Get a Jump Start on Holiday Bows with this Innovative Solution

We all know a beautiful bow can be the perfect finishing touch to any gift. Crafting enough bows to keep up with needs during a busy holiday season can seem like a daunting task. We recommend getting a head start on making your holiday bows during the slower summer months.  

Some candy makers make hundreds and even thousands of bows for the Christmas season alone, so tackling this task ahead of time is essential. But what do you do with your inventory of bows in the meantime? Storing them in boxes and totes can take up valuable space, while resulting in smashed bows that take more time to fix.

As a solution to this problem, Dietsch Brothers of Findlay, Ohio uses 16-gauge steel wire, to create round wire frames to serve as “bow wreaths” and strips of wire to form what we call “bow garland.”

Photos courtesy of Dietsch Bros.

A single bow wreath can hold 40-60 wire-ribbon bows, which Dietsch Brothers hangs in between aisles and at the end of shelving units in back rooms that are unoccupied during the summer. For the wire-ribbon bows, they keep an extra roll of ribbon to make the ribbon tails. Once it’s all assembled, they cut the tails and add finishing touches to make each ribbon perfect.

The bow garland is utilized for more delicate bows made of sheer ribbon. Their team can string 90-100 sheer-ribbon bows across the wire “garland,” which hangs from the drop ceiling. Each garland is labeled based on what product the ribbon is intended for. For as little as $5, you can purchase 100-feet of steel wire at a local home improvement store.

Carving out small chunks of time to craft beautiful holiday bows throughout the summer helps save Dietsch Brothers precious time and this innovative way of storing bows not only saves space it also means time isn’t wasted with re-shaping bows during the heart of the bustling holiday season.

Want more ideas like this? Attend RCI’s 2024 Annual Convention & Industry Expo to meet industry suppliers and candy makers! Register now to join us in Buffalo, New York June 17-21, 2024! Save with early-bird rates available through April 26, 2024.

Crave more? Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

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3 Ways to Maximize Sales with Packaging

 

Packaging serves many purposes, from providing protection to conveying one’s brand and marketing message. Unique and distinctive packaging can be a powerful tool allowing you to differentiate your product, increase sales and create an emotional connection with customers.

Fazio’s Chocolate uses this custom gondola-inspired box to represent the founder’s Italian heritage.

Pique Interest
Creative packaging provides an engaging visual experience that can help to pique shopper interest and make them more likely to purchase the product. Unique packaging can also act as a form of advertising, drawing attention to the product and helping it stand out from the competition.

 

Peterbrooke Chocolatier’s bold brand colors are used with consistency in their packaging, stickers, bags and bows leaving little doubt that customers know they’re in for a treat when they see bright pink and blue packaging.

Brand Recognition
Distinctive packaging can also help to increase brand recognition. Customers are more likely to remember and recognize a product if it has an attention-grabbing packaging design. By utilizing clear and consistent branding, customers will be more likely to recall your product when looking to make a purchase.

Reid Candy & Nut Shop’s strong local ties are evident in their use of imagery that represents the community they've been a part of since 1971. 

Emotional Connection
Finally, packaging can be used to create an emotional connection between customers and the product. By using packaging that evokes a feeling or sentiment, it can help you create an emotional bond with customers, which can lead to increased sales and build customer loyalty.

Looking to level up your packaging? Check out RCI’s Buyer’s Guide for a list of trusted confectionery packaging suppliers. RCI members must login for direct contact information. If you’re not a member of RCI and you would like to request contact information for RCI’s packaging supplier members, contact our office at 417-883-2775.

Crave more? Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

How Packaging Affects the Shelf Life of Confections, Part 3

We all know even the very best confections don’t stay fresh forever, but did you know your choice of packaging could either be helping or hindering your fight for freshness? While packaging is often selected for visual appeal, it can impact the shelf life of your products.

