How to Design Custom Packaging that Works Across All Channels

Custom packaging isn't an expense to be minimized — it's an investment in your brand. Packaging that appeals to consumers emotionally can boost the value of a brand and increase customer desire for a product. Individual design elements can create positive associations that customers carry with them, helping them to fall in love with a product — or to shy away from it.

Making an emotional connection with customers through packaging improves customer experience and loyalty. It benefits the overall marketing strategy and can help increase ROI. Take a look at what's involved in designing custom packaging that will enhance the customer experience and bring them back for more.

Changing Packaging Needs in an Omnichannel World

Traditionally, prospective customers first came face-to-face with a product's packaging when they saw the product on the shelf. In the digital age, however, a customer is now more likely to first come in contact with packaging in a virtual environment as they research potential purchases online.

This means packaging must appeal visually on a screen as well as tactilely and visually in person. As you plan your packaging design, you must also think about which elements you want to stand out visually in a thumbnail photo. Shopping online allows you to engage with consumers via multiple channels, and the packaging needs to stand out in all of them.

Of course, online customers will come into personal, tactile contact with packaging once they've received a package. This second contact point creates an opportunity to further enhance the customer experience, and in turn drive customer loyalty and retention.

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