Looking for a big packaging pay-off didn’t make sense a decade ago. Or even a few years ago. When I was younger, I remember going to certain stores and keeping the bags in which I carried my merchandise. The pink stripes of Victoria’s Secret, black and white starkness of Express, iconic-ly-sized little or big Bloomingdale’s bags, they were all status symbols of a sort. Lululemon is one brand that still utilizes this strategy effectively with their reusable and washable bags. For many retailers, it was about the in-shop experience. The online experience was secondary, and the online packaging experience? Hardly worth mentioning. Brown cardboard…maybe white. Sometimes.
Nowadays, that experience has shifted online. It’s easier to shop online than it is to battle crowds and parking, and with same day delivery becoming more common (thanks, Amazon), the days of swinging multiple colored bags on my arm is nearly just a memory. It’s been replaced by that brown cardboard sitting in my porch. But lately, I’ve noticed a shift in packaging.
It first happened when I signed up for Stitch Fix, over a year ago. My first Fix arrived in a brown box…but with a pretty teal stenciled design, and custom tape holding it together. The design of the package was such a natural offshoot of how the company operated, and it made every aspect of opening the package (and repeat packages) an experience instead of a chore. Pretty soon, I noticed other packages were becoming more attractive as well. Amazon sent out my Subscribe & Save in yellow minion boxes. Even USPS rebranded recently, with a dynamic revamp of their classic boxes.
Retailers and the Packaging Pay-Off
Retailers are paying attention to dwindling store sales and increased Internet sales. While it hasn’t heralded the end of bag design as we know it, it has brought a much-needed revolution to the packaging of their shipped products. “Every box tells a story,” one unnamed source claims, and retailers are stepping up their design game. Goodbye, boring cardboard, hello color/gloss/stenciling/and more innovation.
Even better, there’s a community online focusing simply on reviewing and evaluating the different boxes they come across (because of course there is; check out our past posts, archives, and other sites for more on this phenomenon. Or search #unboxing on Instagram). E-retail is to thank for this industry shift: the attempt to create a home shopping experience.
How Packaging Builds a Brand
You don’t need to ship things to design a box definitive of your brand. Creating a packaging pay-off doesn’t have to be overly expensive, but it’s best entrusted to the experts. Minnesota-based Sunrise Packaging can provide design expertise, material selection, and production. It’s like a one-stop branding shop for boxes. Ask a representative today for more information regarding the types of boxes we provide, and how they can meet your needs.