Understanding how packaging affects shelf life can help you better serve your customers and your bottom line. As the final post of this series, we’ll continue to share insight from RCI member Randy Hofberger of R&D Consultants on how to prolong the shelf life of your confections with the right packaging. Missed the first two posts? Read Part 1, followed by Part 2.

This week we’re exploring the effects of moisture on confections and what to look for when sourcing barrier packaging that can keep crunchy products crisp and soft items from becoming dry—plus, tips for avoided unwanted moisture when shipping products.

Managing Moisture

Like with light and oxygen, moisture can wreak havoc on confections. No consumer wants soggy brittles and toffee or dry truffles and creams. Even worse, the presence of excessive moisture can create a breeding ground for bacteria and mold.

A good moisture-barrier film can play double-duty by retaining existing moisture while also keeping unwanted moisture out. Ask your packaging supplier to share the oxygen and moisture permeability values for their products. According to Randy, foil is an excellent barrier for both oxygen and moisture; cellophane is fairly good; polyethylene is fairly good for moisture, but it is poor for oxygen. Watch out when packaging products in shrink wrap or a cardboard stock box, as these materials are basically providing dust covers and not a lot of protection from moisture and oxygen.

Many films have layers to give the best protection and visual appeal. This is often seen in flow-wrapped items. The bars can be cohesively sealed (cold flow) or heat sealed. If heat sealed is used, be mindful that excess heat is not used to de-temper the chocolate. Metalized wrap offers great protection, but has the disadvantage of not being metal detector friendly.

Shipping Considerations

When shipping or distributing items, acknowledge that conditions may be different than on your premises and are out of your control. It is always good to specify the target temperatures and relative humidity to your distributor. If shipping items with ice packs, it is best to wrap both the ice packs and the confections to prevent damage due to condensation.

We want our customers to enjoy the wonderful candies that we have created. This requires a candy that is tasty to begin with; it is formulated to have a good shelf life for texture, flavor and micro stability; it is sold and consumed within its shelf life and finally the candies and the packaging are appealing to all. This will result in having satisfied customers and continued strong sales.

Crave more? Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

How Packaging Affects the Shelf Life of Confections, Part 2

We all know even the very best confections don’t stay fresh forever, but did you know your choice of packaging could either be helping or hindering your fight for freshness? While packaging is often selected for visual appeal, it can impact the shelf life of your products.

Understanding how packaging affects shelf life can help you better serve your customers and your bottom line. As part two of a three-week series, we’ll continue to share insight from RCI member Randy Hofberger of R&D Consultants on how to prolong the shelf life of your confections with the right packaging. Missed last week? Scroll down or click here to read it first.

This week we’re exploring how to slow rancidity caused by exposure to oxygen. Oxidative rancidity happens when oxygen and unsaturated fats produce rancid odors and flavors. Having a good oxygen barrier coating will reduce oxygen from entering the package. However, a good oxygen barrier is only affective if the packaging is properly sealed. Additionally, if there is oxygen in the head space of the package, oxidative rancidity can still occur.

Test your seal
The best packaging doesn’t mean much unless it is properly sealed. Packaging should be evaluated to make sure there is proper seal integrity. While there are more sophisticated tests, a simple squeeze of a sealed bar will indicate that you are doing things right if the packaging stays “puffed.” Twist wrapped items don’t have a lot of protection unless there is an outer bag or container to keep things sealed.

Toffee is generally more susceptible to oxidative rancidity, which is why it is often nitrogen flushed or vacuum sealed to exclude oxygen from the package. Having a good oxygen barrier also helps prevent off-odors from entering your packaging (think when lemon candies are placed next to coffee or mint-flavored candies). Also, a good oxygen barrier package will reduce the amount of flavor notes leaving the package.

Take a Control Sample
How do you take a control sample to see if your packaging is the cause of a shorter-than-desired shelf life? First, place finished product into a sealed plastic bag and then into a sealed glass jar or container. Next, compare it to the shelf-life of your standard packaged product on a regularly scheduled basis. If there is a significant difference in how quickly your product ages in your standard packaging, it may be time to make a change to your packaging.

