Luxury Brand Packaging Tips

Luxury brand packaging is one of those things that's better experienced than described. However, as one of Minnesota's premier producers of high end custom packaging, we're well-situated to take a stab at defining some of the features that make packaging feel luxurious. Custom packaging can make a sizable impression. And it's our job to make sure that it's a positive impression as a result of great design and fine craftsmanship.

The tips below, adapted from TheDieLine, discuss how to appeal to consumers and leave an impression of high-end luxury packaging. It involves appealing to the senses in unexpected--yet pleasing--ways.  It's turning the mundane into the extraordinary. And it's easier than you think.

Tips for High End Custom Packaging

Include micro-interactions
You can guide users through a delayed-gratification type of an experience through micro-interactions. Micro-interactions are unexpected surprises about a package or a box. Utilize materials in unexpected ways (especially materials that convey the luxurious quality you want to convey, like our soft touch lamination). Design points of interplay for the user and the product. Magnet closure, pull tabs, these extras surprise and delight consumers. 

luxury brand packaging

Reduce redundant hand positions
Haptic feedback helps inform luxury packaging. Believe it or not, but according to TheDieLine, redundant hand positions required to open packaging reduce perceived quality. Use one simple criterion: how easy is it to open the package? Could it be opened blindfolded, or would it require tools and complicated handiwork? It's a testament to the classic simplicity and elegance of the cigar box

luxury brand packaging

Contrast finishes
The way light interacts with colors and finishes affects how consumers perceive things. It can make the difference between a high-end box and a cheap one, or at least the perception either way. The finish should be smooth, crisp, consistent, and even. Incorporating foil stamping on a matte material is one of our favorite ways to create this kind of contrast. However, show restraint when it comes to contrasting.  Discretion and minimalism in design define understated luxury.

Gold foil stamp example on luxury brand packaging

Luxury Brand Packaging Value Perception

When all is said and done, creating luxury brand packaging is all about creating a perception of high value. By following the cues discussed, it's possible to trigger the sensory cues that say "high-end." While these are tips that help convey luxury, it's important to remember packaging basics, such as: 

  • Take measures to ensure packaging won't become warped or misshapen due to humidity, poor handling, etc.
  • Incorporate materials and finishes that are pleasing to touch. 
  • Design an opening experience worthy of an unveiling video. 

Consumers want to be thrilled. Discover ways to incorporate these types of interactions and sensations into your packaging to create something they'll love.