Luxury Packaging Details

When it comes to luxury packaging, what do you think matters most?

Customers tend to notice different things, and those things aren’t always obvious to the manufacturer. While you might want a customer to read everything they can on the package, chances are they won’t. You want the customer to recognize the brand and colors, but how many actually do?

Well, it depends. 

Luxury and high-end packaging rely on some common tropes to float ideas into the minds of consumers. Soft wraps. Bold fonts. Foil inlays. And more.  If you use secondary packaging, or a box encasing your main product, read on. 

Luxury Packaging Details Not to Miss

The fastest growing luxury packaging market is the beauty industry. From make-up to lotions to creams, new products are hitting the market daily. But what entices a consumer to pick up a new brand?

Clarity

Slip Slant Boxes with box closures luxury packaging

If you’re using secondary luxury packaging, 40% of those surveyed said that an easy-to-read name was an important factor in whether they gave the product a second thought. Additionally, 33% need the product to be easy to see on the shelf or display area. Makes sense, right? Customers can’t buy your product if they don’t see it – and they can’t recommend it if they can’t pronounce it. 

Durability

Additionally, customers want luxury packaging that’s durable. It might surprise you to know that there’s a market on eBay and other resellers for luxury brand packaging, from Lululemon bags to Cartier watch cases. Ensuring that your packaging is durable and hardy is a sure sign to convey high-end to customers. Thirty-six percent also note that the packaging needs to be easy to open. Depending on your market, this becomes increasingly important if you’re targeting baby boomers. Like it or not, aging hands aren’t as dexterous or strong as they were. Making luxury packaging easy to open helps them out. 

Content

While it’s true that most people won’t read every bit of content created for your packaging, they do like to see certain things: 

  • promised benefits
  • independently-conducted consumer study results
  • recognizable recommendation (hello, influencers)

Highlight any other important selling points. Is your product eco-friendly? Say so on the packaging. Give consumers every reason to pick up your product boxes. 

Targeted High End Primary and Secondary Packaging 

By using these factors to design your luxury packaging, you can start to learn to what customers respond, and make it better with every iteration. Another option is to do it right the first time. Contact Sunrise Packaging ASAP to leverage our expertise in the high end packaging market. 

Custom Luxury Boxes: More Than Meets The Eye

Custom luxury boxes are more accessible than you might think. 

I know, I know. On the surface (literally), most people think of a striking finish with an expensive material. A complicated packaging structure. Something that enhances the aura of exclusivity by being nearly too complicated to open easily. Some marketing ploy might call it ‘delayed gratification;’ we just call it annoying. 

Minnesota’s Sunrise Packaging takes pride in designing packaging that meets the needs of your organization while satisfying customers. Not just satisfying–delighting them. There’s a conception that custom luxury boxes are expensive and maybe just a little too finicky to work for many products. Or, you might just want to flip the idea of luxury into something that’s still well-made, but doesn’t use those cliche tropes. 

Here are some tips to work toward high-end packaging appeal. 

Factors That Make Custom Luxury Boxes 

 

Interactive

custom luxury boxes

Like we mentioned above, sometimes creative packaging errs on the side of confusing. Delayed instant gratification can come in many forms that aren’t annoying or confusing to customers. Allowing users to discover subtle details and functionality can add to their interaction with the package, the product, and your brand. Things like pull tabs, pop-up constructions, tissues, and more can add layers to the unboxing, making it extra special. 

Sound

How aware are you of the sounds around you? Next time you open a box or package, consider the sound it makes. Unwrapping the plastic wrapper of a candy bar, sliding a new phone out of a two piece setup box, snapping open a magnetic hinged box. All of these have different sounds that go with the items, and undeniably there are impressions of value that go along with each. The materials used in constructing your box will affect the pitch (thinner = higher, heavier = deeper), as will the finishing. If you don’t want users to have a high-pitch experience, which can read as cheap, consider that in the starting stages of your project. 

Haptics

Haptic feedback is essentially the sense of touch in any given interface that provides information to the user. You might have noticed in your phone settings an option for ‘haptic’ feedback (usually a gentle vibration or other subtle cue). Video games use haptic feedback to enhance experiences, and it’ll be interesting to see how VR utilizes haptics. But when it comes to custom luxury boxes, haptics is all about the touch, feel and hand positions required to interact with a particular package.

A great test is to close your eyes and interact with a box. Sharp corners and intuitive opening usually speak to quality and luxury; could your box be opened with eyes closed, or does it need power tools to break through?

What Speaks To You?

Ultimately, custom luxury packaging should speak to your customers in ways they can’t quite articulate, but they know they like it. This doesn’t have to mean spending more on packaging than on the product (although you get what you pay for in packaging – bigger budget means better materials). It can simply mean providing an experience for customers that makes them feel special.