As was discussed in the previous blog post, limiting exposure to sunlight can prolong shelf life, as will reducing oxygen exposure and adding an oxygen barrier to your packaged products. Next week, we will explore how to utilize packaging to slow the effects of moisture exposure, plus compare the efficiency of different materials as barriers for both moisture and oxygen.

Crave more? Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

How Packaging Affects the Shelf Life of Confections, Part 1

You have just made some of the best confections known to Candydom, but you also know that fresh-from-the-kitchen flavor doesn’t last forever. What’s a candy maker to do? Understanding how packaging affects the shelf life of your confections can help you better serve your customers and your bottom line. In part one of this three-week series, we’re sharing insight from RCI member Randy Hofberger of R&D Consultants on how packaging can positively or negatively affect the shelf life of your products.

While packaging is often selected for visual appeal, it can impact the shelf life of your products. When choosing packaging, factors like light, oxygen and moisture can significantly reduce the shelf life of your products. This week we’re exploring the effects of light and how two different types of packaging could be helping or hindering your fight for a longer shelf life.

How Light Affects Shelf-Life

Exposure to light can reduce the shelf life of confections by causing photolytic oxidation to occur when ultraviolet (UV) light reacts with unsaturated fats to develop off-flavors.

While the sun is the strongest source of UV radiation, fluorescent lightbulbs produce a considerable amount of UV radiation—albeit far less in comparison to sunlight. As a general rule, the hotter the filament, the more UV it produces. LED and incandescent bulbs produce the least amount of UV.

Which Packaging Beats Harmful Rays?

Opaque packaging can offer some protection from the effects of light/UV, moisture and odors.

Clear packaging has the advantage of allowing the consumer to see what they are buying; however, it has the disadvantage of allowing photolytic oxidation to occur. Clear packaging will also, in certain cases, cause bleaching/fading of colored coatings or white chocolate.

Ironically, the clear solution is not clear at all—because it's opaque! If you’re lucky enough to have lots of natural light in your retail shop, it may be in your best interest to invest in opaque packaging to protect your products from the sunlight. With that said, we're not against clear packaging by any means! If you do opt to use clear packaging, or packaging with a clear window, keep sunlight exposure to a minimum to help maximize the shelf life of your products.

Next week, we will explore how to utilize packaging to slow the effects of oxygen exposure, plus a simple way to test the effectiveness of your packaging.

Crave more? Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

Create Your Own Gourmet Hot Cocoa Mix

People were drinking chocolate as early as 500 BC. Granted the chocolate in their cups was far different from the hot chocolate we are familiar with now. Today’s version is much sweeter and typically includes milk. Since the introduction of hot cocoa bombs, the popularity of this classic hot beverage has, well, exploded! Pun intended.

We’re not telling you to jump on the hot cocoa bomb band wagon (although that has proven to be a successful product for many candy makers), but if you aren't currently offering hot cocoa mix to consumers, you could be missing out on a sweet sales opportunity. This week, we’re sharing tips for creating your own brand of gourmet hot cocoa mix (including packaging ideas) and a few creative flavors which could be applied to your packaged hot cocoa mix or inside hot cocoa bombs.

Creating Your Own Hot Cocoa Mix
To start, consider crafting a hot cocoa blend that mirrors or complements the flavor notes of the chocolate used in your signature chocolate products. Naturally, your customers will expect a familiar chocolate flavor experience they likely have become accustom to with your chocolate confections. Contact your chocolate supplier to source a cocoa powder that is similar to your chocolate and ask for recommendations. Some chocolate suppliers have their own variety of sweetened cocoa powder for hot chocolate, but if not, you will have to add sugar (keep reading for more details). Don’t fret if you aren’t able to match it exactly, you might consider adding chocolate shavings to your mix to achieve a closer flavor profile. If you do add chocolate shavings, make sure to note this on your packaging and in your product description as it will be seen as added value by consumers.

