High end retail packages speak to customers.
Not literally, of course (but who knows what might happen in the future?). But all it might take is a swift glance over a familiar box to evoke a memory. Positive, negative, those parts of are out of control for manufacturers and companies, but the point is clear: when you have a strong brand that speaks to luxury, quality and comfort, your packaging should reflect that.
Why Packaging Matters
Some might be quick to dismiss packaging as most important for mass produced consumer brands. It’s necessary for boxes to stand out on a crowded shelf, helping customers identify the one they want quickly. Or to catch their eye long enough to consider trying something new.
But it’s the seed of brand loyalty that transcends economic status. Whether it’s a loyalty to Captain Crunch cereal or to Cartier watches, customers who exhibit appreciation for a specific product still want to feel like they’re part of the club. Cultivating that seed is partly done through packaging.
Features of High End Retail Packages
It’s easy to assume what features a cheaper package might feature to cultivate brand awareness. Color is the main one, with graphics coming in second. But when it comes to high end luxury packaging, customers want a little more.
- Make it a tactile experience
If you turned the lights off and ran your fingers over the packaging, what sense would customers get? Utilizing features like embossing, hot stamps, soft touch lamination, and more can stimulate the senses to entice customers in a different way.
- Turn the mundane into the extraordinary
Opening and closing boxes isn’t something that registers with most people. Unless there’s something that stands out in people’s minds about it. Using a unique closure, like magnets or a custom molded snap enclosure, can do just that.
- Create contrast
Light reflects differently on different materials and colors. Using a matte finish with glossy embellishments will draw attention to the various contrasting elements. Or simply mix up the colors, pairing black with white or other opposites that work well together.
- Design a pause
An unveiling is a spectacular affair, and the first time your customers see your product–as their own product–should be as well. One way in which package designers do this is to add a moment before the *big reveal.* It’s like going through the wrapping paper to get to a birthday present. Your excitement is heightened because you know this is something you want, and the paper is the only thing in the way. Badly designed processes can lead to buyer’s remorse and increased product return rates. All things luxury producers want to avoid.
Contact Sunrise Packaging
We love talking high end retail packages. Different features work for different industries, and we’ve a bit of experience in the field to help guide you. Get in touch today!