As a branding expert, I often find myself diving deep into the world of emotionally driven brand experiences. But amidst the intense brand immersion, there's an aspect of design that often goes overlooked: packaging. It's more than just a pretty shell; packaging design can serve a crucial functional purpose – education.
Let's explore how we can use packaging design to teach a simplified skincare regime, create shareable moments, and achieve more profound customer engagement.
The skincare industry can be overwhelming, with a multitude of products and complex routines. To make the skincare regime more approachable, it's essential to distil the process down to its core elements. Think of packaging as a mini-classroom, where customers are introduced to your product line with ease. By using clear, concise instructions and visual cues, you can help users understand the product hierarchy and the best way to utilise each item. This approach not only fosters brand loyalty but also empowers customers to feel confident in their skincare journey.
We live in a world where social media is king, and capturing the attention of users is paramount. One clever way to create buzz around your product is by incorporating a sense of discovery and surprise within the packaging itself. Take the opportunity to highlight the potency of your natural ingredients by adding a hidden compartment or utilising an interactive element. This "Easter egg" approach sparks curiosity, encourages sharing on platforms like YouTube and TikTok, and positions your brand as an innovator in the industry.
It's no secret that social media plays an enormous role in driving brand awareness and product sales. In fact, a study by Deloitte found that 47% of millennials are influenced in their purchases by social media (source: Deloitte). By designing packaging that caters to this reality, you're not only increasing the potential for user-generated content but also tapping into a powerful marketing channel. Consider using bold colours, captivating patterns, and innovative materials that stand out in a sea of sameness. This approach makes your product "Instagram-worthy" and contributes to organic, word-of-mouth marketing.
A study by Deloitte found that 87% of Gen-Z are influenced in their purchases by social media (source: Deloitte).
While emotionally charged branding experiences are essential, we must not forget the functional purpose of packaging design. By providing clear education, fostering shareable moments, and leveraging the power of social media, you can create a holistic brand experience that resonates with customers across the skincare industry. The next time you approach a packaging project, remember to think beyond aesthetics and consider the educational journey you can offer your audience.
Are you ready to take your packaging design to the next level? Let's work together to craft educational and engaging experiences for your customers, boosting brand loyalty and driving social media buzz. Reach out to our team of branding experts to get started today.