The first thing a
shopper notices online is not
the packaging or the
product, but the image of the packaging or product.
In that sense, you must focus
on the quality of your
online images to convert sales.
Pay for a professional photographer to not
only take the photo, but
touch it up so the lighting and
realism is clear. Or consider hiring a graphic designer to professionally brighten,
sharpen and enhance the images
you already have.
The primary product photo includes the
exterior packaging with
examples of the interior
product fully visible on a
plain white or grey
background to optimize contrast.
Shadows should also
be minimized or eliminated.
Secondary photos
should include close-ups of
your treats, also on a
minimal background, making it
clear what's included
in a purchase. If you
have the budget, the next
set of photos should include
“lifestyle” perspectives of the chocolates or candies opened or being enjoyed.
Center your product in
the photo and make it as large as it can safely fit in the dimensions required for your
shopping site. The closer to the edge, the larger it will appear in
the search results on your site, making it more likely to be
clicked.
Compare with Competition in Search Results
When consumers shop,
they often use the search bar to find what they want. Imagine the search results page
to be a retail store shelf. You want to be sure your packaging
design and product images help
your products stand out among the competition online.
Before you embark on a
packaging redesign, enter search terms into a shopping platform and look at what
the consumer will see when they
quickly scan search results. The human eye notices color, shape, symbols and text, in that
order. Both the packaging structure and artwork should utilize
high-contrast colors and shapes
should be bold and unique.
If you only sell
products on your website, consider how each item looks on your own site as customers browse
or search. Are product flavors or callouts clear enough that a
consumer is able to distinguish differences between each of the
items listed? If you sell on other
e-commerce sites the same is true—if all chocolate boxes in the category are white and
brown, how can you stand out
so consumers notice and evaluate your product over the competition? Choose bold
colors and unique shapes—adding
a bow or incorporating a photo with a different placement of your chocolates will draw
the eye.
Use Secondary Packaging to Grab Attention
Oftentimes online
purchases are decided based on the
product images on your
website. After an order is placed, your brand may go unthought of until
that lovely unboxing moment, when
the customer opens the
package upon arrival. Additional
packaging is a billboard for advertising your other products, telling
your brand story or inviting them to engage with your larger community of
fans online.
Printed inserts can
provide a quick reminder to get customers back to your website and to engage on your social
media pages. Custom tape on
the outside of the box reminds them of the inspiring story of your brand or product. Although there is
extra cost involved to
print secondary packaging elements, these
elements can increase sales
volume and help you capture repeat sales.
Consider secondary packaging as a marketing
expense instead of a
packaging expense to keep
existing customers coming back
for more.
Selling your confections is an art form in itself and there are unique elements of the online shopping experience that influence best practices in packaging design. By utilizing these tips, you can make a difference in how consumers view and engage with your products, allowing you to achieve even better sales.
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About Emily Page: Emily has managed and launched multiple 7-figure product brands in Costco, Williams-Sonoma, Kroger, and Amazon as a Business Growth Consultant and CEO of Pearl Resourcing. She’s bringing you the expertise, resources, and mentors you need so that you can develop products and make them sell in her blog articles and her START TO SOLD YouTube channel and blog.
