Designing packing for “I’m worth it” buys

When a consumer walks into a store with a shopping list, that list might have seven or ten items on it. These are usually the basics they buy. Bread, milk, apples, etc… Normally, for these basics, they have a regular brand that they buy. Packaging design can have an effect on these basic buys, but it can be even more powerful for the things that aren’t on this consumer’s list: The “I’m worth it” buys! These are the items the consumer sees while going from aisle to aisle for the basic buys. Often times, they are beauty-related buys. It could be a new scent, or a face cream, or a luxury body wash – but the branding design on these “I’m worth it” buys can convince a buyer to purchase, even though the item wasn’t on their list.

The goal is to stop designing for an award show and start designing for the consumer. When you are creating corporate branding design for these luxury buys, try to think of yourself as a beauty advisor. You must take the time to woo the customer, especially for higher priced items. The consumer wants to talk about beauty tips, find out what’s the best, what’s the latest, and this should be evident on the package. What will make them think, “I’m worth it” and spend the extra money on this product which isn’t on their basic shopping list? You have to show the value of the product loud and clear.

Also, just because a certain type of packaging design is working for one particular item in a particular category doesn’t mean it’s going to work across the board. There is a big difference between high end skus and more basic ranges because there is a difference in who the ideal consumer audience is. One audience wants to be swayed by an emotional need, and while fifty lotions could be very similar, they also need to play into some emotional connection about what this product can do. The less practical an item is, the more detail it needs in the branding design, and the more emotional of a connection is needed.

In a healthcare aisle, for example, you could have a package of cough drops. Their goal is to stop coughs. The need for them is simple, they solve a problem. So the goal in their corporate branding design can be in-depth than a luxury body lotion. The expensive body lotion isn’t just about moisturizing skin, it’s about heightening senses, giving relaxation, soothing someone after a hot shower or at the end of a long, stressful day. It’s about being good to their body, treating it with care, and using the finest ingredients on it. It’s about showing you understand the consumer, not just the idea that they have a cough that needs to be stopped with cherry or lemon flavored drops.

What is the most valuable story your packaging design can tell?

Everything about the package is built for them to understand the message. Think purely about an architectural structure that will be easy for the consumer to understand. Starting from beginning, think about what is the best way to show its value.