One of the most important considerations when selecting skincare product packaging is the material....
Brand loyalty is integral to any business that wants to survive and thrive. Like it or not, it is a major indicating factor of how well your business is doing and how much customers trust the brand itself. As such, companies need to do everything they can to not only maintain but increase brand loyalty, whenever possible. One of the most effective tools to do this is your product’s first impression—its packaging.
DESIGN
“Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.” - Jim Henson, The Jim Henson Company
When it comes to packaging or brand loyalty, design is always key. Depending on your industry, you might be expected by your customers to provide varying levels of quality, but try to stick to these basics, no matter your material budget:
- Be aesthetically pleasing.
- Reflect the brand’s values and be easy to open and use.
- Be eye-catching and stand out from the competition.
- Be consistent with the brand’s overall look and feel, as this helps customers to identify the product and increases their trust in your brand.
By following the above with packaging design and decorating, your product is already primed and ready to create happy and brand-loyal customers.
MATERIALS
“[Packaging is…] an opportunity for all brands large and small to tell better stories and demonstrates that the well-being of their customers is a top priority.” - Alina Wheeler, designer and professional author
Whether your product is packaged in cardboard or plastic, make sure it’s sourced from a packaging supplier that can fulfill that exact order, the exact way you ordered it, every time. Going with a less reputable supplier could result in differing quality between repeat orders—something that your customers would not like to see, especially if they already loved it as is. Already have something in mind for your next product? Kaufman Container has decades of experience and a proven track record of satisfied and brand-loyal customers—schedule a call with us here.
Back to brand loyalty, the social impact of your product’s packaging is something that you must be aware of. Customers increasingly want packaging that is eco-friendly and sustainable, so consider materials that are recyclable and compostable. This not only helps to reduce waste but also shows customers that you’re committed to being socially responsible. Interested in reading more about sustainability? Check out our recent blog here.
FUNCTIONALITY
“A hen’s egg is, quite simply, a work of art, a masterpiece of design and construction with, it has to be said, brilliant packaging!” - Steve Jobs, Apple, Inc.
In addition to the design and materials, companies should also consider the functionality of their packaging to make sure that their customers remain informed and safe:
- Should be user-friendly and allow for easy storage and transportation.
- Provide customers with all the information they need, such as instructions, ingredients, and nutrition facts.
- Clearly mark and warn for any hazardous or poisonous materials, if applicable.
REMEMBER: Companies that care about their customers’ safety and knowledge are brands that get the most engagement. Building brand loyalty isn’t just about creating a great product, it’s about making sure that your customers know you have their best interests at heart.
UNBOXING & SOCIAL MEDIA 
A relatively new aspect of the packaging industry (and most others), unboxing is typically classified as the act of unboxing a product, on camera, for the purpose of educating or entertaining consumers. From YouTube to TikTok, various creators make clips of various lengths to show both the quality and the creativity of various products—some even get paid millions of dollars to do so! Don’t underestimate the power of a positively reviewed product…and try to avoid a badly reviewed one at all costs! Send free samples of your best products to influencers to try to incentivize them to introduce your products to a whole new audience. Exponential chances to build brand loyalty are always a good thing.
WRAPPING THINGS UP…
We’ll say it again. Packaging is a powerful tool for creating brand loyalty. Companies should take the time to create packaging that reflects the brand’s (and the customers’) values, is aesthetically pleasing, and is functional and user-friendly. By following just these few simple steps, you can achieve both a high level of customer satisfaction and provide a product that more easily garners more attention and word-of-mouth. Sounds like a winning combination for brand loyalty to us, what about you?
