When it comes to luxury packaging, the devil is in the details. Unfortunately, we often see brands that have over-complicated their packaging in an effort to convey their unique selling points at the detriment of the prestigious positioning of their brand. In the luxury realm, there is less of a need to communicate the unique selling points and proposition of the product because more often than not it isn’t the source of competitive advantage for the company. Typically the competitive advantage is in the brand equity they hold and the connotations surrounding that brand.
In advertising, there’s the old adage that you’ll never see a Ferrari advertised on the television. Why? Everyone is well aware of the brand. Because they have created the enviable level of prestige underpinning their brand that means advertising isn’t necessary. The same can be said in other luxury markets and the packaging that supports their brands should be in line with the rest of their brand, prompting visions of luxury from the moment that the product is seen in the shop, to the point of opening the product.
To generate interest and desire consider the role packaging plays at each phase of the sales cycle from initial awareness to consideration, the decision to purchase and post sales satisfaction.
Building Desire: Awareness, Consideration & Purchase
Typically, a luxury product will have some kind of awareness already supporting it. An expensive jewelry item, for example, will have a level of awareness already supporting it and the branding placed around jewelry shops will be there to build even more desire.
When the jewelry is brought out to the customer, the packaging will exude opulence and effectively seal the deal if done correctly.
Details such as the weight, the lining and the subtle embossed logo placement will all come together to make the shopper go from wanting the product to absolutely needing to have it.
Awareness can also be built outside the retail environment. Paying attention to the packaging post-purchase can produce an enormous return on investment. Things like the carrier bag and wrapping of the product will make it stand out to people passing your customer on the street and will, in turn, build desire for them too.
Post Purchase: Consolidating the Decision
Buyer’s remorse can be a risk, particularly in the jewelry industry where purchases are likely to be in the ‘high-end’ category. For that reason, it’s important that the packaging supports the decision to buy and continues to build their desire.
Every single detail should be considered when it comes to what we call ‘take home’ packaging. Think about things like the carrier bag, the ribbon used to close the bag and, primarily, the box. We could scream it until we’re blue in the face, but in the luxury market, simplicity is the thing that builds desire. Clutter free packaging will help to keep customers focused on your brand.
The same applies for the packaging they open when they get home. The luxury effect doesn’t come from over-complicated designs, it comes from premium materials and the tactility they offer. A focus on simplifying your packaging and considering how each element of it fits with your sales cycle will offer huge benefits to your brand overall.