You are probably already aware of the latest trends in ecommerce packaging trends: from using 3D printing technology to developing new materials and textures. What else should brands consider when designing their e-commerce packages?
Packages play a significant role in customer experience, particularly for online purchases where the entire ordering process happens over the Internet. How well-packaged goods look, feel, and smell affects whether or not someone buys them. As consumers become savvier about quality control issues, companies are now focusing on creating high-quality, attractive, and practical packaging designs.
Purpose of e-commerce packaging
Today, e-commerce packaging should serve two purposes: first, it must reinforce a company’s identity and brand values. Second, it should offer value to customers and create memorable moments.
What values does your brand promote? How do you help the people and communities where you live? What actions do you take to give back? How do you get the components and ingredients for your products? These inquiries were formerly considered “good to know,” but today’s customers worry about them and want answers. Why? People are brand-conscious, which means they consider their purchases to mirror who they are, what they believe in, and what they can offer the world.
Packaging depicting brand personality
Customers value brand personality (e.g., humor, nostalgia). They like brands that make them laugh or look back fondly at a time in their lives. This helps forge strong emotional connections between consumers and brands, especially during times of crisis. When we think about a favorite brand, our brains start to release dopamine into our bodies, which makes us feel happy. Dopamine is a neurotransmitter that affects how we perceive things and interact with others. It’s what makes us smile!
Packaging depicting authenticity
Packaging can help convey a sense of authenticity. Authenticity is becoming increasingly important to shoppers. Brands that have been able to develop authentic packaging designs have seen significant growth in sales. Consumers are willing to spend extra money if they believe that the products they buy are made by people who care about them.
Packaging with minimalistic design
It may seem paradoxical for someone who owns an e-commerce fulfilment business, but for specific organizations, delivering a better customer experience necessitates concentrating less. This is related to the trend toward eco-friendly packaging rather than being mutually incompatible with it.
For instance, Unwrapped Life has a thorough strategy to supply plastic-free personal care goods. Although many opulent, attractive brands are available in the competitive beauty, skin, and personal care sectors, Unwrapped consistently aligns all packaging initiatives with its brand values by employing solely paper-based materials. Because the business is so transparent about its goals, it draws in like-minded clients, making its simple, environmentally friendly packaging devoid of frills and frills a source of satisfaction, pride, and thankfulness for its patrons.
Packaging with personalized labels
Customers expect brands to treat them like individuals. By offering personalized stickers, greeting cards, or other items, companies stand out and encourage repeat purchases. For example, many websites offer free shipping on specific orders only if you use a specific code at checkout. The company lets users personalize their shopping cart with products based on previous purchases.
Consumers today expect brands to provide them with a seamless online shopping experience. To do this, companies need to rethink how they package goods. Instead of simply providing a box and label, retailers should consider using interactive elements such as QR codes, augmented reality (AR), and virtual reality (VR). These tools allow shoppers to interact with products before purchase, which helps build trust and increase conversion rates.
Compared to pre-pandemic days, we’ve noticed that the clients are currently switching to more environmentally friendly packaging options at a faster rate. These environmentally friendly substitutes are available in various materials, such as packaging made entirely of post-consumer waste and inks that don’t contain any petroleum.
The Bottom Line
E-commerce packaging is changing rapidly as marketers shift from print to digital. While traditional retail packaging has long been characterized by its practical function and low price point, the emergence of new technologies has created opportunities for e-commerce companies to take advantage of innovative designs. Today, it’s less about printing labels on boxes and more about creating unique experiences that resonate with consumers. As such, e-commerce companies are adopting design solutions beyond essential branding to promote customer loyalty and foster deeper connections between shoppers and brands.