Every customer has had the experience of ordering an exciting product, to be overwhelmingly disappointed to see it delivered in an ill-fitting, battered, brown box. This initial impression is disastrous, and the product then has to be genuinely exceptional to regain customer trust.

Every company that sells a physical product should be sending it to their customers in branded, bespoke packaging.

Regardless of the product itself, failing to see the outer packaging as a marketing element is a massive downfall of many companies.

Whether your product is pizza, electronics or homeware, bespoke packaging will elevate your item and give your customer the best possible first impression. It sets the right tone from the off and helps tie the brand and the product together seamlessly.

High quality, bespoke packaging is a crucial factor in any well-rounded marketing strategy.

There are very few products that should not be delivered in branded packaging. Generally, the only exceptions to the rule are where customers will require discretion. This might include expensive, luxury products which your clients would not like on display.

In the modern world of remote working and online shopping, your packaging is the first physical taste of your business many customers will receive. Therefore, it needs to be exceptional.

Bespoke packaging is relevant for every sector but perhaps most crucial in the food industry. Customers now expect restaurant quality food delivered to their door, and presentation is equally as important as taste.

Every marketing expert will tell you, first impressions are crucial.

Your product can be the best on the market, at the most competitive price. But if it arrives in a beaten box that does not represent the brand, customers will be disappointed.

Reaching new customers is only half of the problem; retaining them is where your business will see the benefit.

Your packaging must echo your company values and style to encourage buyers to associate your company with the specific product. If the aim is to become, and remain, a recognisable household name, your entire marketing package must be complete.

The more exposure customers have to your branding will help customers recognise and turn to your company, when the time comes for their next purchase.

Your product should fit perfectly inside the packaging it is delivered in. The only way to achieve this is with a bespoke design. This is especially important for perishable or breakable items and means that your product will be delivered to the customer exactly as it left your premises.

When a product is delivered in perfect condition, the customer is immediately excited.

Happy customers are much more likely to recommend your product and brand to their family and friends. This helps cultivate your customer base and encourages loyal, returning shoppers.

Returning customers mean less money is needed for marketing, therefore reducing the overall company overheads.

For obvious reasons, in-store sales have never been lower. For most of the past 12 months, fine dining has been limited to our own living rooms. Although the country is beginning to open again, consumer habits have undoubtedly changed for the foreseeable.

Customers expect an experience, be it in-store or at home.

Plain packaging may have been sufficient in the past, but it simply is not adequate for today's customer. A fun, quirky parcel that encompasses your brand identity will dramatically help the customer experience, encouraging return trade.

Social media is one of the leading marketing strategies in 2021.

The power of popular social media platforms is astronomical, with bloggers and influencers nurturing highly engaged, perfectly targeted audiences. The power of your branding on one Instagram page can rocket your sales, reaching and retaining a whole host of new customers.

If you are marketing a new product and using social media as a tool; bespoke, branded packaging is essential. The whole marketing experience should be coherent, to be featured on popular pages and seen in 'unboxing' videos, which are regularly a catalyst for sale spikes.

Functionality can come in many forms. Firstly, it could mean making it more durable. This might include providing a waterproof packaging solution, one that is reusable, or a box that has insulation. Alternatively, it might be resealable packaging or boxes that are childproof.

Alternatively, functionality to your brand might mean displaying your product in the most elegant yet practical way possible.

Take cupcakes, for example; whilst these can be posted easily, packaging that ensures they arrive at their destination impeccably is crucial. Especially relevant for food products, people are willing to pay more to ensure that their food arrives looking and tasting great.

• Functionality over everything. The box or packet should be precisely the right size, leaving the product with no room to manoeuvre. Meaning, it will arrive in the best possible condition.
• Brand colours are crucial. For your brand to be instantly recognisable, your colours should be present in every element of your marketing materials.Do not neglect inner packaging. Your design does not end at the outer box.
• Consider everything else that might be inside. This might include tissue paper, flyers, leaflets, or extra packaging to stabilise the product
• Keep text to a minimum. There are some instances where detailed copy is required, for example, food labels. But, for most branded packaging, the text should be kept to an absolute minimum.

IPW1 are printing experts based in London.

We love bringing your designs to life and thrive when we work with brands that value the complete marketing experience.

We understand the importance of your product reaching your customer in perfect condition. So, whatever size, shape or design you need, our friendly team is on hand for all of your printing needs.