How Has Social Media Transformed Package Design and Branding?
If you still think social media is just a way for friends and family to communicate, it may be time to rethink that view. Brand product introductions and influencer marketing have grown rapidly in recent years, and today’s landscape is very different from the days when only people you knew in real life counted as “friends.” Today, packaging plays an important role among the many touchpoints through which consumers interact with a brand.
If you still think social media is just a way for friends and family to communicate, it may be time to rethink that view. Brand product introductions and influencer marketing have grown rapidly in recent years, and today’s landscape is very different from the days when only people you knew in real life counted as “friends.”
Today, packaging plays an important role among the many touchpoints through which consumers interact with a brand. Brands with great package design are exposed online through photos, videos, and other content, which not only sparks consumer curiosity but also enhances the customer experience.
This kind of branding through packaging helps products win favor with customers who have seen the actual item in the online marketing market and encourages repeat purchases. Creating packaging that feels unique and resonates with consumers motivates customers to take photos and share them, helping brands achieve the goal of connecting more closely with their audience.
How Does User-Generated Content Affect Package Design?
Countless influencers and individual customers act as brand ambassadors in their own right, creating channels that help marketing run smoothly. According to Canon’s 2016 Photo Trends Study, one out of four consumers takes up to 300 photos a month. Is your brand one that makes people want to take pictures?
Social media plays a major role in the customer journey, and many consumers share their brand experiences with others; if that experience is satisfying, it encourages purchases. When influencers with large followings promote a product, the marketing value can be highly visible.
Learn more about the ultimate form of user-generated content: Unboxing
Minimalism Is Still Mentioned as a Trend Online
Source: Volcano at home by Commission, Sucre by Weston Doty, Joule by ChefSteps
Minimalist design, which strips away unnecessary decoration as much as possible, was one of the hottest keywords in package design in the 2010s. This “less is more” strategy is still relevant today. The more minimal a package is, the more customers focus on the product itself. Minimal design does not mean careless or empty design. It means delivering a powerful message through fewer elements. If your brand packaging has too many graphic elements or feels cluttered with too much information, it may be time to reconsider what is truly necessary to sell the product and what the product and brand’s strengths are.
Learn more about minimalist design: Why Minimalist Product Package Design Is Effective
How Can These Packaging Trends Be Applied for Effective Marketing and Promotions?
As new social media channels continue to emerge, data is exploding, and consumer spending and sharing habits are changing every day. For marketers, this can be a confusing time when running ads and promotions. On the other hand, if customers are sharing products across countless social media platforms themselves, that can also become an opportunity.
Create packaging and use it as a potential marketing asset. The way to do this is by combining strong design with messaging that moves customers. Build the box around your brand’s values and identity, and use it for shipping all of your products. If you include a small card to express thanks to your customers, even better!
How to express brand identity through packaging: Brand Storytelling in Packaging