To make your own gourmet hot cocoa mix, all you need is the unsweetened cocoa powder of your choice, a lot of sugar and a little salt. Experiment to find your perfect blend, but we recommend starting with 1 cup of granulated sugar to every ½ to ¾ cup unsweetened cocoa powder, plus ½ teaspoon of salt.

Some recipes call for the addition of powdered milk; however, consider how this may exclude those with dairy allergies and sensitivities. If you do leave out milk powder, direct customers to only use your hot cocoa mix with milk or their favorite dairy alternative (not water) or they will not achieve the desired results (water + chocolate = never a good mix). This will also ensure their cup of hot cocoa from you, tastes at least 10 times better than most hot cocoa mixes on the market.

Photo credit (clockwise): Dandelion Chocolate, Graham’s Fine Chocolates, Pioneer Woman, Kakao Chocolate

Packaging Hot Cocoa Mix
Anyone familiar with hot cocoa mix from the grocery store is used to the individual portions in an aluminum foil packet. Premium or creative packaging can help sell your gourmet product for you. No matter how you package it, do so it a way that communicates the quality of your product.

Resealable Bags
Resealable bags with a label allow hot cocoa lovers to make as much or as little hot cocoa as they’d like and seal it for freshness.

Tins
Tins are a classic vessel for packaging hot cocoa and certainly convey a high-end look and feel.

Glass Jars
Glass jars play communicate a sense of craftsmanship with the added benefit of allowing the consumer to see the contents. This is an especially great option for mixes with inclusions like chocolate shavings or chunks, marshmallows and etc.

Creative Containers
Let your creativity lead the way with all the fun packaging options out there! We like how RCI Member Kakao Chocolate of Maplewood, MO uses Chinese food takeout containers to package their hot cocoa mix. Each box is tied with a colored ribbon designating the variety of hot cocoa mix enclosed. See pictured above.

Hot Cocoa Flavor Ideas
It’s hard to beat the original, but if you’re looking to pump up the flavor in your packaged hot cocoa mix or inside your hot cocoa bombs, here’s some ideas.

Double Chocolate Hot Cocoa
Simply add chocolate shavings or chocolate chips to transform your original hot cocoa to double chocolate.

Peppermint Hot Cocoa
Take this classic flavor to the next level by adding crushed peppermints and pairing it with a couple mint meltaways or patties either in the package or packaged separately. 

Peanut Butter Cup Hot Cocoa
Appeal to peanut butter lovers by adding peanut butter chips or shavings of peanut butter confectioners coating to your hot cocoa mix for a crunchy, melty surprise.

Chai Spice Hot Cocoa
Sipping a cup of hot cocoa mixed with chai spices is as cozy as wrapping yourself in a warm and fuzzy blanket. Check out this recipe.

Photo credit: Graham’s Fine Chocolates

Marshmallow Hot Cocoa
If you make your own marshmallow, this is a great opportunity to add value to your product. We like how RCI Member Graham’s Fine Chocolates gives online shoppers the option to buy their hot cocoa tin and homemade marshmallows together or separately—so if you want to add an extra bag of homemade marshmallows you can.

Creating your own gourmet hot cocoa mix is a great add because it’s super easy to make and ship (it doesn’t melt—hey-oh!), it makes for a great gift and, well, it’s hot cocoa! Cheers to hot cocoa season! Tag us on Facebook @retailconfectioners and share a photo of your gourmet hot cocoa!

Crave more? Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

Are your packaged products FDA compliant?

Requirements for the nutrition facts label on packaged foods were updated in 2016 to help make it easier for consumers to make better informed food choices. As a producer or seller of food products, businesses of all sizes are now responsible for listing the contents of their products. Unfortunately, with an extensive list of updates to the nutrition facts label, plus a global pandemic thrown into the mix, meeting the requirements has not been an easy task for many manufacturers over the last few years.

