Luxury Packaging: Top 10 Tips on Making the Right Choice
In the luxury sector, packaging conceals more features than everyday-product packaging does.
The consumer’s first impression, the image it portrays, will remain firmly fixed in their minds and will condition the buying experience. So, in addition to the practical element and the role it plays in your brand image, it must make people dream, and sublimate your creations. Some packaging can even be transformed into collectible objects, such is their visual appeal.
Your challenge is simple: to create a case, a box or a bag that pleases the consumer as much as the contents do. But how?
In this #MemberInsights series, FACC member Parcome, expert manufacturer of premium packaging cardboard boxes and shopping bags, shares with us their 10 tips for creating the perfect packaging for your luxury product...
1. ADOPT AN ECO-FRIENDLY APPROACH
More than just a trend, the environmental cause is at the heart of consumers’ concerns. Customers therefore expect luxury to commit to sustainable development.To do this, choose recycled, recyclable and even compostable products and materials! With eco-packaging, create the image of virtuous luxury.
2.INNOVATE
Stay up to date on the latest technology and industry news. Like connected packaging, dare to integrate them into your project. Your brand image is sure to benefit from this kind of boldness!
3. MAKE YOUR MARK ON MINDS
Text, texture, relief, colours, shape... have fun playing around with these elements to personalise your packaging and make it unique in the eyes of the consumer!
Differentiate yourself from the competition using an innovative, creative and even artistic design. Create that “Wow” factor and surprise your faithful with stand-out packaging that will make your brand the leading choice.
4. INDULGE THE SENSES
Sight, naturally, but also touch, smell, hearing, or even taste, why not? Provoke emotion and sensations with paper that rustles, a fragrant wood, packaging that can be eaten...
Create excitement and anticipation to make the consumer’s experience reach its climax when they open it!
5. PAY ATTENTION TO THE TYPE OF PACKAGING
Choose your packaging well: each material enjoys unique properties and will mean something personal for each consumer. Use noble materials that symbolise luxury: glass, precious wood, quality paper etc.
6. STAY FAITHFUL TO YOUR BRAND’S VALUES
Develop consistency between the packaging and the product that it contains, not only in terms of shape, but also the image that it portrays. You need to enhance the product, but also represent the brand.
On the pretext of innovating, don’t be tempted to go against your brand’s identity and image: its values and commitments. You could lose fans on the way.
7. THINK ABOUT USES
Jewellery, fashion, fine food, leather... each luxury sector has its own specificities. You therefore need to adapt the packaging to suit how your product is used, keeping in mind its basic features: protection, preservation, ease-of-opening and presentation. In brief, be ergonomic!
8. REFINE THE FINISH
Luxury products mean exacting customers. If the product itself doesn’t tolerate any faults, the packaging must obey the same rule of perfection. So, be very attentive to the finish of the packaging.
It would be a shame to ruin that all-important first impression with a loose strap or poorly printed text. Don’t disappoint your customers and don’t tarnish your brand image.
9. SET A BUDGET
There is often a disconnect between the marketing team’s aspirations and the realities faced by the buyers of packaging. Responsible for optimising the cost of packaging, these buyers need an overview of the manufacturing process to determine the final cost.
Technological and technical advances are lowering production costs so don’t let this stop you from dreaming. However, you need to keep in mind the budget/earnings ratio in terms of sales and image.
10. COMMUNICATE
Once your new packaging has been designed and launched, one thing you need to do for a good ROI is communicate! Be proud of your finished product and take advantage of the excitement that is inspires by posting on social media: there’s nothing like Instagrammable packaging to build your reputation and gain new followers!
Written by:
Charlotte Mattei
Key Account Manager - Parcome
FACC member contact:
Romain Lacombe
CEO
Sources
Article - Luxe et développement durable :qu’en pensent les clients ?
Article - Le guide ultime du packaging
Article - Comment créer un packaging de luxe
Article - Le packaging, image de marque
Article - Conseils pour avoir le top du packaging !
