Packaging for the socially pushed era with Delta World CEO
What is the future of branding and packaging after the 10th edition of the World Branding Awards?
After hosting the 10th edition of the World branding Last November we thought about what makes a brand relevant to regular consumers every day. Some of the top brands in different categories came together to celebrate the biggest brand award in the world, which just meant they were doing something right in their branding. To be a winner, a brand would have to be chosen by the majority of consumers and be the top of their class. How can a brand be loved by an entire country, an entire region, or even the whole world, especially when most people are increasingly dependent on technology?
In a recent interview, Robert Lockyer, CEO of Delta Global, a packaging supplier for brands such as Radley and Tom Ford, shared and discussed how a brand should be recognizable on packaging and affect images shared on platforms like Instagram.
With the world tied to their screens, social media have quickly become the foundation of modern communication. Brand presence via Instagram, Facebook and Twitter is now a necessity rather than a choice, so the packaging of a brand must be as important as the product inside.
Once upon a time, packaging was only viewed by the end customer and it was only about protective functions. However, as shoppers constantly use social media to influence their buying decisions and more of us take photos of their experiences every day, social media has the potential to open brands to millions of viewers every day.
In fact, 60 percent of Instagram users say they have discovered at least one new product on the platform.
Robert pointed out that packaging is about bringing your brand to life in a recognizable way, and said that photogenic, experimental and connected packaging is now a must for brands. And he discussed why socially responsible packaging should be a priority in retail.
Make your messages and your design unforgettable
It is important that you align your brand message with the materials and colors used. Bold and minimalist designs communicate your brand message efficiently because they are easy to read and have the greatest impact.
Social media is fast-paced and full of content. There is a lack of airtime and brands are struggling to stand out as people scroll down their feeds. Regardless of whether it is a logo, a font or a color, brands must clearly identify themselves.
Luxury brands like Gucci make a statement with their double and mirrored GG emblem, while Tiffany & Co. are known for their turquoise branding. In fact, the company has just opened Europe's first "blue box" café and taxis in Harrods, Knightsbridge. The immersive and eye-catching interior exudes luxury and creates the illusion that you are dining in one of the brand's famous jewelry boxes.
Although it does not include the slogan "Because you are worth it" in every post, it is an internationally recognized catchphrase coined by the Parisian beauty brand L & # 39; Oréal. It is a thoughtful celebration for women and is still associated with their products today. In a recent Valentine's Day campaign, the Rogue Signature lip stain showed a “Worth It” heart in the picture.
"If you removed the brand name from these retailers' products, an audience would still know who they are from these other recognizable elements. Brands need to look for clever ways to do this across their packaging so that no matter who publishes their brand on social media, they are a familiar face to customers, ”said Robert.
In the FMCG sector, McVities Jaffa Cakes, using a large, powerful orange peel font, implemented an iconic image on their packs using the full moon, crescent, total eclipse methods to eat a Jaffa cake. It comes from a 90s TV ad that mimicked the eclipse, and the brand is now using it as a visual communication tool that has an emotional connection with the customer as people think about what personality traits they have within the four Jaffa Cake eating styles ,
"It's a repetitive strategy that means that people have associated their brand with the entertaining image and the entertaining messages on the box for years. It encourages people to recreate the eating styles in photos on social media."
Customers are marketers – give them an experience
User-generated content is authentic and appeals to users because it is created by someone other than the brand. Not to mention saving you time and money when your customer becomes a marketer.
“Packaging must have a“ wow ”factor in order to tempt the user to take photos or video. Building anticipation and excitement when opening a gift or product is just as important to the customer as the product inside. "
Unboxing videos, for example, have taken the internet by storm and collect millions of views every day. YouTube, Snapchat and Instagram stories in particular have become real-time platforms that present these experiences to a large audience. It's just adorable to open a nice package and discover its content that makes people share this moment with others.
People trust other people, and social media creates an efficient electronic word-of-mouth marketing platform and natural support that, unlike an ad, appears to be true to life.
Using social handles can increase your virality
Brands need to encourage customers to follow, share, and interact with them on their own social media. By cleverly adding hashtags and handles to your packaging, you create a call to action that makes you instantly findable. And people can make a new purchase through your buyable feed if you bring them straight there.
If a package is personalized, it can also be shared better because it becomes part of the customer's own brand. By customizing the experience on a pack, the recipient feels special as if they were part of your business. You just have to watch Coca-Cola's hugely successful Share a Coke campaign, where people literally went to the store to find, buy, and share their "personalized" Coke.
Create intelligent or networked packaging
With consumers spending more than three hours a day using their mobile devices and the e-commerce sector on the upswing, packaging needs to stay digitally connected and promote the return to the brand online.
The Japanese skin care brand Skin Aqua took advantage of the social media culture and personality of its customers and reversed the information on its packaging so that it was read correctly when buyers took a selfie.
More recently, L’Oreal has partnered with ModiFace, an augmented reality beauty app that allows consumers to try their makeup on the phone’s front-facing camera before buying it. By telling their customers about the app about their packaging, they were able to retain and win new customers.
There are many ways that brands can ensure that their packaging is “connected”. For example, scannable QR codes offer a variety of traceability and interactive elements. It extends the capabilities of the package and allows consumers to easily access product quality information, reorder items, watch videos, read advice, take part in competitions, and even get personalized communication and customer service.
The influencer and ambassador effect
Imagine your packaging not only in the hands of customers, but also in the hands of paid marketing professionals. Social platforms are the center of the influencer community. Paid to appear in sponsored feeds, place products on their own channels, and become endorsers and ambassadors; They create highly curated content for the brands they work with.
MatchesFashion's eco-friendly marble effect packaging is so beautiful and reusable that Instagrammer and Pinterest users want it to be part of their styling shots. For example, interior design influencers reuse the packaging to design their shelves and desks as storage rooms and as a background for various other lifestyle apartments.
“The packaging effect for a socially motivated generation is that you become stylish and your brand is deliberately included in every photo. It gives the consumer a feeling of exclusivity and brings your brand to the masses, ”added Robert.
“Increasing brand awareness and generating new customers is only one advantage for the added value of social media-based packaging. It can also prove to be an important research method, brands can inform themselves about their customers' social media and buying habits and adapt the presentation of their products in the future. "