for future radio contest promos). Why dampen that excitement with lame packaging?

Whether your radio station giveaway includes tickets, gift cards, or some other special items, make that promo packaging work for you. Create something that's worth sharing. Our examples to the side show a couple types of packaging that get big reactions. 

The top is our FlashPad Wallet, created for the University of Nebraska. The FlashPad and FlashPad Wallet are perfect for gift cards, concert tickets, and any small items that can ship easily in an envelope. These types of promo packaging allow for plenty of space for promotional copy as well as clear branding. 

Got something a little bigger? Custom boxes are our forte. The example above - a promotional kit created for Campbell Soup - features a totally unique design. It's a play on the traditional front open box, with handles for easy transport and custom inserts to keep items in perfect order. The design outside the box is black matte with a laminate to catch the eye with every movement. It's a great example of promo packaging that makes sales, and can convert your listeners to influencers. 

Influencer Marketing and Promo Packaging

When we talk about influencer marketing, many people miss promo packaging as a key part of the equation. Like we stated above, the excitement of winning something - anything - is worth celebrating, from the moment of winning to receiving the package. Maintain the momentum. Contact Sunrise Packaging today to get started

Offset Printing For Your Custom Box Project

When it comes to packaging, most people might not pay much attention to the printing. Whether it's offset printing, or digital, or screen, it's probably not registered unless they're in the business. At least, they aren't noticing it consciously.

While the integrity of a custom box is the most important element when it comes to product safety, design is up next when it comes to drawing customer attention. Appealing to the five senses is a powerful way to create sentiment with customers. Particularly sight and touch.  This is why choosing your printing style wisely is important. And it's why we usually  suggest offset printing. 

What is Offset Printing?

Offset printing is a style of printing that's known for producing the highest possible printing quality. It allows for the greatest detail as well as color fidelity, and it works well with a variety of custom finishes. 

The example to the right is a custom magnet box created for DP Derm. We used offset printing which enhances the spot UV print used on the logo and the wave graphic. While you can't touch it through the screen, the soft touch lamination applied to the offset printed wrap is irresistable. These different features could be used with other styles of printing as well. But when it comes to creating something truly special for customers, it's best to indulge in truly luxurious options. And those options are best showcased by offset printing.

Other Printing Styles for Custom Boxes

We've mentioned some of the other types of printing Sunrise often uses for projects. They include: 

  • Digital Printing
    Faster and less expensive than offset printing, digital printing allows for quick turnaround and allows users to change the modify the output easily. 
  • Screen Printing
    Also called silkscreen or seriography, screen printing is usually used on binders and sometimes on boxes.

These different options all serve different needs, and Sunrise representatives can help you decide which one is best for your project. 

In addition to printing options, the possibilities for finishings is even greater. From foil stamping to debossing and print coatings, there's something to enhance every project. 

Contact Us!

Contact us today to get started on your next custom packaging project!

Cannabis Kits

Part of the fun of the packaging business is getting to know a variety of industries. From key fob packaging to software FlashPads, there's always something new and exciting being created. It even extends into the realm of political action, as is the case with cannabis kits. 

As of January 1, 2018, cannabis or marijuana is legal in California (with some regulations, of course). HauteSmokes is a startup specializing in smoking accessories for the sophisticated smoker.  We designed packaging that complements their take on the glamour and the *je ne sais quoi* of the industry. 

Cannabis Kits That Exude Glamour & Sophistication

As with any product that requires packaging promotion, we started with the basics. How can we help them promote their business and give their customers a treat to open?

As stated above, HauteSmokes cannabis kits are all about creating a kind of old-Hollywood feel while staying relevant in the modern age that is marijuana legalization. As more and more states move toward legalization, their market is sure to grow. For California alone, experts estimate that legalization will have nearly a $5 billion impact. And Forbes estimates that the industry will create more jobs than manufacturing by 2020!

So when it comes to creating custom packaging that not only meets their current needs, but the potential growth as well, we knew it had to be something innovative, sophisticated, yet somewhat reminiscent of old time glamour. 

Sunrise Packaging started with a magnetic box, or the MagBox, for that element of modernism. Magnet closures are satisfying and delightful for users. They're also perfect for protection for these delicate pieces - no accidental opening for these packages in transit! 

For decoration, the magnetic boxes were wrapped with black ultima. This custom box wrap has a slight gloss, and is smooth to the touch. The gold foil stamping on the box seals the deal. Gold on black is a standard of Art Deco style, the roaring 20's, and old-time Hollywood. Custom box design can be full of references, and we love bringing these elements together for creative projects. 

Get Ready for Growth

Whether you agree with it or not, the legalization of cannabis doesn't appear to be slowing anytime soon. And based on the projected market for it, there's plenty of opportunity as well. Get a head start on your cannabis kits with Sunrise Packaging. Contact us today!