Why is luxury packaging important for marketing?

According to one survey, 52% of customers said they would likely buy from a business again if they received products in premium packaging. Not only that, but 40% claimed they would post a photo of the packaging on social media if it were interesting – this is particularly great for brands as it can help to expand their audience and draw more customers to their products.

With statistics like this, the importance of luxury packaging for marketing should not be underestimated. Within this article, we will discuss further the reasons why luxury packaging is important for marketing.

Luxury packaging should indicate quality and prestige

When marketing a premium product for customers to purchase, it’s important to recognise that customers expect to have the ‘whole experience’ and the packaging is part of that experience. Presentational packaging conveys the quality of your product to the customer, so if a customer pays a large sum for the product, they expect the packaging to be equally exceptional.

This means that the packaging should not only be aesthetically pleasing and elegant to present that sense of sophistication, but also functional in the way it is made to fit the product inside.

A simple brown cardboard box just would not cut it when it comes to a high-end product. Luxury products should be presented in packaging that is neatly presented and looks as prestige as the contents inside. According to several studies, a number of ‘sensory cues’ are associated with luxury and prestige so when consumers recognise these cues from the way you package the product, they will see your brand and product as more ‘luxurious’.

What are the sensory cues associated with luxury packaging?

The sensory cues that your premium packaging should trigger so that it appears extravagant are as follows:

• Tactile: It’s important to utilise a packaging design that consumers can touch, as tactile designs are considered to be prestige. For example, wines or liquors with embossed domed resin labels will look more expensive than those that do not have this feature.
• Olfactive: Relates to the sense of smell, a packaging that smells good will leave a lasting, positive impression. Brand specific scents can be made to maximise the power of olfactive sensory cues and will make your brand even more recognisable.
• Audible: The perceived value of a packaging design can also depend on the amount of noise it makes. For example, when people open a plastic shopping bag they will hear a more high-pitched squeaking sound compared to heavyweight paper bags that are used in more expensive stores.

The packaging speaks volumes about how seriously you take your own brand and if you market the luxury packaging successfully, you will have the customers coming back for more!

Luxury packaging should produce desire to share online

Luxury brands should never overlook packaging design when focussing on aspects like branding and marketing. A good packaging design makes the unboxing experience and the first contact the customer has with the product memorable. If customers are impressed by the product and its packaging, they are more likely to share online on social media platforms. In fact, according to one survey, 60% of customers said they are more likely to share a photo of a product on social media if it was presented in gift-like packaging rather than a traditional brown box.

Through the powers of social media, luxury brands can increase their user-generated content and organic reach by upgrading their packaging design. Just take a look at brands like Cartier, Dior and Chanel who have really nailed their luxury packaging designs! Their luxurious packaging is not only memorable but also easily recognisable and triggers an emotional response with their audience.

Luxury packaging should convey the brand’s message

When marketing premium brands, consistent brand messaging is essential as the packaging is something that is always tied to the brand image alongside the brand logo. Therefore, presentational packaging should showcase your brand and what it stands for, as well as draw attention to your product instead of a competitor’s.  

While there will be many factors that contribute to the desirability of a product, it’s the packaging that has the first point of physical contact with the consumer. This is why it’s crucial that the packaging indicates the high-end quality that is expected from a luxury brand. Packaging design is becoming increasingly more essential as physical touchpoints are held to higher expectations, so it’s crucial to ensure that your premium packaging is designed to impress the masses.

Luxury packaging perfect for marketing from Swiftpak

At Swiftpak, we know how crucial a packaging design is when marketing high-end products. With our packaging design expertise, we will make sure your product receives the attention it deserves whilst evoking a perception of quality, authenticity, and exclusivity.

Contact our friendly packaging team today who will be happy to advise and guide you through every stage of the luxury packaging process, ensuring that your brief turns into a distinguished reality.