This is part 2 in a series on selling more effectively through creating an experience for your customer. Make sure you catch up on part 1 if you haven’t already. It’s crucial.
Continuing with the concept of providing your customer with an experience that connects with their souls and keeps them coming back for more and raving about you everywhere, it’s important to make a bigger impact on your customer while simultaneously reinforcing your distinctive brand by packaging your art to match your business and feel instantly special.
There are a gazillion ways to package your products. You can find tons of inspiration on Pinterest or you can poke around at other people in your niche and see if they have photos in their shop of the product all gift-wrapped and beautiful. Or just look around at what you have and use your creativity to make something gorgeous in a new medium – gift wrap!
But the key is to develop a look that you use with all your packaging so it distinctly feels like it’s YOURS.
You know, the whole branding thing. It’s not just logos and fonts – it extends to the very shell your product arrives in.
A great way to ensure that your packaging fits your brand is to use the same colors you’ve chosen for your brand. It sounds simple, but that distinctive blue you picked for your website could be just the thing to make your package instantly recognizable. That’s what Tiffany’s has done. No one wonders about a box in that particular shade of aqua. They know it comes from Tiffany’s. Now your brand won’t be on that same scale (or maybe it will!) but your regular customers will know you that well. And that’s what matters.
Give the package the same level of whimsy as your work. Do you typically offer simple, black and white line illustrations? Then your package should be crisp and clean as well. On the other hand, if you do colorful, abstract, active pieces, you may want to have curly ribbons or an interesting print on the wrapping paper. You might draw some shapes onto the box or pin some fresh flowers to it. Whatever you do, make it vibe with your work. When you’re in the packaging planning stages, it’s helpful to ask a friend. Show them the front page of your online shop and the packaged up product and ask if they came from the same place. Simple test, but it works.
Overall, your goal is to make a statement that shows that the piece came from you and only you. That could be a beautiful ribbon around the cello sleeve. It could be a small illustration on the outside of the package next to the shipping label. It could be using wrapping paper to cover the piece. Bows, frills, tags, flowers, etc etc.
Reimagine the way your product is delivered to your customer.
Think about how their face will look when they receive the package. Make the experience of unwrapping your art a joyful, anticipatory, surprising one – one that fills them with giddiness and really drives home how special it is that they now own a piece of your art.
Spend 20 minutes popping around your workspace and finding supplies that will work. If you need to order something, go ahead and do it. Then schedule a spot in your calendar to play with packaging. If you’re starting at zero, plan to spend at least 2 hours on it. Report back here.