The packaging you use for your products, especially when you’re working as an online business, is an extremely important part of your brand and perceived customer service.
Your challenge as a home-business owner is to strike a balance between having a good presentation in your packaging, while keeping the overhead for that packaging material at a manageable level.
Since packaging is the most visible part of your product to the general public, it’s a vital component when it comes to building your consistency and establishing a brand and reputation with your customers and potential customers.
While there is a little bit of overhead involved, with a little creativity and forethought, you can minimize the amount of money that you need to spend, without running the risk of sacrificing the quality of your packing material and presentation.
Making sales is largely a matter of aesthetics and presenting, so here are a few ways to maintain that marketing edge without breaking the budget:
1. Twine and Ribbons
Twine and ribbon are a readily available and attractive packaging option, especially for crafty or home decor items. Anything quaint can be dressed up with some twine or carefully placed ribbon, which can make a brown paper package become something immediately more attractive and well-thought out.
2. Small Cards
If you want to build on the idea of using twine, try adding a small card with your company’s information and social media accounts. It’s cost-effective and it reminds people of a gift package with a To/From card tied to it.
You’ll want to use the same colors and logo on the card that you would typically use along with the rest of your business, so just make sure that things are uniform and consistent in the regard.
3. Use your logo and keep it simple
According to Joe Cupido, CEO of packaging giant Retail Packaging, it’s important to:
“Create a clear focal point in your packaging – this could be your logo, or perhaps a trademark bow for example. This also means keeping things simple so that the customer’s eye goes exactly where you want it.”
He’s right in the sense that you want your logo and your brand to be the most recognizable and central theme of your packaging. While there can certainly be other elements included, make sure that you customer’s eyes are drawn to your logo and to things about your brand and company that they’ll remember and recognize at a later date.
4. Use small boxes
One of the simplest ways to cut costs on packaging while maintaining good presentation is to make sure boxes and containers are as small as possible. Have you ever noticed how boxed software has gotten smaller and smaller over the past decade? There’s a good reason for that. Smaller boxes are more cost-effective and are actually more attractive to the consumer.
While there are some exceptions to this rule (certain foods and bulk items), people will generally find small packaging more “cute” and manageable than bigger boxes.
Take advantage of this where you can, especially if your products are on the smaller side. Consider reusing packaging materials as well to help your business be more green.
Balancing overhead and Aesthetics
Spending money on the aesthetics of your product is a tough call. While it’s always important to sink most of your resources into what is actually inside the package, your presentation does play a huge role in getting customers on board in the first place.
Set aside whatever money you can to work on your presentation and just try to work with what you have. If you need to spend some money initially, go as economical as you can, then work your way up as needed.
Marcela De Vivo is a freelance writer and online marketing professional in California. As the founder of her own company, Gryffin Media, she knows that presentation is one of the most important aspects of any business, large or small.