Although the FDA announced it would work cooperatively with manufacturers, as of February 2021 (read more), it’s important your business is compliant and prepared for the FDA to begin enforcing label requirements. Keep reading for a refresher on such requirements, as well as answers to common questions and actionable steps to ensure your nutrition labels are compliant.

The what if?

If a new customer comes into your store and purchases a product without a label on it, how are they to know if it contains potential allergens? If they are allergic to an ingredient that is not listed, who’s at fault, the consumer or business? A food label with proper nutritional information serves as insurance to the business, and also notifies the consumer of a potential health risk. Without proper labeling, similar items can get shuffled on a shelf and become a guessing game of what’s inside.

Who needs it?

All too often business owners believe they are too small in production volume to require labels on their products. However, if you are selling product to a customer that they can pick up and bring to the register, the product must be labeled for the protection of the consumer and your business. Proper labeling must include a product name, ingredients/allergen statement, sell by date, and weight using a minimum of 6-point font. Well-labeled products allow the consumer to make an educated decision on whether the product will adversely affect their health by consuming it.

FDA Nutritional Label Changes in Effect

Manufacturers with $10 million or more in annual sales were required to update their labels by January 1, 2020; manufacturers with less than $10 million in annual food sales were required to update their labels by January 1, 2021.

The FDA website provides an in-depth explanation of the new nutrition label requirements, but for now, here are the important points producers need to know to ensure they are on the right path to label compliance.

Pictured above is the original nutrition facts panel on the left and the revised issue. Notable changes include larger serving sizes, added sugars and a footnote defining daily value.

FDA Nutrition Label Revision Explained:

Easy Access to Information

• The well-known look of the nutrition label will remain the same, but important updates will be made to ensure consumers have all the information they need to make mindful decisions about the food they buy. These changes include increasing the type set size for data like calories per serving and serving size.
• Food producers will be responsible for declaring the actual serving amount and percent daily values like calcium, vitamin D, iron and potassium.
• The label footnote will be revised to better define what daily value means, “The % Daily Value (DV) tells you how much a nutrient in a serving of food contributes to a daily diet. 2,000 calories a day is used for general nutrition advice.”

Serving Size vs. Package Size

• Certainly, one of the most interesting changes to the FDA nutrition label updates is the serving size requirements. Until recently, serving sizes were determined based on amounts of foods and beverages that people “should” be eating. Moving forward, nutrition label updates must reflect the amount of food people are “actually” eating. Serving sizes have changed since they were suggested and published in 1993, with individuals eating larger single-serving portions.
• Many packaged foods are generally consumed in a single serving, though intended for several servings. The FDA requires packaged foods to list nutritional information for the total consumable package, apart from the recommended serving size. An example of multi-serving products generally consumed in a single serving would be “Big Grab” potato chips and packaged nuts. This new label format is termed “dual column” and aims to help consumers better understand portion sizes.

Next Steps: Reviewing & Editing Your Labels

Reviewing your product labels may seem like a daunting task depending on the number of items that you produce. It’s important to review any recipes that have changed in the past, or ingredients that have been substituted to make sure that they match on the label. Review and edit your labels in small groups to make the process of additions and revisions much more manageable. Here's some more tips to consider while updating your labels:

• Make sure each label is legible, ingredients should not be hidden or use smaller than six-point font.
• MUST HAVES: product name, net weight, sell by date, and ingredients that can be clearly read.
• Items do not have to be labeled if a product is being served to the customer from behind/over the counter.
• Software is available that will allow you to input recipes and ingredients to produce a nutrition fact panel. Look for software that is compatible with your current method of printing labels.
• Shelf talkers, or product information listed on the shelf is not a viable means of labeling products. This refers back to items being shuffled on shelves.
• Being transparent with customers on ingredients and contents is always a best practice.

Applying an accurate and up-to-date label to your products will not only help you remain in good standing with the FDA, but also help strengthen your brand and provide your customers a sense of security.

