When Brands Should Choose Luxury Packaging
Your luxury product creates an elevated experience for your clientele. Shouldn’t its packaging do the same?
Consumers consciously—and subconsciously—make judgments about a package based on the packaging itself. When a brand ventures into selling upscale products, it’s important to be aware of how their packaging appeals to all five of their consumers’ senses. The visual and tactile details in the packaging are what will set it apart from lower-end products sitting next to it on the shelves.
What Defines Luxury Packaging?
Luxury packaging comes down to providing consumers with a sense of quality and exclusivity. Luxury buyers are driven to luxury brands by a sense of want—not necessarily one of need. They know they’re spending more than they could, so your packaging needs to cater to the impression that they’re getting more for their money. Your packaging needs to reflect a perceived value for consumers before they even get to the product.
That means swapping out drab cardboard for textured rigid boxes. Specialty items in the mid-to-high-end luxury market, such as shampoos and cosmetics made with premium ingredients, can distinguish themselves with a nice folding carton. Brands in this category can differentiate themselves with eye-catching enhancements, such as foil details and a well-thought-out graphic design. These details can dress up the value of any packaging, but they look particularly appealing on a high-end rigid box designed to house a valuable product.
Brands selling luxury cosmetics, liquors, and high-end chocolates and candies will often opt for a rigid box that serves a double purpose. This type of packaging has its initial appeal to the buyer, but it also serves as an attractive means of presentation when they pull it out for guests.
Luxury packaging appeals to the consumer’s sense of self-worth. Picking a high-end product off the shelf should give them an elevated sense of prestige, and displaying it in their home should give them a heightened sense of pride.
When Should a Brand Choose Luxury Packaging?
A product’s packaging is the first aspect of your brand that consumers form an attachment to, making it an extension of your brand’s identity. The style and type of luxury packaging you choose to use needs to be decided at the onset of your brand’s development. This is the only way to create the most memorable first impression with your consumers.
Every industry that ventures into the luxury realm has the opportunity to showcase its prestige; it’s simply a matter of deciding what kind of image you want your product to have. Running market research will help you determine what kind of branding your competition is using, which is a great way to benchmark your brand in order to set yourself up for success.
If your competitors are selling their luxury products in a folding carton or rigid box, you should consider selling your products in a rigid box. There are plenty of options for adding flair to your packaging to set your brand apart. Working with the right packaging company will mean all the difference when it comes to setting yourself ahead of your competition.
Related Content: How to Collaborate with Printing & Packaging Companies on Retail Box Design
Choosing the Right Luxury Packaging Manufacturer
In today’s Instagram age, your brand can’t afford to skip the details. Your customer’s unboxing experience relies on eye-catching luxury packaging as breathtaking as the product itself.
The right luxury packaging company will have intuitive solutions for your branding, including embossing on rigid boxes and soft-touch luxurious coatings. But not all manufacturers have the capability of offering these unique services, and not all luxury packaging manufacturers have an in-house structural engineer to bring your design to life. From concept to application, be sure to find a company that can offer your brand beautiful and unique packaging solutions, from the inside out.
Working with a proper luxury packaging company is like working with the Lexus of packaging companies. Choose a manufacturer that has the experience needed to give you an edge over your competition with personalized solutions for your brand.
Luxury brand buyers aren’t looking for practicality when they’re making purchases. They’re buying an experience, and they don’t mind paying extra for it. Luxury buyers are looking for a black-satin feel in a beautiful keepsake box. As a luxury product manufacturer, your branding needs to elevate the emotional appeal of your product. To appeal to your target audience’s innate senses, you can wrap your product in packaging that provides clues to its prestige. A good luxury packaging manufacturer will know exactly how to help you do that.