Ever have a pizza delivered, and instead of some nicely crafted illustration or logo on the box, it simply says something as mundane as “HOT PIZZA”. There is something to be said for memorable packaging.
While not every company can have something as iconic as a Coke can or Starbucks Cup, there are ways small companies can make their products look memorable, even without needing to spend much money.
Here are some of the ways you can make a product memorable. It all starts with popping your logo front and centre without having to pay a printer a penny.
Use Stamp Duty
If you’ve ever bought a coffee from a trendy local spot, or purchased food from a trendy pop-up store, you’ll more often than not get your food in basic looking packaging with a stamp imprinted on it.
It is a cost-effective measure where you can pop your logo on anything and make it memorable. Personalised stamps are surprisingly cheap to buy online, and you can even make a logo for free using the likes of Canva or Stencil.
You’d want to do this when you need to ensure people see your logo out there, but you know that custom boxes and printed graphics are a cost you can’t incur.
Give your product a second life
Customers love it when the packaging their products come in can be given a second lease of life. This is something many big-name restaurants offering takeaway are latching on to.
One such example is Wagamama, the Asian chain famous for their katsu curry, amongst other dishes. They wanted people getting food delivered to have it look and feel like their food was just like it was in the restaurant while providing packaging that could be used as a container afterwards.
A genius concept by branding agency Pearlfisher saw the creation of stackable bowls in a distinctive grey colour. Instead of a flimsy translucent container, they made heat-retentive plastic bowls that can be washed and used by the customers over and over. A customer keeping and using them would have a constant reminder of the product in their kitchen.
Less is more
Think of this tip as a combination of the first two. Customers hate wastefulness and excess packaging. A typical example of when this happens is when we order a small product off that infamous online retailer, and get a package delivered which has a box five times the size and mounds of paper stuffed inside.
You want to ensure your product is “clutter-free” and sticks to a brand message at all times. It’s the reason why a Starbucks cup only has a logo and a few checkmarks on the cup, or why McDonald’s keeps the full nutritional menu hidden on the back of the tray insert. They know that a simple message is compelling. The “cleaner” your product’s messaging is, the more enticing customers will find it.
Don’t be a copy-cat
Never lean on existing designs or take from what competitors are doing. If your packaging and brand message is similar to another company, customers won’t find you distinct or memorable. Think about how own-brand cereal looks in supermarkets. Obviously, you’re being offered a cheaper alternative to big-brand names, but can you ever remember what names the store brand gives their alternatives?
You want to avoid this in how you present your products; otherwise, you’ll have something that makes potential customers think of a better product and convince them to buy that instead.
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