The Pretty Factor
Fri, May 7, 2010 I am a sucker for pretty in the worst way! I love great packaging and have been known to spend quite a bit more then perhaps is necessary because of “it”. I like to affectionately refer to “it” as The Pretty Factor! Packaging has the power to evoke emotions and because of this often oversighted fact many have bought more (and even more importantly less) just because of the packaging. To start lets use these two soaps to illustrate my point. On the left we have Softsoap, it’s the bargain brand – about $2 a bottle. Right off I know I can buy it just about anywhere. It’s sensible, it’s plain, it’s practical. Sorry Softsoap, you still serve your purpose hiding in my Pottery Barn soap dispensers, but lets face it, there is a reason you don’t get to stay in that original packaging – you’re lacking that pretty factor. Now Lucia Organics on the other hand - right from the start this packaging evokes emotion for me. It’s luxurious and beautiful. The bottle is sleek and contemporary. A thought pops in my head, this comes from one of those cool boutiques down town that I can never enter because of three unpredictable kiddos, but if I had it… People would think I hung out down there. It seems to scream at me, ‘what’s inside this full sized figure is a lot better then you’re gonna get from that sherbet orange thing- I’m the real deal and I’m worth it.’ Maybe this feels slightly exaggerated to some of you, but for others, you’re feeling exactly what the soap is dish’n out.
Here is another company, we all recognize it, we’ve all heard it referenced before. Why? Because they have done something right! Even if you have never actually been inside Tiffany & Co. you know what to expect – now that’s well branded. And as a reference to packaging I want to point out how streamlined everything is. From the store front to the website, packaging and finally the product, it’s all in perfect coordination.
How is your packaging? What feeling or emotions do you think it’s evoking? I recently designed this case for a wedding. When I sat down to design it, it was with this client in mind. I incorporated their wedding colors, keeping a romantic undertone for the background and I obviously went for a high quality feel. I wanted to offer their disks in a keepsake where they would be reminded of the quality and excellence that I strive to offer. It’s a win-win as this case and the disks inside will both serve as reminders of the excellent experience they had with me, and when they show it to friends and family it will give them one more thing to oooh and awe over! Bringing their thoughts back to… ME!
What I used: CD Case: WHCC, Disk & Case Design: My Own, CD Labels: Avery 8960
What if you’re thinking ‘But I don’t have a budget for packaging!’ Packaging should be part of your COGS (cost of goods sold). I know exactly how much each box, ribbon length, tissue paper and every other miscellaneous embellishment costs. I calculated each of these so that I know what my actual cost is and from there I can determine a profitable pricing structure. At first I couldn’t afford to buy in bulk so I purchased the packaging offered by my lab. But as I grew I was able to buy from the source and drastically cut my COGS down even with customizing it to my own style. The key point is that however I was obtaining my packaging, it was built into the price of the product!
Some quick thoughts:
1. Always try to keep your COGS as low as possible because that’s more profit for you.
2. Keep things simple and streamlined to match your branding style and theme.
3. Remember the finishing touch with HOW it’s presented will make an impact one way or another!
4. Plan it out before you go spend a fortune on Pretty Factor’s!
