As soon as the winter holidays come to a close, it’s time to share the love. It’s the time of year that everything on the shelves starts being seen through pink, red and heart-shaped lenses.
But does it really work?
Do consumers really prefer the Valentine version of your product?
According to Packaging Digest, 65% of US consumers prefer seasonal packaging to regular packaging.
That means over half of US consumers are more likely to reach for the seasonal themed batch of goods. It’s all about the visual appeal.
Think about it, the main reason chocolates and baked goods are purchased during the month of February is due to the nature of Valentine’s Day. In spirit, the consumer will reach for the red heart chocolate bag instead.
According to the Complete Guide to Seasonal Packaging by Mary Davies, “in order to stay competitive with the big brands it is essential that you adopt seasonal packaging.”
In a Label & Narrow Web article, Superbrands founder Marcel Knobil supports Davies statement by expressing, “Thanks to impressive print packaging, brands can seduce customers into a change of purchasing vote at the point of purchase. We would end up with less brand and more bland were it not for the attention that the packaging attracts.”
So seasonal packaging is the right idea, but how do you know if it’s the right idea for you?
Davies expands, “a bakery is much more likely to benefit from changing their packaging than a stationary supplier. Think about your business model, your products and your customers and then decide whether there would be a benefit to using seasonal packaging.”
So if seasonal packaging is right for you, there are two important things to remember before you get started:
- Don’t confuse your customer
By not make your designs similar to another product you already offer, it could confuse your customer and cause them to shy away from the product altogether.
- Don’t overestimate
If you don’t have your own in-house label printer, it’s easier to make your packaging labels a limited time offer vs. overstocking on labels that will ultimately go to waste.
Whether you are a business small or large, it is definitely worthwhile to invest in seasonal packaging.
But where do you start?
To get the creative juices flowing, we’ll leave you with Hornall Anderson’s top tips of incorporating holiday packaging into your business:
- Create a tradition
Pair your product with something extra in the spirit of the season, and keep it going each year.
- Make collectibles
Packages that are part of a set or able to be repurposed in an innovative way.
- Make gifting easier
Gifting through unique or personalized packaging is beautiful enough to be a gift itself.
- Create a campaign
Build “fanfare” around your product launch.
- If you can’t avoid clichés, have fun with them!
Look for visual and tonal treatments that evoke the season without being overly dependent on overused symbols, or look for ways to turn them on their head.
Interested in creating seasonal or in-house labels today? Check out our website to learn more.
It’s that time of year again; time to decorate your store windows, run holiday sales and, most importantly, switch up your product labels. Why? Seasonal packaging can help gain customers.
If you print your labels in-house, this isn’t a hard task to complete. But if you don’t print in-house, that is something you may want to reconsider.
Holidays Can Equal More Sales
During the holidays, you could be missing out on major sales revenue without seasonal packaging. Why?
Products that are polished, seasonal and unique have a better chance of being picked up and chosen over a similar product.
Recent studies show that product labels are much more critical in the buyer’s journey than anticipated.
Ben Schubert from Nielsen’s Innovation Practice in Europe was recently involved in a report analyzing the topic stating, “Package design is the dark horse of the marketing world. It receives little attention compared to other marketing disciplines, and its impact tends to be vastly underestimated.”
More often than not, what we think are the little things actually end up being much bigger.
When we see something aesthetically pleasing, it catches our eye. Your product may be exactly what the consumer is looking for, but if not presented the right way, it is easily passed over.
This is especially heightened during the holiday seasons, where our eyes are trained to pick up on certain color patterns and images. Not convinced?
Nielson continues, “Back-to-basics marketing such as how essential it is to stand out at the shelf has become slightly lost due to marketers’ increasing focus on where to advertise in a media-saturated world.
Nearly 60% of product decisions are made at the shelf, and 56% of European consumers say in-store discovery is one of their top information sources for new products, compared to 45% for TV ads.”
Now those are staggering numbers. More than half of consumers’ decisions are made at the shelf? Presuming the setup is that of a regular market, that means more than half of the buyers decisions are based on the label alone.
That’s something to pay attention to.
It is more important than ever to remain ahead of the curve
And utilizing information like this will help push you to the forefront.
Think about it, which product would be more likely purchased on the spot: a branded box of truffles or a holiday packaging edition of similar truffles? The presentation matters. Most would go with the latter.
This year, while speaking on a similar topic, Gillian Christie, founder & CEO of adVentures Academy reveals that, “Design message on packaging can be the make or break point with your target audience.”
And we couldn’t agree more.
Your seasonal packaging and even personalized packaging can help you gain customers, giving you an edge on your competition and a greater chance for consumers to try your products.
Christie continues, “Understanding consumer behavior and identifying the exact buying motivators, hot buttons and the specific ‘conversion factor’ for that target audience is the differentiating factor between a good design and a great design.”
Now that the labels and packaging have been identified as such a large conversion factor (60%), the opportunity to greatly increase your consumer base is within your grasp.
So how do you use this to your advantage?
Take control over your production line and print your labels in-house.
Managing your labeling process can reap a plethora of benefits in addition to catching the customers’ eye. With less room for errors, no wait time or shipping, and reduced waste, your in-house label printer or packaging system would be earning its keep by saving and earning you money.
What are you waiting for?
It’s the holiday season! Get inspired! Feel the magic! And make your packaging great.