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Small Business Owners Share How #smARTpackaging Impacts Their Business
Last updated on January 19th, 2022 at 05:19 pm
Fact: Packaging influences consumer behavior.
A study by the multinational market research firm, Ipsos, will tell you that 72% of American consumers consider packaging as a determining factor in their purchasing decision.
The statistics underline what we already know and experience—we, as consumers ourselves, buy with our eyes. As such, we often gravitate towards packaging that looks professional, secure, and provides clear product information.
With this insight into consumer trends, many small businesses are taking action by investing more time and thought to elevate their packaging design.
People put a premium on packaging. Social media has become a good source for us to gauge how shoppers respond to subscription box offers, product packaging, and personalized promotional essentials.
Having featured hundreds of UPrinting customers on our social channels, we observed that attractive packaging (from boxes and pouches to sleeves and stickers) enjoys more engagement from followers and generates curiosity from potential customers.
Following this lead, we decided to dive deeper in an attempt to better understand what drives the UPrinting Community to invest in customized packaging for their brands.
So, we launched the #smARTpackaging campaign and asked small business owners how packaging impacts their business. Read on and we hope you learn a thing or two from them.
B. Vain Jewelry
Bradley Miller, the owner & creator of B. Vain Jewelry wanted to create packaging that is a reflection of his brand—which he did and quite successfully at that.
Without breaking the bank, he turned simple kraft boxes into gift-ready items by adding custom printed wraps with neutral, calming, shell-patterned designs. The patterns represent the shells, pearls, and other natural materials that he incorporates into his handcrafted jewelry.
Asked about how his packaging helps his brand and customer base grow, he answered:
“My packaging helps my business because it’s aesthetically designed to turn each order into a gift. Every customer knows that whether they are purchasing from my online shop for themselves or someone else, their purchase will arrive beautifully wrapped.”
Bradley’s advice to other businesses who also want to upgrade their packaging is to “take your time to think about what your business stands for and the image you want to convey to your customers.”
“You want to make sure that your packaging matches your business as a whole. Color choice, design, and tiny finishing touches all matter. You want your customers to think of your business and entice them to shop again every time they see your packaging.”
B. Vain Jewelry offers fun and sophisticated handmade beach-inspired jewelry that promotes individuality and self-care. Shop their pieces on www.bvainjewelry.com, and follow B. Vain Jewelry on Facebook and Instagram.
Founder and creative director, Lauren Ordonez tells us that their box design is inspired by Latin America’s kaleidoscope of cultures and chiefly represents the beautiful spirit of Colombia, where they began.
Being a sustainable jewelry brand, she shares how important it is for their packaging to be renewable, recyclable, and sustainable.
“This respect for the environment and global well-being informs everything that we do,” she shares.
A striking aspect of their box design is the bold and colorful geometric pattern which also depicts how AKAPELLA values connection – with the planet and among ourselves.
“The geometric design is a representation that we are all greater than the sum of our parts. That we are all connected in our hopes to sustain the planet and the individual together.”
This connection also applies to how AKAPELLA interacts with its customers, with packaging at the forefront of delivering exceptional customer experiences.
“The packaging is the client’s first tactile experience with the brand. The care we put into designing the box reflects the care that we put into all of our products. It lets the client know how important the small details are to us.”
Lauren’s motivation and careful consideration for AKAPELLA’s custom boxes is a learning opportunity for other small businesses. She was generous to impart how to establish brand value with every unboxing—and it starts with the right intention.
“There is no difference between your brand and your packaging. The box that lands in your customer’s hands are your one chance to make a first impression. Make it count.”
For Thinking Panties founder, Fabiana Pascali, aesthetics is not the be-all and end-all of packaging. There’s product protection to prioritize as well.
Fabiana spent years perfecting the concept of her business and was hands-on in every step of its development, from registering the brand to choosing the right product packaging.
With equal consideration to both design and functionality, custom pouches became her product packaging of choice. How does this add value to her business?
“Good packaging protects your products and when on top of that it is eye-catching, your customers will definitely notice.”
Fabiana’s years of unwavering enthusiasm to realize her idea motivates her meticulous attention to detail. She tells us, “I think that when you put work, money, and energy in a product you love and believe in, every detail counts.”
And because we’re here to learn from these amazing entrepreneurs, we asked her what packaging tip can she impart to us all. Fabiana reminds us never to overlook the importance of making a good first impression.
“As the saying goes, “There’s no second chance to make a first impression.” I would recommend to all creators out there to invest a little money and design a visually interesting presentation.”
Gold Tooth Designs
Custom packaging can be expensive. But for Valia Sammarco, the creator of Gold Tooth Designs, it’s worth the investment. ⠀
Like many small businesses, Valia started her brand with limited resources. Her hard work eventually paid off and Gold Tooth Designs grew over the last year. She now shifts her focus to creating cohesive branding and packaging for the business.
As to why these matter in this stage of her business, she shares:
“I think it’s important to be consistent and cohesive. Having custom packaging does exactly that.”
With eyes set on her goal, Valia expands her product line and begins adding custom packaging touches to her customers’ orders, starting with her pouch toppers.
“My pouch toppers are the perfect final touch to my packaging. It adds color and branding in such a simple way while enhancing my customers’ experience. It’s like they’re opening a gift or a well-thought-out package.”
Gold Tooth Designs was inspired by Valia’s career in dentistry and named after the gold crown or the gold tooth, one of the best materials in restorative dentistry. The brand’s gold color symbolizes the gold standard, while purple represents dentistry and dental hygiene.
There are two types of people who buy embroidery kits: the ones who want to try it themselves and those who want to give it as a gift.
This is how Stitching Blooms‘ founder and embroidery artist, Emily Provenzano differentiates her customers. While buyer intentions may differ, the goal for her custom box design is the same—to deliver unforgettable experiences through beautiful and professional packaging.
“I think my custom boxes enhance both experiences. When shopping small, people come to expect those personal touches and beautiful packaging takes the product up that extra notch.”
Emily’s box design draws inspiration from the natural, raw, and varied beauty of wildflowers and their capacity to bloom even in harsh conditions. She thinks they’re a perfect metaphor for how the world should be.
“I gave my designer these ideas and he came up with this box design which takes the inspiration of wildflowers and combines it with modern shapes and my brand colors.”
Her custom boxes received positive feedback from her customers who found the packaging to be perfect for giving away as gifts without needing any extra wrapping.
Before investing in professional packaging, Emily tried to cut corners by DIYing her box design. She tells us that the results fell short from the desired effect.
“As small business owners, we often put a lot of extra time into our packaging to make it professional and trendy. I used to hand stamp plain white boxes with my logo stamp but it did not look as good and honestly didn’t save me very much money. I think the upgrade to custom packaging is totally worth the extra level of professionalism.”