Making a luxury product to sell is one thing. Effectively conveying it as a luxury product is something else. How can you send out this message in a crowded and competitive marketplace?
Your answer to this question will start with how you present your offering – and luxury packaging design is a crucial piece of this puzzle.
Here are just some ideas bound to make your customers’ eyes light up.
- Take the ‘less is more’ approach
Have you noticed how upmarket brands like Apple use a lot of white space in their marketing materials? This is no accident. Rather, it very much reflects such brands’ no-nonsense approach. This minimalist design style epitomises the leading prestige brands’ determination to focus squarely on what matters.
To harness this winning formula, start with a relatively understated colour palette. Black and navy are timeless choices, while gold and beige are associated with exclusivity. Some packaging can even take on a monochromatic look, embodying a confidence that stands out.
- Make sustainability a big part of the equation
It’s not always easy being green. However, that’s exactly why going the extra mile to decarbonise your company’s operations (as far as practically possible, anyway) screams “prestige”. It’s not the kind of thing every company always has either the time or resources to do.
In this spirit, strive to use cardboard boxes in place of plastic bottles. Look into using paper wrap rather than plastic wrap. Also, on the packaging itself, include instructions for how it can be reused or recycled. Maybe it could be put in compost or a standard household recycling bin?
- Make the unboxing process a multisensory experience
Often, when a new luxury product comes out, it isn’t long before social media influencers are posting unboxing videos of it on Instagram and TikTok.
Yes, simply showing what a specific product is like to unbox is a real thing. That’s because it replicates the excitement a customer feels when unboxing something they’re really looked forward to handling. You can build up this anticipation with how you package your own products.
In short, don’t stop at just putting them in boxes you subsequently tape up. Why not put crinkle paper in the box to cushion the product, especially if it’s something fragile, like jewellery? You can also seal the box with a magnetic closure before adding silk ribbons for an elegant flourish.
Additional cost efficient ‘unboxing’ elements that grab consumer attention include printed tissue paper sealed with a logoed sticker, beautifully printed inserts introducing the company, product care cards, and even ‘Refer a Friend’ promotions.
Imagine an influencer’s audible giddiness as they unravel those ribbons and detach the magnetic clasp. Now think about what it would mean for your brand if the video went “viral”, garnering priceless word-of-mouth publicity for your product as a result.
Turn to Birch for an all-in-one luxury packaging design service
Are you worried that all these ideas sound a bit too… ambitious? Relax – here at Birch, we can take care of everything on your organisation’s behalf.
You don’t personally have to do any of the design or print work. Instead, just tap into our in-house expertise. To learn how, please get in touch with our dedicated team.