Crave more? Click here to subscribe and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

3 Expert Packaging Tips to Rule Retail Sales

Want packaging that will help you rule the retail scene?! Keep reading for 3 fresh tips from CEO of Pearl Resourcing, Emily Page, to help your brand capture consumer attention and gain more sales.

Define Your Brand and Stick to it
Higher margins and customer loyalty is about defining your business as different and valuable among the competition through your product and the visual cues in stores and on packaging that help a customer identify you.

It’s important to utilize a brand guide, so every year and season your packaging stays within the visual guidelines. A brand guide will also make your brand recognizable over time and build brand equity. Don’t design in a vacuum on a computer without considering the existing line-up, and don’t design a single product alone. If you do, you may not realize its compromise on your brand image or store aesthetic.

Brand value comes when customers recognize your brand quickly through visuals, so you must be consistent to increase your value. Consistent color pallets in a store are soothing and attractive to the eye, yet contrast attracts attention. It’s a delicate art form, best advised on by a talented brand director to set the tone. Ask your art director to create a brand guide for all packaging design and store merchandising to follow. Then your whole team will be clear how to keep consistent in their independent projects.

Photo credit: Lolli and Pops

Design with In-Store Merchandising in Mind

When selecting packaging, consider how it will all display in store before you buy. People buy gifts for themselves or others to feel special—packaging adds to their “special” experience. Take customers on a journey by curating the in-store display with themed colors and shapes. When consumers are in your store, contrasting colors grab more attention than you realize, so even contrasting colors must be in harmony within a similar color family.

Take the time before you embark on a new design and consider what is working in your store. What items sell out? What do your employees say your customers are always asking for? Design with customer requests in mind. Pick complimentary and contrasting colors to use across your entire product line to create consistency. Display products to create visual variety, with a focus on unique shapes or colors, for giftable items to result in higher perceived value and acceptable price.

Photo credit: Pearl Resourcing

Drive Customers Back to Your Online Community
You want every first-time buyer to not only love your product, but also buy from you again. Make it easy for them to find you by including your website and exact social media handles on your packaging (don’t just use the social media icons, this creates opportunities for spelling errors). Focus on a maximum of two or three social media platforms for customers to engage with you. They can learn more on your website.

Recapturing existing customers is always less expensive than acquiring new ones. Offer a coupon code to first-time buyers to encourage return online orders, allow them to familiarize themselves with your products and memorize their favorites. One sale can easily turn into two with very little investment.

Be sure to curate your e-commerce and social media experiences, so the brand story continues to impact their minds and hearts. You don’t need to post a lot, but it should be professional. The easiest and least expensive way to curate great content is to re-post fan content on social media. Encourage high-quality photo sharing by giving a discount code or free product to fans with the best photos. Or send free samples to influencers with an already clear fan following in your region, in exchange for a set number of high-quality photos you can use to get the best both diversity and social proof.

Understanding the unique elements of the retail shopping experience will help you make better branding decisions when ordering or designing packaging for your products. 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.

Crave more? If you like what you read here, look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

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.

http://emilyannepage.com

http://pearlresourcing.net   

http://youtube.com/c/starttosold/

3 Expert Tips for Optimizing E-Commerce Sales

Did you know what grabs consumers’ attention in stores, is not always the same for online? Keep reading for 3 fresh tips from CEO of Pearl Resourcing, Emily Page, to help make your product stand out online and gain more new and return customers.

 
Photo credit: The Madelaine Chocolate Company

High-Quality Photos + Mock-Ups

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.

Crave more? If you like what you read here, look for the "Subscribe now" box on the right to enter your email address and start receiving weekly tips, like this, delivered straight to your email inbox. RCI's blog is just one of the many resources we offer to help candy makers refine their craft and build upon their business and marketing practices. Follow us on Facebook for even more sweet inspiration.

Not a member? Click here to learn how RCI can help you build your sweet business.

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.

http://emilyannepage.com

http://pearlresourcing.net   

http://youtube.com/c/starttosold/