3 Steps to Creating Effective Packaging for Small Businesses & Etsy Shops
When it comes to starting your own product-based business, there are so many factors involved in getting everything off the ground that packaging considerations often fall to the wayside. Though it’s easy to avoid, it’s an area that can really increase the perceived value of your product overall (especially if you have a strong visual brand identity to back it up). Exceptional packaging isn’t just for big-time retailers either. Even small improvements to your packaging can make the experience of unboxing or interacting with your product more enjoyable for your customers which can in-turn lead to greater word-of-mouth marketing.
How many times have you received a package in the absolute cutest packaging and snapped a photo for social media? How do you feel after you place an order on Etsy and then receive a package that includes the most thoughtful handwritten thank you card? Are you more inclined to leave a positive review because of it? I know I am!
Creating an effective and memorable packaging experience that improves the perceived value of your products, elicits positive emotions, and elevates your brand doesn’t have to be hard. Here are 3 steps to help you create effective packaging for your small business or Etsy shop:
01. Form must follow function
Though there are many fun packaging ideas and designs out there to get you inspired, it’s important that you don’t just chase the latest fads. Before you start making packaging decisions, first determine what unique structural considerations need to be addressed via packaging as well as MUST be communicated clearly to your customer. Additionally, you’ll need to consider the legal requirements for your specific product and make sure your packaging addresses them as well as highlighting any key features the product might have. Lastly, you’ll need to figure how to infuse your branding into the packaging system you’re creating. This is a VERY high overview of what packaging entails but it should help get you moving in the right direction.
02. Develop a packaging system aligned with your branding
This, of course, includes using all of your visual brand assets and following your brand guidelines. However, if you want truly effective packaging, you have to take it beyond the visuals. How can you communicate your brand values through your packaging decisions? How can you utilize your brand voice and messaging strategy to your advantage on your packaging? What emotions do you want the product to elicit overall and how can you use packaging to accomplish this? 🤔
03. Create a scalable system
If you plan to expand your business to multiple products, create a packaging framework that can be applied to all product lines while maintaining brand consistency. Additionally, packaging doesn't haven't to be an all-or-nothing affair. You can start small buy printing labels at home, ordering tissue paper in your brand colors, and getting some custom stickers at first. Over time, you can add more branded touch points as your sales and budget allow. 💰
The image above is a sneak peek at some branding and packaging work I've had the honor of working on for Martha May Vintage. While we determined that custom boxes didn't make sense at this juncture (due to the lack of uniform size that comes with selling curated vintage goods), we did move forward with custom stickers (@stickerapp) and custom tissue paper from @noissueco. Packaging doesn't have to be overly complicated to be successful. If you need help with your packaging, I’d love to chat!