Seasonal Packaging: 7 Key Packaging Tips to Consider
Seasonal packaging refers to changing a package design so it is reflective of the season or a celebration (for example Christmas, or Halloween). Brands often see this period as a chance to increase customer engagement and sales.
What To Consider When Designing Seasonal Packaging
Get Creative With Packaging Designs
Pumpkins, ghosts, bunny rabbits and Christmas trees are some examples of what can be included in seasonal packaging designs. During this period customers are more likely to make impulse purchases based on the product's packaging design. That’s why it’s important that your seasonal packaging design stands out amongst others.
Take Christmas for example. Including festive colours and icons (like green, red, white, father Christmas, snowmen, and gingerbread) taps into customers' emotional habits. These are all colours and icons associated with Christmas. Big brands like Coca-Cola and Nutella are key examples of traditional festive packaging done well, time and time again.
However, smaller brands struggle to stand out during festive seasons against bigger named brands. It may be easier to create a design which is against the norm, like minimalist seasonal packaging that signifies luxury and quality- helping it to stand out.
Build Brand Loyalty Through The Power of Design
Seasonal packaging designs can build brand loyalty through the use of colours and graphics. Does the packaging evoke childhood memories, is it nostalgic is the brand mascot dressed as a pumpkin for Halloween on the packaging, does it portray luxury?
Creating limited-edition seasonal packaging is another way to build and create brand loyalty. It can attract your current customers and new potential customers towards your seasonal packaging gift boxes. It is also another way to build brand loyalty. Having a limited number makes the packaging seem rare. When a customer purchases one of them it makes them value it even more.
Alongside this, in this day and age products and packaging can go viral. The design of your seasonal packaging may help new customers discover your product. This is another way in which brand loyalty can be gained.
Marketing and Branding for your Product Packaging: Keep It Recognisable
It's important that seasonal packaging can be recognised by your customers. During this time, you may attract new customers. After the seasonal period is over customers may want to find your brand again. Making it easy for the customers to find your product will enhance the customer experience.
Your existing customers may look for your seasonal packaging on shop shelves. Your loyal customers already have a perception and expectation for your product. No research would need to be undertaken to see if it is suitable. Ensuring that your product is easily identifiable on shop shelves is key. Creating seasonal packaging which is so far removed can dimmish customer experience whilst can result in your customers finding something else. Finding a middle ground between something that is seasonal enough and something that is reflective of the brand is key for your seasonal packaging gift boxes to succeed.
This is extremely important if it is the festive season. The shops are filled with customers and products. Keeping your Christmas packaging design on brand is key to keeping customers happy during the festive season.
It may be tempting to go for something completely different when designing your seasonal packaging, but this may not be beneficial especially if it is not in line with your core brand values.
Don’t Over-Stock!
Overstocking can lead to reduced profit margins. Seasonal packaging only has a short shelf life ranging from a minimum of 1 month to 3 months at best. At the end of the season if all of your seasonal packaging is not sold then the price of them will be reduced. Not only will you make less money but the perception of the product may be negatively affected.
While some customers may happily buy the discounted product with no questions, others may question and wonder why it was discounted. Was there a reason why the product didn’t sell as well? Has the product changed- negatively affected it? Was this product not popular?
Understand The Costs
Seasonal packaging designs can be as simple or as creative as you want and this can lead to your costs increase significantly. Having different prints, packaging shapes and materials can lead to your profit margin shrinking. This can lead to higher costs from research and development, creating prototypes and the production of the product.
Though larger seasonal packaging gift boxes stand out amongst competitors, you also have to consider the cost of transportation. When you are shipping your goods, the more space it takes up the more it will cost and there will be less space for other goods. Alongside this, if the box's purpose is to be big and attract attention, as opposed to being functional and protecting the products within, the items may become damaged.
During the festive period, Christmas packaging plays a huge role in attracting customers to buy your product, if you spend more on designing your packaging will you just have lower profit margins or will the cost be passed onto customers?
This year, customers may be looking to spend less in light of the current cost of living crisis, if the price of your product is high then customers may look for cheaper, more affordable alternatives instead.
The key takeaway from this is the more you spend on researching, developing and producing your seasonal packaging, the higher the costs.
Ensure You Have an Effective Marketing Strategy Ready
Seasonal packaging can promote itself but the addition of a marketing strategy can help draw more attention to your product. As a business are you focusing on brand awareness, and customer experience? You can tailor your marketing strategy to meet these goals.
Are you going to run competitions, alongside the seasonal product to increase brand awareness and sales? Or opt for influencers. This method can be extremely beneficial. influencers can promote your product through unboxing videos and YouTube, Instagram and TikTok. Not only can they show the product out of the box, but they can also review it.
It can also be as simple as placing your products at key places on the shop floor which will grab customers' attention. Or giving your loyal customers, (who have signed up for email or postal newsletters), insight on the upcoming seasonal range.
Make Sure Your Seasonal Packaging is Reusable
In today’s world, it’s vital that seasonal packaging is eco-friendly and that it can be reused/ recycled. Creating seasonal packaging that can be reused for other purposes is good for the environment and for your brand image.
For example, chocolate variety tins. After eating all the chocolate, the tin can be used to store things like a half-opened packet of biscuits, a sewing kit, and spices, the uses are endless.
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